What’s Your Data Got to Say?

Big data can impact organizational change and improve CX

What’s Your Data Got to Say?

Data. All around us. Most notably in businesses with Cloud telephony solutions that collect customer data through call recording and speech analytics software. This exists in the form of UC systems with strong CRM integrations to software like Salesforce and Zoho that help to analyze customer intent. On the call recordings side, speech analytics can examine relevant keywords used during a call, categorize calls, flag calls, and do even more, thereby helping organizations achieve compliance.

Today’s data analytics software essentially exists to support enterprises of all sizes in painting a picture of customers through data collection. In the contact center environment, such features are valuable because they support agents with the help of Artificial Intelligence, namely via IVR and Sentiment Analysis. Current AI can enhance agent and customer experiences by assisting in resolving disputes before they escalate, using advanced functionalities like predictive analytics that forecasts everything from irate customers to the optimal moment to close on a sale.

As an increasing number of businesses fight to boost productivity, they must do so with the help of data. The kind of customer data contact centers collect, may present a holistic summary of how to increase an enterprise’s bottom line, drive higher profit margins, as well as enhance customer satisfaction/experience. I spoke with Anastasia Plaksenko, Marketing Coordinator at Delacon, a call tracking and analytics company, who told me data are a powerful tool for businesses to leverage:

“Data can provide a clear snapshot of the complete customer journey from intent, to search, sales, and beyond. Having a full picture allows you to optimize marketing campaigns and streamline customer service.”

She also shared, features including call tracking, allow contact centers to see where telephone leads come from, pointing out “phone leads convert at a 30 percent higher rate than any other leads.”

Big Data = Informed Decisions & Better CX

When analyzing a pool of customer data, things may seem overwhelming, but Plaksenko believes enterprise leadership can ease the overwhelming feeling and tap into the customer mind by analyzing trends in data.

Anastasia Plaksenko

Anastasia Plaksenko

She did note, call recording software that provides data analytics, should sync up with the platforms that clients already use so they can add data from many sources. The goal here is to increase the number of data points an enterprise has on customers, creating a more seamless experience for agents by providing as much information as possible. Another piece of the puzzle comes from the human side of analytics. Plaksenko told me, enterprises should ensure they’re capturing the most important data.

Delacon recently advised a client who wanted to understand where they could improve self-service options. After analyzing 60,000 call recordings over three months, Delacon concluded they could reduce the call center’s call volume by 5,000 calls per month. The call tracking and analytics firm, as a result, saved its client $1.2 million in revenue. By implementing call center queue management changes, making IVR optimizations, improving website messaging, as well as FAQ/knowledge base content, Delacon enhanced its client’s digital self-service functionalities.

Though the future of analytics is bright, there is a lot to learn from data here in the present. In the end, wise enterprise leaders will embrace what their data’s got to say if they want to stay afloat.


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