3 Types of consumer insights a call center must share with other departments

3 Types of consumer insights a call center must share with other departments

Faith Ocampo Published on June 23, 2016

business-manager-in-serious-meeting-with-call-center-team

Using the data they gather from consumers, call centers can help transform brands.

Gone are the days when call centers can afford to just be “transactional” organizations. In fact, if we take into consideration the rise of CRM and data analytics tools, they have no legitimate excuse to be stagnant. These technologies, which allow them to extract consumer insights, must enable them to be dynamic and relevant especially in terms of business growth.

But are today’s contact centers on the right track?

call-center-manager-writing-on-clipboard-what-customer-service-agents-are-showing-on-computer

Typically, customer service managers use data gathered from transactions to improve their daily operations. It’s a commendable effort, primarily because this paves the way to customer centricity. However, what most entrepreneurs don’t realize is that customer data has the power to transform not only call centers, but also entire brands.

To fully utilize every single bit of information gathered from customers, contact centers must share it with the brands they cater to. They must then make sure that it reaches the brand’s various departments. By widening their access to customer information, you can build a 100% customer-centric organization. This ensures that all business decisions made by your employees and leaders are driven by insights gained from your target sector.
To guide you, we listed three types of consumer insights that a contact center must share with other departments, and why they must be shared.

1. Sales trends


If you want to create a customer-driven sales strategy, listen to call center transactions. There are plenty of sales-related information that you can gather from them to help your brand create powerful marketing strategies.

woman on the phone in sales call holding credit card

At their most basic form, these pieces of data would start out as:
•     product availability inquiries,
•     promos that consumers often ask about,
•     successful or unsuccessful telesales, and
•     inquiries about product features and other existing offers.

To turn these raw details to sales-related insights, you need to interpret them in a way that takes the customers’ preferences into consideration. After doing so, you can then understand:
•     your customers’ motivations for buying a product,
•     why customers turn down upsell or cross-sell offers,
•     when a customer is most likely to buy, upgrade, or downgrade, and
•     the moments when product demand spikes.

All these are useful consumer insights that can help a brand create effective sales strategies, so contact center managers must relay them to the product marketing or the advertising team. Ideally, they must also be involved in gathering, analyzing, and interpreting the data, as they’re the subject matter experts.

2. Product or process problems


This is another one of the main reasons why customers seek the help of a call center. It’s also why you must make the most of the information they provide during transactions.

man on phone call looking at car trouble

Of course, brands strive to provide smooth and problem-free product or service experiences to their customers, but glitches are not completely avoidable. The most that companies can do is continue to enhance the functionality and features of their products, but without an insight-based roadmap, this is an impossible task.

From customer transactions, you can discover:
•     the product- or process-related issues customers usually encounter,
•     when they usually encounter them,
•     the product(s) with the biggest issues, and
•     the causes of these problems.

The primary department that would benefit from these insights is the product development team. However, depending on the nature of the customer issues, you may also pass on these data to tech specialists. Aided by firsthand information gathered from end-users, brands can easily identify the root of these problems and ultimately improve the customer experience.

3. Negative and positive feedback


As your frontline representative, your call center absorbs all kinds of brand feedback, both positive and negative. Compliments from customers would tell you that your brand’s strengths and what you’re doing right. Criticisms, on the other hand, would point you to weaknesses that you may not be aware of. So, all in all, these types of consumer insights would facilitate performance improvement.

frustrated businessman phone call

As a whole, customer feedback is an important resource because it would tell you whether your buyers are happy with the products and services they’re getting. Feedback would also tell you what you must do to build a meaningful relationship with your market and how much effort you need to exert to make that possible.

This particular type of contact center information can affect multiple departments and processes in your company. Ideally, all key decision makers must be able to access these sets of data—from your marketing team, to your product development and tech specialists, and even the company’s executive management.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO10 hours ago
With the #ecommerce holiday shopping rush comes the armies of customers with their purchases and inquiries.
In the middle of all this, your brand needs to make both them and your team happy.

Here's how you can strike the right balance between 𝗹𝗲𝘁𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝘁𝗲𝗮𝗺 𝗲𝗻𝗷𝗼𝘆 𝘁𝗵𝗲 𝗵𝗼𝗹𝗶𝗱𝗮𝘆𝘀 and 𝘀𝗲𝗿𝘃𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗺𝗼𝘀𝘁 𝗹𝗼𝘆𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀: https://buff.ly/3ur1Q1o

----------
Ensure your customers' needs are met with a trusted #CustomerService expert: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
CustomerService #CustomerExperience
Open Access BPO
Open Access BPO10 hours ago
Failing to meet customer expectations may be your goal, but there are unforeseen and unavoidable instances that cause you to fail.

Here are 4 basic steps of a business #CustomerSupport strategy when facing mishaps: https://buff.ly/3iDVQQr

----------
Start your journey to a better #CX with a #CusomerExperience expert: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO24 hours ago
As much as your brand wants to give your customers a great experience, there are times when you really have to say no to their requests. For #CallCenter agents who are trained to always delight the customer, having to say "no" can be difficult.

Here are 5 tips for letting down your customers gently without ruining their entire #BrandExperience: https://buff.ly/3VuHqR6

----------
Choose an #outsourcing company that values customer service and brand retention: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CustomerService
#CallCenterTips
Open Access BPO
Open Access BPO3 days ago
The holiday season is one of the busiest times for most businesses and deal-seeking consumers.

Between the onslaught of online shoppers, the potential issues you might run into, and possible internal concerns, is your brand ready to handle the holiday rush?

Here's how outsourcing can ensure a satisfying #CustomerExperience during the holidays: https://buff.ly/3XTgDzB

-
-
• How a 24/7 Call Center Handles a High Call Volume During the Holidays
https://buff.ly/3B9bkCq

• Outsourcing to Beat the eCommerce Holiday Shopping Rush
https://buff.ly/3FqlDEC

• UI Tune-Up: A Customer Service Must-Do for the Holidays
https://buff.ly/3XYPiMj

• 5 Ways to Boost Customer Satisfaction This Holiday Season
https://buff.ly/3FooIoE

• 4 Major Flops that Could Happen Over the Holidays
https://buff.ly/3FmdfWL

• How Can Philippine Call Centers Motivate Agents After the Holidays?
https://buff.ly/3XOlmmd

• Top Five Business Tasks To Outsource During The Holiday Season | via Forbes
https://buff.ly/3B9bkSW

----------
Partner with a #multilingual #CX expert trusted by global brands for their 24/7 support: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#ecommerce #OnllineRetail
#OnlineShopping #HolidayShopping
#CustomerSupport #CustomerService
Open Access BPO
Open Access BPO1 week ago
If you think it has become harder to make your customers happy these past couple of decades, you're right.

Here are the 5 reasons why making customers happy—and keeping them that way—has become an even more demanding task: https://buff.ly/3APNZFN

----------
Start improving your customer retention and brand loyalty: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CustomerService
#CX #CustomerExperience
Open Access BPO
Open Access BPO2 weeks ago
#BlackFriday and #CyberMonday are the biggest holiday shopping events in the US, with millions of consumers eagerly waiting to snatch up season-exclusive discounts and special deals.

To provide the best #OnlineShopping experience possible, #ecommerce brands and their outsourced support teams spend months devising #CustomerSupport strategies.

Here are a few notable stats about these shopping holidays.

#WeSpeakYourLanguage
Open Access BPO