“This call may be monitored and recorded for training and quality purposes.” That is a familiar refrain for all of us that have called into a contact center in the last 15 years. Traditionally, these recordings were used for exactly what the recording stated – companies’ supervisors would listen to the recordings to perform employee evaluations. Recently however, leading businesses are driving a change from this traditional, tactical approach to a more strategic focus, by mining the mostly untapped goldmine of data coming from the voice of their customers.
In this information packed interview, Oscar Alban, the principal marketing consultant for Carousel partner Verint, discusses how companies are changing their focus and identifying vast untapped opportunity in the recordings of their customer interactions.
Identifying Trends in Contact Center Interactions with Call Analytics
According to Alban, the contact center is a place that more people may interact with on a daily basis than see the average company’s advertisements. It is also where real customers and prospects provide invaluable feedback on the products and services (and customer service) that the company offers. The continued reduction in the cost of computing power and storage, in conjunction with voice-to-text translation and voice inflection identification software now allows businesses (with help from solutions like Verint’s Voice of the Customer), to identify important trends, opportunities and risks in the conversations they have with their most important constituents.
“More and more companies are now recording 100% of their calls,” Alban explains, “By using call analytics, they are able to identify issues before they impact the company.” In one example, he cites a Verint customer that was able to identify a trending problem and take steps to address it before it resulted in a catastrophic issue. They believe call analytics helped proactively save them thousands of customers.
Eliminating the Contact Center Silo
As the new insights from “voice of the customer” interactions become available, the traditional walls between the contact center and other departments in the enterprise are coming down. The untapped data that is mined from call centers can be used as crucial building blocks to inform multiple aspect of the business. “We encourage our customers to eliminate the information silos and share data,” says Alban. “It has resulted in tremendous new opportunities.”
From the marketing department gaining real-world customer feedback and fine tuning what and whom to target, to the research and development team using the insights that the program gathers to build more useful and popular products, using this “big data” can transform how a company works from the inside out.
Driving ROI With Contact Center Call Analytics
The number one thing that management teams want to see from any new technology purchase is a return on investment. Contact center recording and analytics, according to Alban, is providing a measurable ROI to businesses. Between cost savings, improved efficiency, customer retention and new opportunities identified by the marketing and product management departments, companies are able to see return-on-investment timelines measured in the month, not years.
To learn more about how businesses are taking advantage of their customer interactions to drive efficiencies and returns, listen to the whole interview. For more information on how Carousel can help you take advantage of contact center analytics and implement Verint’s Voice of the Customer product, contact Carousel today.