Frank Sherlock of CallMiner highlights five benefits of identifying common contact reasons through interaction analytics.
1. Uncover User Experience Issues
Whether you communicate with customers via your website, email, or telephone, you typically want their experience to be seamless. Even when a business creates a channel with the customer in mind, customers may still struggle.
For example, if a customer is asking questions via live chat on your website but doesn’t get the answers they are looking for, they may decide to call. But chances are they will probably look elsewhere for what they want.
The only way you can identify a user experience issue is if you collect speech and text data across all channels. And then analyse it for trends such as lost customers or bounce rates on certain pages.
2. Create a Better Marketing Strategy
When you start to collect data about your customers, you gain a better understanding of who they are. This information is especially valuable to your marketing department, who can use it to tweak existing marketing strategies and create new ones.
Collect information about what types of interactions customers make online, over the phone, or via email. Marketing teams can use this to determine where they should focus their budget to maximise the return on investment (ROI).
3. Create New Processes
By collecting interaction data across multiple channels, you can uncover why customers contact you and through which channel.
Some common roadblocks that cause frustration include not being able to find the information they need to make a purchase decision, not having enough information on how to use your product or service, or not being directed to the best-equipped customer service agent for their specific request. If left alone, each of these can result in lost sales and customers.
Review the data to identify specific trends on individual channels or common reasons for contacts across all channels. Update your internal processes where needed to improve the overall customer experience, increase retention, and improve your bottom line.
4. Determine Which Types of Customer Use Which Channels
More than likely, you have different types of customers depending on the products or services you offer. By collecting information about customers, you can identify which customers use each communication method.
To create a better experience for customers, you first need to understand the types of customers you serve and what is your ideal customer profile. Each customer type will have a unique set of expectations.
Once you collect specific information, your contact centre agents are better equipped to deliver a personalised customer experience, resulting in loyal customers.
5. Identify Other Customer Trends
Wouldn’t it be nice to know you have a faulty product before it becomes widely known, impacting your reputation? Or that you have agents that need more guidance on how to properly manage customer conversations? These are both additional trends that are easier to spot when you collect data across all communication channels instead of focusing on one.
Once you have this information, you can quickly make changes or provide necessary training to assure the problem doesn’t persist.
This blog post has been re-published by kind permission of CallMiner – View the original post
To find out more about CallMiner, visit their website.
Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.