The British companies have in their contact centers a gigantic silo of information about their clients completely wasted. The information available there has the potential to provide all the vital knowledge for the business of the companies.
According to the Association of Contact Centers (CCA), this powerful database could allow the development of customer service and product offer strategies, and at the same time improve the customer experience. However, according to a study on customer service and contact center management recently conducted by CCA and sponsored by Verint® Systems (NASDAQ: VRNT), only one in five companies is satisfied with the use they are getting. of the data about your customers.
Most of the entrepreneurs interviewed for the CCA study believe that they could obtain more relevant information from the customer data they already have (79% of all people surveyed), while 82% agree that the information provided on the basis of interactions with customers could influence the range of products offered by the company.
The study also shows that customer service is not evaluated in a significant way today. Although almost nine out of ten (87%) of employers use drop-out rates and 79% use waiting time as key measures, the perception of their value to the company is much lower (see the table below). ). An impressive 63% of respondents assess customer satisfaction through their claims systems. In comparison, only two out of five make use of professional surveys carried out by third parties to measure the satisfaction rate of their services.
The study clearly highlights the lack of connection between the customer service and the rest of the economic activity. A little less than half of respondents (42%) say that their management teams understand the importance of customer service, while 49% believe that the remuneration of their executives has nothing to do with the measurement of customer satisfaction. In addition, one in three people surveyed is not able to calculate the savings in financial terms of a 10% reduction in the number of calls answered by the contact center.
David Parcell, executive director and head of the EMEA region of Verint says that “The information collected every day by the company has enormous potential; all this informs us of how our customers feel, what suggestions they have about improving our services and what are the sources of frustration that can easily become a threat to the brand because of social media. This survey shows very clearly that companies are trying to better understand their customers, given that 73% of people surveyed want to know how to make their customers look more satisfied. ”
“A more qualitative approach to the evaluation of customer service could provide even more value,” Parcell adds. “Verint can help companies in collecting and analyzing invaluable data on customer interaction and turn them into an Actionable Intelligence® intelligence service to detect market trends and introduce an early warning system that will improve customer service. to the client”.
Commenting on the study, Anne Marie Forsyth, executive director of CCA, comments that “Now companies know that their customers can contact them through a variety of media, including the increasingly important social networks. In terms of customer experience, it is no longer enough to draw conclusions only from structured data and basic metrics. Faced with the environments that are becoming increasingly complex, growing at a very fast pace, organizations have to adopt new strategies. They need to collect, analyze and interpret all data about their clients to extract enough intelligence to improve their business decisions, stimulate the customer experience, increase growth and profitability. ”
Voice of the Customer (VoC) Analytics technology can assist in the collection and analysis of data, along with the ability to handle both structured and unstructured customer feedback. With this type of solution, organizations can create a flexible platform for gathering information and feedback from the client through multiple channels. Verint’s VoC Analytics, for example, has been created to unite all the sources of information about the interaction with the client in a single platform, able to follow each one of the interactions with the client and show the path traveled by a determined client throughout the company, what allows to see an automatic and immediate analysis of market trends, a root cause analysis and a forecast of customer behavior. The program helps companies to understand crucial data about the customer experience, analyzing their opinions and detecting the emotions that accompany them, which is an intelligent and automated method of collecting, analyzing, presenting and acting on customer data that would not have been known in another way.