8 Ways in Which CMOs and CXOs Can Use Contact Center Analytics

As companies seek achievable strategies to implement analysis to generate measurable value, some of the most interesting use cases arise from call centers. Advanced analytics tools are taking advantage of the massive transmission of customer voice data in the contact center and extracting customer-centric ideas that are particularly valuable to CMOs and CXOs.

Leaders in marketing and customer experience with a vision of the future are taking advantage of VoC’s analysis to drive improvements in customer service and offer the highly personalized and intuitive experiences demanded by consumers. But they are also discovering a commercial value that goes far beyond the customer experience: from reporting a smarter marketing and sales strategy, to guiding product R&D and even shaping the company’s growth and innovation plans.

8 Ways in Which CMOs and CXOs Can Use Contact Center Analytics:

1.- Create an omnicanal analysis strategy

Customers use an average of five different channels during the course of a single transaction with a company. However, only one in three organizations can track a customer on all channels, and 90% of call center leaders admit that they have difficulty-recognizing customers on multiple devices. Customer experience leaders are using contact center analytics tools to solve this challenge, integrating multichannel data to ensure that agents recognize a customer, no matter how they interact or at what point of their journey. In addition, this omnichannel analysis strategy gives marketing leaders and customer experience a much more complete and accurate picture of their clients’ preferences, behaviors and expectations: better data that drives better decision making.

2.- Get more complete information about customer satisfaction

Clients interact with businesses more frequently than ever: through more channels directed towards the contact center. Many customer experience leaders complement or replace traditional customer surveys with VoC information taken directly from the raw contact center interaction data. Text and voice analysis tools convert the unstructured data of voice calls, chats, text messages, emails and publications on social networks, using keywords and sentiment analysis to obtain deeper and more complete information about the satisfaction of the client.

3.- Offer very personalized customer experiences

Personalization is moving quickly from an advantage to an expectation. A recent survey found that consumers now expect brands to learn and remember their preferences. Marketing leaders and customer experience are using contact center analytics tools to solve this challenge, creating solid customer profiles that automatically gather customer data from all interactions across all channels. This gives CMOs and CXOs a much more accurate portrait of each client, and the best analytical tools can even provide predictive information based on past interactions in order to offer opportunities, campaigns and specific services that anticipate the client’s wishes and needs.

4.- Having agents more involved

As organizations increasingly compete with the customer experience, CX leaders recognize that their agents play a crucial role in shaping loyal and satisfied customers. Some contact centers take advantage of automated compliance monitoring to get away from scripted interactions. This frees agents to provide a more natural conversational service and make more authentic and genuine connections.

5.- Offer customers intelligent self-service options

As consumers increasingly seek self-service options, customer experience leaders use advanced analytics to quickly identify frequently asked questions and common problems that can be easily solved through self-service options. They are also feeding the knowledge gained from comprehensive VoC analysis in chatbots and other service tools based on artificial intelligence. By 2020, Gartner predicts that customers will manage 85% of all interactions through self-service.

6.- Optimize sales

Future-oriented marketing and sales leaders use contact center analysis tools to identify common cross-selling opportunities and additional sales during interactions, situations in which selling is the best “solution” to the customer’s problem. Fundamentally, they are using the same analysis tools to measure results, using keywords and phrases to recognize sales opportunities and track sales results, which allows them to convert sales into a viable call center KPI.

7.- Get information

Marketing leaders are realizing that customer-centric brand knowledge already exists in their organizations. Using VoC analysis tools to extract interaction data from call centers, they can hear directly from their clients which elements of a brand sound true and which are false promises. These valuable insights allow marketing leaders to better mold and build authentic brand story: deepen customer loyalty and trust, drive organic marketing and ultimately generate revenue.

8.- Improve the marketing strategy

For marketing leaders, metrics are now essential. With organizations spending more than ever to attract new customers and keep existing customers engaged and satisfied, there is no more room to trust that marketing works; You need to constantly measure the impact and perfect the strategies. According to several studies, marketing directors (CMO) are using contact center analytics to carry out continuous market research, almost in real time, at an exceptionally low cost. They can hear, directly from customers, what is working and what is not. This gives marketing teams the agility to quickly adapt their messages and segmentation, create smarter customer profiles and drive continuous improvement.