Analytics Provide the Path to Competitive Advantage in the Contact Center
November 14, 2014
November 14, 2014
As a conclusion to our series on Analytics for the Contact Center, I’d like to pull it all together with a look at the imperative for competitive advantage that analytics can produce. You see, it’s not about the technology, as many would have you think. Rather, the value of analytics rests in your ability to gain insights in answer to questions or hypotheses that enable the delivery of better customer experiences.
As a review:
Post 1, Lay the Foundation for Customer Analytics in the Contact Center, defined customer analytics. To help you set the path for moving forward, we discussed how answering the question of “What does loyalty mean to you?” should be used to guide the way. Once answered, we showed you why it’s important to identify the touch points the customer may experience along the way to loyalty and how the way you address them will contribute to the memories that increase loyalty.
Post 2, Conventional Wisdom Can Fail Contact Center Process Design, covered how to create processes that serve customer expectations, as well as to deliver on operational objectives for the contact center. This includes four components that play a role in experience design as related to your customers’ journey; customers, situation, purpose and employees. Using data to inform the effectiveness of all four is critical in overriding the conventional wisdom that can steer you wrong.
Post 3, Design Contact Center Processes to Benefit from Analytics , discussed how to design processes to benefit from analytics. By considering how three buckets of information—inputs, drivers, and results—can be used in differing ways depending on the goals for the process, experiences can better match customer context through an application of subjective and quantitative data. Most importantly, the value of small data used to test hypotheses and take action quickly for small changes that add up to big impact was proposed.
Post 4, How Analytics Can Improve Sales in the Contact Center, explored how analytics can be used to increase sales by matching caller intent to improve the customer experience. The post discussed how using analytics to identify customer buying modes can help customer service representatives address customer intent to have offers received as a magnanimous service, rather than a selfish promotion, customer loyalty becomes stronger and conversions can be improved more efficiently.
The culmination of this process of incorporating data analytics into the contact center can produce a number of beneficial outcomes, both internally for operational improvements and externally, for better customer experiences. The contact center is the repository for a wealth of customer insights that can improve service deliver in the contact center, as well as to elevate the experiences produced by other customer-facing departments across the enterprise.
I’d like to leave you with these final four thoughts as you embark on your journey to use analytics to achieve competitive advantage through increased customer loyalty:
In the end, analytics should be considered the path that guides you to action. Just make sure that the insights you uncover pass the “so what?” test. With a focus on the customer and what loyalty means to you, applying analytics to your customer service experience can have a big impact on building customer loyalty and gaining advantages through insights your competitors miss.
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