Today's digital customers generate data as they traverse channels, read reviews and articles online, and click on marketing posts and ads. And contact centers need new ways to harness this data and react quickly when those customers reach out. They need to ensure that customers have easy access to timely information and the ability to reach the representative who is best empowered to assist them.
Traditional contact center analytics tools, such as agent performance management and customer surveys, provide limited customer insights based on historical data. But a wave of analytics tools aimed at helping contact centers better understand customers and make faster decisions is emerging. Using customer interaction analytics alongside agent performance data, contact center managers can develop more tailored agent recruitment plans, and train and schedule agents in the most relevant channels.
Contact centers should be aware of three big trends in analytics that will help them achieve these goals in 2016:
As customer behavior becomes more complex, contact centers need to predict customer requirements, simplify user interfaces, and automate personalized messages. Analytics is essential for them to understand which trends are most relevant to their businesses so they can improve decision making about how to evolve and engage with customers. They should be thinking of ways to use data and analytics to personalize interactions across channels and pre-empt customer needs in order to present resolutions and offers before customers are at risk of churn. They need to learn from the data continually and evolve with customers, making changes more often.
If you're attending Enterprise Connect, taking place March 7 to 10 in Orlando, Fla., join me for an in-depth discussion on contact center analytics during my Thursday 8:00 a.m. session, "How Analytics Is Changing Customer Service in 2016." I'll be convening a panel of experts and providing a look at available solutions, sharing examples of deployments, and making recommendations for contact centers looking to evolve their analytics strategies. I hope you can join the conversation!
View the Contact Center track sessions; register now using the code NJPOST to receive $200 off the current conference price.
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