Every day organizations interact with their customers through a myriad of channels: the company’s web site, phone calls, emails, sales meetings, retail or branch offices, and so on. Delivering a consistent customer experience across all these touch points that inspires loyalty and word of mouth promotion first requires a thorough understanding of these interactions, which is a challenging task in itself. While businesses may not have the means to capture the communication between an installation technician and a homeowner on a service visit, many do actually capture a surprising amount of business-consumer interactions in their contact centers as part of compliance or quality programs. Which begs the question: how much of this data is actually being utilized by the organization to understand their customers?
The truth is that most businesses overlook the overwhelming amount of customer data that is captured or created in the enterprise on a daily basis. Although most businesses have data management tools for their structured information, they often neglect the other 80 percent of the information that resides in recorded phone calls, emails, web pages, presentations, and other documents that are scattered throughout the enterprise.
In addition to missing out on critical sales, marketing, and service opportunities, businesses without the ability to organize and share unstructured data report poor job performance across the enterprise. According to a recent Accenture survey, 51 percent of customer service managers in large companies in the US and UK said they were likely to encounter challenges when trying to obtain information about other parts of the company. In addition, 40 percent of customer service managers said that the most difficult aspect of managing information for their job was in having to go to numerous sources of information.
The Intelligent Contact Center
In order to successfully leverage customer insight for strategic business initiatives, an organization must provide its users with a way to access customer interaction information regardless of its format or location. This can be accomplished through the Intelligent Contact Center, which enables businesses to organize, analyze, and share both structured and unstructured information to drive customer intelligence and service initiatives in all aspects of the business. The Intelligent Contact Center gives users direct and immediate access to the most relevant customer content for their business needs, from answering customer questions to researching customer trends. These solutions automatically capture, process, and organize customer interactions for access across the organization.
Multi channel interaction analysis provides the ability to analyze the meaning of customer interactions across multiple communication channels, whether they be text, e-mail, IM or speech-based.
Real-time knowledge support enables the real-time delivery of relevant intelligence directly to customer facing employee’s desktops for use during customer interactions.
By marrying these advanced intelligence-based technologies with traditional performance tools such as call recordings for quality and compliance, agent evaluations, eLearning, and customer surveys, the Intelligent Contact Center provides organizations with a comprehensive solution for understanding and sharing the vital data contained within customer interactions. This allows organizations to translate customer insight into strategic activities such as sales campaigns, marketing promotions, agent training, and other initiatives that influence customer satisfaction.
For more information, download the white paper, Extending Customer Insight to the Rest of the Enterprise.