{"id":32648,"date":"2022-04-12T08:45:23","date_gmt":"2022-04-12T06:45:23","guid":{"rendered":"https:\/\/enreach.es\/blog\/how-to-use-data-effectively-in-call-centers\/"},"modified":"2023-12-13T13:03:50","modified_gmt":"2023-12-13T12:03:50","slug":"how-to-use-data-effectively-in-call-centers","status":"publish","type":"post","link":"https:\/\/enreach.es\/en\/blog\/how-to-use-data-effectively-in-call-centers\/","title":{"rendered":"How To Use Data Effectively In Call Centers?"},"content":{"rendered":"<p>Call center customer experience (CX) leaders say adapting to customer needs is the number one goal driving their digital transformation activities, according to a recent report from Aberdeen.<\/p>\n<p>Meeting these needs allows for customer focus, creating a positive experience and, ultimately, a loyal and lasting relationship. But <strong>many organizations fall short of their digital transformation goals, and the main reason, according to the Aberdeen report, is a lack of data<\/strong>.<\/p>\n<p>While <strong>companies collect a great deal of user data through various <a href=\"https:\/\/www.masvoz.net\/products\/cloud-contact-center\/\">digital channels<\/a>, including chat, email, phone and text messages, the vast majority of contact centers <\/strong>(78% of them, according to the CX survey Aberdeen Executive Agenda 2021) indicates using the data collected to improve employee productivity and make better business decisions in contact centers.<\/p>\n<h5><strong>Why Should Companies Use The Data Collected?<\/strong><\/h5>\n<p>While nearly a quarter of CX and call center leaders surveyed by Aberdeen said they rely on data and analytics to make strategic decisions, a number of factors get in the way of their ability to use the data they collect effectively.<\/p>\n<ul>\n<li>34% think the data is insufficient.<\/li>\n<li>33% believe that data quality is not fit for purpose and execution.<\/li>\n<li>32% think that the qualified human resources necessary to manage the data are lacking.<\/li>\n<li>28% lack the necessary technologies to manage the data.<\/li>\n<li>27% believe that data sources make it difficult to create a unified view of data.<\/li>\n<\/ul>\n<p><strong>According to the Aberdeen report<\/strong>, not all the data that companies have in their systems is relevant to every interaction. In addition, <strong>the data that organizations may have in their systems may be out of date and may not reflect current customer behavior and needs<\/strong>.<\/p>\n<h5><strong>How Artificial Intelligence (AI) Is Changing The Way Contact Centers Use Data?<\/strong><\/h5>\n<p>In some cases, the lack of employees with technical skills impedes the use of data by call centers. <strong>Contact centers not only need to bring agents up to speed with new technologies, but also equip them with tools capable of extracting information and analysis faster<\/strong>. Increasingly, AI powers those tools.<\/p>\n<p>Aberdeen defines the range of Artificial Intelligence capabilities in the call center as follows:<\/p>\n<ul>\n<li><strong>Artificial Intelligence (AI):<\/strong> Automated reasoning and decision-making capabilities based on insights discovered through machine learning algorithms.<\/li>\n<li><strong>Machine Learning (ML):<\/strong> Technological applications that learn by themselves by analyzing a pattern of historical and recent data.<\/li>\n<li><strong>Prescriptive Intelligence:<\/strong> Tools used to analyze structured and unstructured historical data to make predictions and suggest decision options.<\/li>\n<li><strong>Predictive Analytics:<\/strong> Tools to predict the future behavior of customers.<\/li>\n<li><strong>Automation:<\/strong> Tools used to automate the execution of tasks such as customer routing, agent scheduling, and quality control.<\/li>\n<\/ul>\n<h5><strong>How AI Helps Achieve Customer Experience (CX) Goals<\/strong><\/h5>\n<p>These AI tools can be used to see how specific activities can help address customer issues, helping organizations create a <strong>personalized customer journey<\/strong>.<\/p>\n<p>Additionally, predictive analytics tools can show the activities of current customers who share similar characteristics and help the contact center better anticipate how to address their needs. In fact, <strong>call centers using AI capabilities experience superior CX performance improvements, according to the Aberdeen report, including:<\/strong><\/p>\n<ul>\n<li>3x year-over-year increase in customer retention rates (10.5% vs. 3.2% among non-AI call center users).<\/li>\n<li>5x year-over-year increase in customer satisfaction rates (10.1% vs. 2.9%).<\/li>\n<li>8x year-over-year increase in customer effort score improvement (8.8% vs. 1.1%).<\/li>\n<\/ul>\n<p>In conclusion, <strong>AI capabilities can help call centers translate collected data, observe agent behaviors, and quickly learn whether interactions have a negative or positive impact on overall CX, leading to better competitive advantage in digital transformation<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Call center customer experience (CX) leaders say adapting to customer needs is the number one goal driving their digital transformation activities, according to a recent report from Aberdeen. Meeting these needs allows for customer focus, creating a positive experience and, ultimately, a loyal and lasting relationship. But many organizations fall short of their digital transformation&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/en\/blog\/how-to-use-data-effectively-in-call-centers\/\" title=\"Read How To Use Data Effectively In Call Centers?\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":32649,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5191],"tags":[],"class_list":["post-32648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-smart-contact-center"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Use Data Effectively In Call Centers? - Enreach ES<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enreach.es\/en\/blog\/how-to-use-data-effectively-in-call-centers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Use Data Effectively In Call Centers? - Enreach ES\" \/>\n<meta property=\"og:description\" content=\"Call center customer experience (CX) leaders say adapting to customer needs is the number one goal driving their digital transformation activities, according to a recent report from Aberdeen. 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