Can big data reinvent the call center industry?

Can big data reinvent the call center industry?

Faith Ocampo Published on July 22, 2015

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We often talk about big data in the context of target marketing as we aim to personalize the customer experience and capture the core interests of our clients. As a marketing aid, data analytics has been proven to bring brands closer to their community. But how can we extend this advantage to other work processes?

If we want to maximize the use of the vast amount of digital information available out there, we should start thinking about what it can do for other industries. For instance, as customer service plays a special role in the bigger marketing strategy, refocusing the information revolution trend toward this area may potentially change its entire landscape.

The big question is: how can big data reinvent the call center industry to provide a much better experience to customers?

Everyone records their customer service calls.

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Perhaps the most voluminous digital information that every contact center has is this. Recording customer service calls lets specialists analyze what went wrong and what went right during a particular instance of customer-brand interaction. Aside from enabling managers to determine agents best practices, call recordings allow companies to monitor their progress and work quality. Thus, they can set standards, revise outdated strategies, and start new ones.

It goes without saying that call records are one of the most important pieces of information in every call center. What most outsourcing companies don’t realize, however, is that these recordings already contain everything they need to enhance the customer experience.

And this is where big data comes in.

With the right people, computer tools, and analytics, we can gather deeper insights about what actually goes on during customer calls. Top this up with a little behavioral science and the results for your business can be revolutionary.

First, agent data can be used to determine their strengths and weaknesses. And this is becoming increasingly important as we all aim for higher productivity and efficiency in the call center. Through data analytics, you can identify agents skill levels, the factors that contribute to successful call handling, and the reasons behind poor engagement.

Second, customer data analysis can match caller personalities with the right agent. Analyzing trigger phrases or terms and studying voice tones can accurately depict a caller s personality and mood during a call. This makes it possible to reroute calls to agents who can best handle particular issues.

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And lastly, big data can measure customer engagement. Although it may not be an exact science, having the means to understand how customers behave across multiple channels will help you reach out to them. Knowing their preferences, habits, and changing needs by social listening will influence how you innovate your call center services.

Truly, we’re in the age of constant revolution. The digital world, the entire business sphere, and the outsourcing industry are in a constant state of flux. It is understandable that as part of this complex landscape, most entrepreneurs find it hard to define the best business path. But more than a challenge, making the most of today s biggest trends is a necessity for every organization aiming to make a lasting global impact.

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.
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