Keeping data integrity intact: Tips for contact centers

Keeping data integrity intact: Tips for contact centers

Faith Ocampo Published on June 21, 2016

business-executive-questioning-employee-with-printed-reports

What happens when brands make decisions based on erroneous information?

Call centers generate massive amounts of data every day. The big data explosion in these frontline organizations is effected by the use of multiple channels, allowing brands to interact with several customers at once.

Generally, we’d say it’s a good thing. The more customer data we have, the more we’re able to understand who we market to and who we make our products for. But what happens when we can’t even trust our data?

laptop-with-call-center-headset-printed-reports-charts-graphs

In an ideal scenario, both big and small decisions are informed decisions. They’re driven by insights extracted from customers themselves. Marketing strategies, customer experience improvement, and promo gimmicks can almost be fail-proof if they’re anchored to reliable sources of information.

However, data integrity can be tarnished in many ways, and you may not even notice it. Some possible causes of errors are encoding lapses, faulty analysis, and inefficient data gathering. When managers make decisions based on incorrect and incomplete information, the consequences can hurt the company a lot. Baseless actions lead to unnecessary expenses and irrelevant customer programs. In short, false data not only impedes growth—it completely works against it.

To avoid tainting the customer information your call center gathers, remember these.

1. Improve the way you generate data.

hand-typing-on-laptop-with-call-center-headset-printed-business-reports

The term “big data” reeks of promise and auspicious opportunities for customer service strategists and marketers but only if the information you’re able to generate is of high quality. Customers generate data in a variety of ways. As they reach out to companies to voice out their concerns, they leave footprints that are useful for decision-makers. Examples are:

    • the channel of their choice;

    • the complaint itself (which may point you to bigger product/service issues); and

    • their expectations.

So instead of trying to fix problematic data, why not enhance the way you gather them? To minimize errors, most call centers automate their data gathering mechanism. Using data analytics tools, these firms are able to convert raw information to actionable plans. You just have to make sure that the software you’re using is properly integrated with your other processes. Both marketers and call center managers must have access to these customer data and be able to use them in the right way.

 

2. Gather data for a purpose.

hands-holding-clipboard-reports-charts-graphs

You must have a purpose in mind before you even start generating new data. This will allow you to identify the kind of details you need (facts, figures, or qualitative insights) and the processes they must undergo (organization, statistical analysis, or qualitative interpretation) before they assume a readily applicable form. Without this sense of direction, or even just a general idea of how the data will be used, you won’t be able to make sense of the information at hand.

Having a goal would allow you to monitor every step in data generation, starting from the moment the information is produced up to the application stage.

 

3. Managers are responsible for data integrity.

female-executive-using-computer-mouse-on-top-of-documents-reports-charts-graphs

Someone should be watching over customer data at all times to ensure that they’re kept safe and are being put to proper use. For many contact centers, identifying the right person to take on this task is often difficult, primarily because several departments make use of data. IT specialists, for instance, are primarily responsible for data security. Customer service managers, data scientists, and marketers are also involved in gathering and analyzing data.

 

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 BPO4 days ago
#Repost | Team Allied Services and You:
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢 is once again supporting #RyansRun during the TCS New York City Marathon this November.

Ryan's Run is a nonprofit organization and NYC Marathon Charity Partner. This #sponsorship supports #charity healthcare system Allied Services and their goal to improve the lives of people with disabilities, life-changing injuries, and chronic illnesses.

Photo shows Open Access BPO CEO Ben Davidowitz presenting the multilingual #CallCenter's donation to Allied Services' Jim Brogna and Steve Davidowitz.

----------
Open Access BPO is a multilingual call center with locations in both the Philippines and the United States. The company’s Chief Operating Officer, Ben Davidowitz, grew up in Kingston, PA. His brother, Steve, has been part of the charity campaign since its inception in 2010, and will be running the TCS New York City Marathon once again this year as part of Team Allied Services and You. He will be joined by an Open Access BPO employee.

Thank you @openaccessbpo

#openaccessbpo #teamalliedservicesandyou #pinoyrunner
#tcsnycmarathon #partnership #support #WeSpeakYourLanguage
#NYCMarathon2022
Open Access BPO
Open Access BPO5 days ago
Open Access BPO, in partnership with the Philippine Red Cross, is holding a #BloodDonation drive on September 28.

Employees who haven't signed up as #BloodDonors may do so by filling out this form: https://buff.ly/3dvNyI6

𝗦𝗮𝘃𝗲 𝗮 𝗟𝗶𝗳𝗲 𝗕𝗹𝗼𝗼𝗱 𝗗𝗿𝗶𝘃𝗲 𝟮𝟬𝟮𝟮
September 28 | 10:00 AM - 3:00 PM PST
Open Access BPO Makati, Glorietta 2 site lobby

#WeSpeakYourLanguage
#DonateBlood
Open Access BPO
Open Access BPO6 days ago
#Gamification works to create healthy competition and camaraderie among your #CallCenter agents while ensuring productivity and high quality support for your customers.

But it only works if done right. Here are several tips you can use to gamify your contact center: https://buff.ly/3dvR6Kt

----------
Ensure high quality support for your customers: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO6 days ago
Having a branded #CustomerService strategy sets your business apart from others, helping grow your customers base and enhancing #CustomerExperience.
Here's how you can develop a branded customer service strategy: https://buff.ly/3Smzv6A

----------
Outsource #CustomerDelight without losing your #BrandIdentity: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #branding
Open Access BPO
Open Access BPO2 weeks ago
Quality evaluations may vary per #CallCenter, program, client, business model, or approach. But here are time-tested methods to accurately gauge service quality: https://buff.ly/3RI9Ghr
----------
Give your consumers high quality multilingual #CustomerService 24/7: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CallCenterOutsourcing
Open Access BPO
Open Access BPO2 weeks ago
Companies lose billions due to poor #CustomerService. But more than the monetary loss, giving customers reasons to leave can incur a far greater impact on your business.

Read: https://buff.ly/3DktOSk

----------
Step up your #CustomerRetention game by #outsourcing to a #CustomerSupport expert: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerCare #CallCenterOutsourcing
Open Access BPO