Ryan Pellet argues that businesses need to innovate in order to avoid being consigned to the technology dustbin.
I decided to clean out my drawer of obsolete electronics over the weekend. It’s my equivalent of the kitchen junk drawer, only filled with has-been technology devices.
Combing through tangled cables to find my ancient Palm V, my old Nokia phone and my original iPod made me almost nostalgic. Each of these devices was once a tool I relied on to stay organised, keep in touch, or amuse myself on long business flights.
But over time, new gizmos came out and these got tossed in the drawer. Today I carry a smartphone that combines the best features of them all.
Cutting-edge solutions must innovate to keep their leadership position
My electronics drawer is a pretty good metaphor for what happens to business technology in general. So-called next-generation, cutting-edge solutions must innovate to keep their leadership position, while the stakes are constantly ratcheted up by market demand for more robust, user-friendly solutions.
The trend is clear: innovate today, or be gone tomorrow.
Interaction analytics is no different. A few years ago, call centre agents dialled their own calls, and supervisors managed their teams by listening in.
Doing simple recording and post-call review was once considered innovative. Whatever limited insights supervisors gained were applied solely to improving call centre processes.
Fast-forward to today: call centres are contact centres, and the literal “voice of the customer” is delivered via phone, in texts, by chat, or social media sites.
Best-of-breed interaction analytics solutions are raising the bar
Today’s interaction analytics solutions can provide customer feedback that was never available before. Best-of-breed solutions surpass even that – pinpointing the root causes of customer issues, and providing strategic insight that impacts the entire enterprise.
Just like my smartphone has reset my expectations on how I interact with my world, best-of-breed interaction analytics solutions are raising the bar for what companies can expect to learn from their contact centres.
The interaction analytics process is something you do
Ryan Pellet
Today’s companies aren’t satisfied with learning WHAT happened to a customer relationship. They want to know WHY. And who better to answer such questions than the customers themselves? Today’s best interaction analytics solutions can deliver the answers – in the customer’s own words – and share them with enterprise analytics and modelling programs to empower strategic responses.
Savvy organisations are coming to realise that the interaction analytics process is not something you buy. It’s something you do.
Investigating the customer experience, discovering customer attitudes and interpreting what it all means to your organisation is an ongoing practice – and using the right tools can give you a strategic advantage.
With thanks to Ryan Pellet at Nexidia
Author: Megan Jones
Published On: 8th Oct 2014 - Last modified: 22nd Mar 2017
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