This week, I’d like to highlight a great new report that echoes much of what we’ve been saying about the future of contact centers. A recent report from Donna Fluss of DMG Consulting “CRM + ACD = Personalized Service” provides further proof that Big Data is ushering in a new era of customer service and engagement. Here are a few key take-aways:
For Customers, Context is Key
Customers’ perceptions of the brands that they engage with evolves with every interaction, whether through an advertisement, on social media, in-person or via the contact center. As we know, when an analytics program leveraging the data available in CRM applications is fully integrated within a contact center, companies have the ability to provide a more personalized experience, and add depth to the individual context for each step of the customers’ journey. By using data to refine these interactions, agents can better create a strategy for each interaction between the customer and the call center. This process not only enhances the level of service, but also works to create more efficient processes, and therefore reduce costs.
Personalizing Customer Interactions, and Saving Valuable Time
In the past, callers were typically connected to agents on a first-come-first-available basis. This meant for every inquiry, a significant amount of time had to be allocated towards researching and finding the right content or solution for the customer.
Predictive analytics delivers next generation intelligent routing that goes beyond traditional static skilled-based routing and delivers on the true promise of personalized customer service. Agents can now be routed interactions based on both their trained expertise as well as their real-time performance. By assuring the optimal agent to customer match, contact centers streamline problem solving, are able to save time for both parties, and deliver a quicker, more efficient experience.
Analytics solutions in the contact center go beyond simply providing tools for agents to deliver better service, they also create a basis to evaluate success and identify areas of improvement. Business metrics such as conversion rates, order values and retention rates along with operational metrics such as average talk time, number of holds, transfers, callbacks and agent turnover — all help to create a view of overall customer service, and help managers make informed decisions with customers and staff.
We love it when trusted influencers such as Donna Fluss share their thoughts about the evolving relationship between technology and customer service. Want to read more visit the DMG Consulting web site.