Turning Contact Centers into ‘Insight Centers’
When companies seek to gather more information about what their customers like and don’t like about products and services, they often turn to the contact center. This is the front line of customer communication, where calls deliver feedback that becomes data than can be analyzed to improve performance.
What does it take for a contact center to become an ‘insight’ center?
Start with the right agents and managers, working with the right technology, within a system that incorporates analytics, performance management and coaching. When the system works right, it identifies issues quickly so they can be solved, limiting any damage.
One large communications company with 45 call centers discovered that average handle time was four times longer at one center. The issue – agents having trouble answering questions about a new device – was discovered within a few hours. Without the actionable insight provided by the company’s workforce management technology, it might have taken days – or even weeks.
Boosting Insight with Speech Analytics
Since 2/3 of customer interactions still take place over the telephone, speech analytics has become a more prominent source for customer insight. Contact centers are incorporating this capability into WFM solutions, as well as using the identification of repeated words and phrases to identify emerging trends.
How? One payment processing company used speech analytics to discover that a growing number of customers were on the verge of finding another company for the service its provides. It then began flagging those calls and scheduling immediate follow-up contacts to keep those at-risk accounts. Result? Almost 600 accounts saved, worth more than $1.5 million.
When a contact center is able to identify customers that are thinking of leaving before they actually do so, that is what being an ‘insight’ center means. Sometimes it might be as simple as tagging calls where the word ‘cancel’ is used; other times the indications are subtler. But when qualified agents have the tools they need, and managers can access vital data and analytics, the transition to insight center becomes less challenging.
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