You’ve Collected Great Customer Data, Now What? - Part 2

Posted by John Rake

8/6/15 3:50 PM

Collected_DataEighty percent of companies believe they deliver exceptional customer service, but less than 10 percent of consumers agree. These numbers make it abundantly clear: contact center managers must know how to strategically use customer data in order to understand how their customers truly feel about their company’s quality of service.

Of course, contact center managers understand that the effectiveness of their customer data strategy is critical for enabling this kind of business success. And, with a global population of over 7 billion, there’s more opportunity than ever for them to collect valuable customer data that has the power to truly transform the way their organizations operate.    

Opportunities abound for managers to make incredible customer service improvements, such as more personalized and responsive service; however, as discussed in Part 1 of this series, knowing how to leverage customer data can be daunting for managers without the right tools and technologies.

This is where you as an IT manager are challenged to carry your weight in helping your company’s contact center manager deliver exceptional customer service. Specifically, you should equip your manager with a contact center software solution that enables him or her to dig deep into data in order to improve the customer experience.

A great way for IT managers to help contact center managers improve the quality of customer service they’re delivering is by implementing new technology that has these data analysis capabilities:

Easily review call recordings: The software solution you implement should automatically flag customer recordings based on key identifiers, like a keyword said by a customer during a conversation or a code entered into the main system or an integrated third-party CRM or ERP system. Managers can quickly retrieve those flagged interactions and start, stop, forward, rewind or jump to a specific mark within the recording in an effort to analyze problems, why they occurred and what steps must be taken next to see improvement.

Comprehensive dashboard reports: Customer data must be readily available, and easily accessible for authorized persons, via dashboard reports. These dashboard reports make customer data easy to view for managers and enables them to hone in on—and conduct side-by-side comparisons of—specific data points to identify customer pain points and opportunities for improvement. Managers should also have access to reports that outline the following, so that they can better conduct predictive analyses and make necessary business improvements:

  • Trending topics

  • Top keywords and phrases spoken by customers during interactions

  • The most common agent keystrokes

  • Which applications were most frequently visited within the software solution

In the end, contact center managers can only use customer data to a certain extent without the right analytics tools. It’s not enough to simply collect customer data; companies must know how to strategically use and apply it in order to make actionable organization-wide differences.


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