As the old saying goes, you can never have too much of a good thing. The challenge facing every data and analytics company today is knowing what to do with all that good stuff once you have it. Case in point: it seems like every heavy hitter in the contact center industry is experiencing a massive influx of rich customer data; but, without an efficient way of turning this information into strategies for business optimization it’s essentially useless.
With the right contact center analytics solution, Big Data can be an invaluable resource in your contact center. Through customer data analysis, you can accurately predict customer behavior and trends, and ensure that your customer’s experience matches their expectations. Recently, I wrote an article on this topic in Pipeline Magazine. Here are my top three tips for how contact centers can learn to utilize Big Data to keep customers happy:
1. Use agent data
Historical customer-agent interaction data collected in the contact center is an excellent resource in determining your agents’ strengths and weaknesses. By analyzing the outcomes from their previous call interactions, you can score agents based on their skill level in various tasks, and route callers to the agents who can best handle their issues.
2. Implement predictive analytics
By applying analytics to contact center data, you can determine which factors have the greatest impact on agent performance. In turn, this allows you to develop the right strategies for boosting agent effectiveness, decreasing turnover and improving overall customer satisfaction. Then, you can use predictive analytics models to evaluate which operational changes would have the biggest impact on your contact center’s overall performance.
3. Analyze customer engagements across multiple channels
As I also discussed in a previous blog, the expansion of new technologies means that omni-channel contact centers must be prepared to handle customer data from multiple interaction channels. Customers expect to be able reach your agents through call, email, social media, mobile business applications and many other sources, and if you aren’t applying analytics to the data from each of these channels, then your contact center is losing an opportunity to gather valuable customer insights.
Want to read the rest of my article on how contact centers can make better use of Big Data for customer engagement analytics? Check out my “Expert Tips: Using Big Data to Improve Customer Experience in the Contact Center” here.
