We’re living in a world where the only real way for companies to differentiate themselves from their competitors, is to provide a level of experience that people can’t get anywhere else. To do this, businesses need to consider a number of different key points, from how they collect data about customers, to how they interact across their whole organisation as well as in the contact centre.
As a market-leading software developer, offering some of the best data visualisation and business intelligence tools in the industry, Tollring knows what it takes to get behind the scenes of customer experience. Talking to Tony Martino, the CEO of Tollring, I got an insight into how the mindsets of CX leaders are changing, and what businesses need to do to really prepare for a new landscape where customer experience is king.
How Has Analytics Changed in the Business World?
In years gone by, call analytics was all about measuring information from phone lines, numbers, agents, and groups. The environment has changed significantly since then. I asked Tony what the analytical landscape means to businesses today.
“Taking information from everyday interactions and layering it with intelligence is where customer experience thrives. That means being able to look at the raw data and see which actionable insights can be drawn from that.” According to Tony, the new age of analytics is all about examining conversations to see whether a customer has had a good experience or not. One of the main areas of focus is customer callbacks, and if a specific sentiment in a conversation has led to a positive or negative outcome.
“There’s a huge change in mindset happening in the marketplace today, in terms of call data and making it a priority to consider what the experience has looked like for each individual. It’s no longer solely about agent performance, although bringing key performance indicators into that data set allows us to lift that information out in a way that’s truly relevant.” Tony confirms that when companies can make data in their conversations truly actionable, that’s where the customer experience conversation truly succeeds.
Not Every Business has a Designated CX Leader…
In small businesses, it’s very unlikely for a team to have a designated CX leader in place who can pull useful information and metrics together for teams. I asked Tony who is taking responsibility and ensuring that the right data is collected in the SMB environment.
“In the SMB, we see a lot of different people getting involved, often at the middle management level.” According to Tony, it’s up to different departments, and the managers of those departments such as service delivery managers and marketing managers, to think about the information being collected. “They all have different views on how information should come together."
"The key to success is creating a unified space where everyone has access to live information that is easily understood”
Tony told me that in any business, the different strands of information need to come together to provide a more in-depth overview of what’s going on. “Being able to take the information from different spaces from across the whole organisation and deliver it in a way that helps managers to understand their performance is crucial to CX.”
