The analytics machine: Why contact center technology is changing the customer experience

For a long time, the contact center was nothing more than a place where customer complaints went to die. An agent’s objective was to simply note the issue and try to resolve it as quickly as possible, and metrics were nothing more than call duration and first call resolution. However, technology has changed the role of the contact center, and analytics are evolving the department into a hub of rich customer insights. Every day, agents interact with hundreds, if not thousands, of customers, and they’re hearing what they want, don’t want, or need -- right from customers’ mouths!

By feeding this information into analytics technology, contact centers can integrate into every touch point along the customer journey and fundamentally change the customer experience.

Information doesn’t equal intelligence, and brands can’t simply collect massive amounts of data and expect it to produce anything of value. This is where analytics become important. Analytics have long been viewed as the magic potion that will allow brands to create the best customer experience. But, for analytics to be effective, it’s all in the application. When it comes to integrating contact center analytics into the broader customer journey, the data must be evaluated from multiple viewpoints. It’s no longer about looking at the data in the silo of the department, it’s about gaining context from the customer, agent, and business.

When analytics are viewed through these lenses, the contact center becomes an invaluable department, rich in customer insights that are relevant to the broader organization.

Through the Eyes of the Customer

When customers call the contact center, they’re voicing concerns, making requests, or offering feedback, and agents shouldn’t focus only on making a note of the call or offering the customer a discount on a future purchase. Customers want brands to understand why they are calling and they want to feel like their voices are heard -- and see appropriate action. With analytics, the contact center can identify patterns in customer behavior to gain full understanding into the reasons behind the calls, and take proactive steps to train and educate agents to create a better customer experience by giving customers what they need. When agents are prepared to offer more personalized service, customers will notice, and they’ll be more likely to develop loyalty towards a brand.

The Agent Perspective

Agents are front and center when there’s an influx of customer calls, and it’s important that the contact center has the analytics technology in place to ensure proper staffing so agents are prepared for a surge. Workforce management systems can be plugged in as analytics inputs and analytics-driven heat maps show everything from call location to customer buying patterns. Not only does this mean that the contact center has the right number of agents with the right skillsets available during busy times, understanding customer purchasing behaviors will allow brands to equip their contact centers to identify upsell and cross-sell opportunities. A team of engaged, available agents, who are also able to make product and service recommendations, will continue to enhance the customer experience.

Mapping to the Broader Organization

The customer experience isn’t just about the contact center; it’s about meeting customer needs, beginning with the information-gathering stage and continuing all the way through post-sale support. For example, contact center analytics can identify if there’s a spike in sales after the premier of a new television ad, and information can be relayed back to marketing to determine if the ad was effective. Or, analytics can determine if there’s an issue with packaging or if there’s a product defect so these types of problems can be remedied quickly and on a smaller scale. When applied correctly and looked at in the context of the broader organization, contact center analytics can inform sales strategies, marketing techniques, product roadmaps, and post-sale support to deliver the best possible customer experience from start to finish.

When applied correctly, analytics have the power to evolve the role of the contact center into a thriving department that is rich in customer insights. Analytics do provide the insights that brands are looking for, but it’s important to view contact center analytics from a customer, agent, and organizational perspective. When brands use capture this data and analyze it from multiple viewpoints, they have direct access into the wants and needs of their customers, and can adjust strategies across the organization to create a better customer experience.

Image Credit: Syda Productions / Shutterstock

As executive director at Unify, Don Greco’s responsibilities include the sales, marketing efforts, portfolio management and partnership development for the Unify North American Contact Center practice and the relationships with the consultant community in North America.  Don has held a number of positions in his more than 35 years with Unify, including engineering, sales, education, development and management. He has been a featured speaker at a number of national events in the contact center industry, including state, federal, and commercial venues. He is a recipient of the Siemens TOP+ award for marketing excellence.