Is the customer always right? Of course not! However, the customer is always the customer — and therefore has a great deal of influence on the ultimate success of any company. That’s why improving the customer experience should always be a top business priority.
Effective contact center operations set the tone for the customer experience. Customers are often won or lost based on the quality of their interaction with contact center agents. More than 60 percent of U.S. consumers say they have switched brands in the past year due to poor customer service. A common gripe is being shuffled to multiple reps without ever getting their issue resolved.
To improve the experience, contact centers need to be able to gain insight from every service-related phone call, email, text message or live chat. According to a Deloitte survey, two-thirds of organizations are investing in advanced analytics to better understand their customer interactions. Contact center analytics platforms mine data from customer interactions to identify patterns, pinpoint problems, monitor agent performance and optimize overall operations.
By analyzing customer data from CRM systems, voice, text, point-of-sale (POS), social media and other systems, organizations can create an end-to-end view of customer interactions across multiple communication channels. Such in-depth analysis provides valuable insight into customer demographics, shopping habits, buying preferences, spending limits, churn rates and more — all of which can be used to create personalized experiences for customers.
Here are six types of analytic tools that can enhance contact center operations:
Speech analytics. These tools allow you to record and analyze customer phone calls to better understand customer complaints, monitor agent performance and evaluate competitive challenges.
Text analytics. Text mining algorithms allow you to analyze emails, live chats, transcripts and other text-based interactions to identify patterns and insights.
Sentiment analytics. Algorithms evaluate conversations and messages for particular words, phrases, voice inflections, rate of speech and other cues to evaluate the amount of stress, frustration or anger the customer is experiencing.
Predictive analytics. These tools aggregate and analyze historical data about call volume, handle time, customer satisfaction and other metrics to help avoid future problems such as insufficient staffing or ineffective processes.
Self-service analytics. Customers increasingly prefer to find their own answers before contacting a support agent. These tools analyze interactions from self-service channels such as chatbots, online knowledge bases and consumer forums to evaluate how well issues are being resolved.
Desktop analytics. Often integrated with CRM solutions, desktop analytics can be used to analyze agent performance and provide real-time guidance and training.
Adding these tools to older, outdated contact center platforms can be a difficult chore. Integration with CRM solutions and other data sources can be a significant challenge for organizations that lack staff expertise.
Webex Contact Center
A more efficient approach may be to adopt a contact center platform built from the ground up with integrated analytics for multiple communication channels. The Cisco Webex Contact Center is a unified, omnichannel contact center solution designed to optimize customer interactions with advanced analytics. Best of all, it is a SaaS offering that is centrally managed and administered from the cloud to reduce costs and complexity.
The Cisco platform features Customer Journey Analyzer, which provides visibility into the entire customer journey, regardless of channel. It aggregates data from CRM and other contact center applications into a cloud-based repository where it can be used for both historical and real-time analysis.
A universal data dictionary understands the data fields and formats coming from the various systems, applying sophisticated heuristics to normalize the data across systems. Real-time dashboard views allow you to monitor operations throughout the day, capture and organize data, and automatically generate performance reports.
The late Walmart founder Sam Walton used to say there is only one boss — the customer. Give us a call and let us show you how the advanced analytics in the Cisco Webex Contact Center solution can help you keep your bosses happy.