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Three Steps to Greater Customer Insight

Posted: by: Chuck Ciarlo

With workforce management you have a lot of data at your disposal. And all of it is important – some to improve the efficiency of your contact center, and some to help you better understand the needs and preferences of your customers.

Let’s take a closer look at that second category today, as this is where many contact centers are seeing an increased focus. Tools such as speech analytics deliver insights that might have been impossible to achieve a decade ago. When agents have this data at their disposal they can react accordingly, and increase the likelihood of a successful customer engagement. 

Here are three contact center trends that you should be utilizing: 

1. Real-Time Data

What good is data if you get it when it’s too late to use it? Sure you can still make changes to affect future performance, but how much better would it be to deliver real-time guidance to agents, and alert managers when a call is going south? There is a predictive quality to this data, but if it’s compiled correctly you’ll be able to anticipate customer intentions and deliver a more customized response. It also works for online chat and email engagements. 

2. Follow the Path

Think of every customer engagement as a journey with a starting point and an end point, where lots of different things can happen in between. The more you can understand about each customer’s journey, the better you can serve that customer. Analytics from a workforce optimization suite plays a big role, but don’t stop there – you’ll also want to bring agents together in a collaborative way to discuss that actions they took and how well they worked (or didn’t work), and perhaps bring in personnel from other company departments that can provide additional data. If you do it right, you’ll figure out where a journey is headed while it’s still near the starting point, and react accordingly so the rest of the path is a walk in the park. 

3. Keep it Simple

There is data you’ll want to see after the fact, and data that’s important right now. When deploying analytics, make it easier for agents and managers to see what they need to see, when they need to see it. This may require some customization of your WFM solution, or simply bringing your system more in line with your business goals. 



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