How call centers in the Philippines use data to understand customers

OABPO Blog Team Published on January 30, 2014

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Knowing the customers is one of the basics of customer service. This is perhaps the first step that call centers in the Philippines take when implementing any voice service, particularly telemarketing. Without accurate knowledge of the market, no marketing campaign would be successful.

There is a ton of data information that contact centers can collect from the consumers, but not every piece of information is worth keeping or even helpful in familiarizing with their market. Then what customer data should you collect, and where should each bit of information be used?

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Collect basic data to define interests

The basic information that your customers provide includes their name, age, gender, location, and phone number. Obviously, your customers’ age and gender would tell you if your products are suitable for them. Location information, on the other hand, can give you an idea about local trends or their geography-specific needs that appeal to them. For instance, it may be a great time to offer cruise reservation services to clients who inquired from cruising hotspots in Florida during the month of July.

Track past transactions to determine future preference

Knowing how much money your customers spent and when the spending took place will help you chart anticipate their next purchases. Additionally, it will help your agents determine if cross-selling or up-selling efforts could be effective. For example, if a person recently subscribed to your phone plan, that customer may be interested in the pitch to upgrade the subscription to a phone-plus-Internet bundle.

Measure the problem’s severity to gauge call length

A recent study found out that the purpose of the call can determine the amount of time the customer is willing to wait to reach a representative and even the call length before they decide to hang up. Customers calling because of serious issues (product replacement, malfunctioning parts, etc) tend to stay on the line longer, while those with minor issues (such as inquiries) may be willing to call at a later time.

Knowing basic information about your customers doesn t automatically mean that you understand them. It takes precise market pulsing to make any voice service campaign successful. Any business, not just call centers in the Philippines, can benefit from customer understanding, so this should be a crucial step in any of your business ventures

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