What Customer Experience Analytics Tools Should a Call Center Take Into Account?
10 de January de 2023
Call centers collect and generate vast amounts of customer data, but without the right technology, it can go to waste. With the rise of Artificial Intelligence (AI), companies can make the most of user information.
Customer experience (CX) analytics solutions can take all of that data and turn it into actionable insights that can be viewed and used by members of all departments in the company.
Thus, customer experience analytics tools can fill data gaps so that contact centers can obtain a holistic view of daily operations and customers. As a result, the entire organization will benefit.
Why Do Call Centers Need Customer Experience Analytics?
Although they are not solely responsible for the company’s CX, contact centers play a vital role in delivering satisfying and differentiating customer experiences that strengthen relationships. For example, Gartner research revealed that 95% of consumers indicated that customer service has an impact on brand loyalty.
Today’s CX efforts are heavily data driven. Additionally, Gartner found that a large majority of brands now compete primarily on customer experience. These two factors make it imperative for contact centers to have intelligent customer experience analytics tools so they can make timely, data-driven decisions.
AI-powered analytics help customer service supervisors identify and improve key satisfaction drivers and pinpoint opportunities for improvement. For example, analytics tools can highlight agents who need more training on specific topics.
What Kind of Customer Experience Analytics Does Call Centers Need?
When contact centers decide it’s time to gain more visibility into performance and customer needs and feedback, they have several options to choose from, including the following:
1) Interaction Analytics
Interaction analytics are capable of processing interactions across all channels to generate insights such as:
- Customer sentiment.
- Emerging issues.
- Trending topics.
- Possible compliance problems.
When combined, this pool of knowledge enables supervisors to better manage operations and CX.
2) Reports and Business Intelligence (BI)
To manage operations and CX effectively, call centers need flexible reporting tools that deliver real-time, easy-to-understand data. In this way, it allows supervisors to react quickly to changes to preserve the customer experience.
3) Customer Journey Analytics
Customer service journeys typically involve multiple channels and touch points. For example, a customer with a need can first try to resolve his query by searching on a company’s website, then move on to a chat and finally get a solution by talking to a telephone agent.
The proliferation of so many digital channels has made different options available to consumers and they are taking full advantage of them. For example, Salesforce found that the average customer now uses 10 different channels to communicate with brands. When users use multiple channels in the same interaction, it creates a more complex customer journey that needs to be closely watched.
Customer journey analytics is a solution that allows companies to continuously monitor and optimize the journey. By connecting disparate interactions, this tool provides a complete view of the customer journey, making it much easier to identify underperforming touch points and transfers.
Thus, having these insights can lead to reduced customer effort and a better understanding of CX quality.