One of the less heralded attributes of a technologically proficient contact center is its ability to deliver insight into customer behavior – how to identify it, and how to change it.
Through call recording, speech analytics and performance management, a contact center can learn a lot about a company’s customers – what they like, what they don’t like, what they want from the company that they’re not getting and what they hope will never change.
Much of this analysis will be after-the-fact, which certainly still makes it valuable. What you learn today can pay dividends tomorrow. But sometimes a contact center can go one better – with real time analytics, it can identify a moment within an ongoing customer engagement in which action can be taken immediately to bring about a positive result.
Every call, even those that start as complaints or the cancellation of an order, is an opportunity to create a better customer relationship.
This will only become more challenging as contact centers embrace omnichannel opportunities, but once those channels are in place they will begin generating data from day one. When contact centers can target customers across devices, and identify moments based on previous predictors to deliver an upsell or special offer with a higher likelihood of success, that is next-generation marketing. And you don’t need to wait for next-generation technology to start – check out Monet WFO Live.
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