How to Pass Insight From the Call Centre to Other Business Functions

Chris Thomas, EMEA Sales Director at CallMiner, shares his advice on how to use interaction analytics to capture the insight buried in every customer interaction and make it immediately available to other business functions.

The main reason companies may not look to the call centre for valuable insight is that most call centres only analyse a small, random sample of the calls and interactions that take place every day.

This means that the data that is available does not provide a complete picture of interactions with customers and therefore is unlikely to be representative of how customers are feeling. Add to that the fact that recorded calls can take days or even weeks to index. This means any advantage that can be gained may be lost in today’s fast-moving markets.

By using an interaction analytics tool, such as CallMiner Eureka, you can remove all of these inhibitions by monitoring, scoring and mining the data from 100% of your agents’ calls and other customer interactions, such as Tweets and texts.

Below are just some of the ways in which interaction analytics solutions can help you gather valuable market intelligence that can be passed from the call centre to other business functions.

1. Identify and fix product, service or process problems before they become a big issue

Because 100% of calls and interactions are analysed it’s possible to spot and address product or process issues as they materialise through root cause analysis. This function allows organisations to identify anomalies or emerging trends based on the words used in customer interactions.

Imagine you’re testing a new product or service. The analytics on every interaction will enable the contact centre to alert sales, marketing and R&D teams about possible faults and weaknesses of the product or confusion over the offering or instructions. With these insights, the situation can be rectified before it becomes a major issue.

2. Identify sales opportunities

By harnessing 100% of your agent interactions, businesses can use this valuable market intelligence to identify possible sales trends or to create opportunities to up-sell or cross-sell.

An unexpected increase in calls regarding the availability of a specific product could indicate a new seasonal sales trend. Using the insight gathered via interaction analytics, a company could predict the increase in demand and alert operations so that adjustments to stock and resource levels can be made to meet it.

Analytics can also identify points in a call when customers are highly disposed to accept a ‘close’ or willing to receive an additional offer. Agents provided with this insight can significantly increase their conversion rate and deliver a better customer experience.

3. React quickly to competitor offers

Monitoring and scoring 100% of your agents’ calls can also help you capture what your customers may be saying about competitors. For example, during a phone tariff renewal call, a customer may mention a competitor offer that he thinks may suit him better.

With random sampling of calls, the probability of discovering that this is the start of a major campaign is small. Analysing every call can give you the advantage of spotting and then sharing this insight with other teams to quickly react to a competitor offer. By providing agents with a counter-offer you could not only minimise customer churn but also convert existing customers to a new deal.

4. Evaluate the performance of your marketing campaigns

Interaction analytics can help you quickly assess whether your TV ad, email or phone campaign is converting well. For example, are people calling in regarding a specific offer they saw on the TV campaign, does it create a buzz on social media or has it triggered negative comments? Monitoring every interaction will enable the marketing team to optimise the messages to deliver a better ROI.

5. Improve product scoring

Having access to insight gathered via interaction analytics gives you the opportunity to cross-correlate your data.

For example, one of CallMiner’s customers was able to identify very quickly the reason behind negative sentiment about one of its phones by correlating the sentiment with feedback on product features.

What seemed like a problem with the phone turned out to be dissatisfaction with pre-loaded mobile apps. By removing the apps, the company saw sales of its phone improve dramatically.

For more information about CallMiner, visit their website.