Understanding Customer Service Experience Outcomes Through Data Bhagirath Sindhav April 14, 2022
Understanding Customer Service Experience Outcomes Through Data
Understanding customer service experience outcomes through data
Understanding customer service experience outcomes through data

Understanding Customer Service Experience Outcomes Through Data

The customer-first approach is gaining importance for businesses in every industry. Today, 73% of people have confessed that customer service experience is one of the top determinators of their purchasing decisions. 

Consequently, the customer service and contact centers are evolving rapidly with the latest technologies– cloud, artificial intelligence, and business intelligence platforms to facilitate businesses with a better understanding of the customer service experience. Data plays a significant role in their services as call and contact center software can derive actionable insights from the data collected through thousands of customer interactions every day.  

Be it a call or contact center software or Unified Communications solution, you can harness the power of data in both. Data can help you to formulate an effective customer experience strategy. Analysis of data is the most cost-effective strategy for businesses to identify the flaws or improve their customer service to ensure a delightful customer experience. 

Deploying resources to record, transcribe and analyze data manually is time-consuming and expensive. In this age of technology, it is the wisest decision for every business to leverage technology to gain customer insights and use them as a foundation of strategic decision-making. 

Data-driven insights to understand customer experience outcomes

Nowadays, customer service is not just limited to telephonic conversation; it has extended its limit to video calling, live chat, social media commenting, online reviews, etc. Therefore, companies are adopting omnichannel communication to enhance the customer service experience. As a result, there are more channels to gather customer data and derive insights to understand customer experience outcomes.

Unified Communication software has become a lifeline to businesses for gathering data and analyzing it to draw important insights for the customer service of the business. 

Similarly, UC  products can further be used to capture various data from the different channels that the business uses to connect and communicate to the target audience to understand the trend of potential clients. For instance, buyer journey data can help a company to understand the omnichannel customer experience through the analysis of journey steps to detect the phase of the sales funnel where most clients are dropping off.

Most businesses are transforming themself into data-driven companies to improve efficiency. When it comes to customer experience management, companies are adopting the same approach. Today, call and contact center software is not just responsible for ensuring high-quality, low-cost customer communication but also for providing the data analytics & reporting source for customer service experience. 

How is data improving customer service outcomes?

Data analytics & reporting has become a mandatory feature that companies look for while selecting a customer service experience management solution. While data is certainly important, if the unified communication software or call and contact center software fails to make sense out of this data, the companies may fail to leverage the huge volume of data collected for maximum potential benefits. Here are some ways customer communication data and data analytics helps companies proactively enhance customer service outcomes. 

Evaluation of quality consistency through different channels

Today, companies interact with customers through calls, videos, social media pages, and other channels. Therefore, if the company wishes to provide quality customer service, it must follow an omnichannel approach for data analytics of customer communication. A unified communication solution can collect data such as the traffic received from each channel, the average interaction time, satisfaction rate of clients through different channels, to improve omnichannel customer experience by deriving actionable insights through the analysis of these data. Companies can harness the power of AI to track and detect inefficiencies in the process by data analysis of the whole buyer journey through different channels thereby using data to create improvement strategies.

Tracking the most convenient time to call

Call tracking is one of the mandatory features of almost every call/contact center solution. The best way to utilize this data for the benefit of the business is to compare the timing of the call. Usually, a call and contact center software collects pick-up rate and timing data. If the timing of the calls is collected and compared, you can easily derive some time slots where the pickup rate is high; those time slots are best for inbound and outbound outreach. 

Similarly, comparing the pickup rates of different days of the week, you can detect on which day of the week your customers are more likely to pick up your business calls. Finding the most convenient time increases the chances of customers picking up and interacting with the call center reps, thereby playing a significant role in nurturing primary customer service experience thereby boosting conversion rate.

Targeted coaching to improve agent performance

The productivity and performance of the calling agent serve as a parameter of the success of the call/contact center software as well as the company’s customer experience management. Capturing data of the calling agents using AI-enabled intelligent analysis can detect the coaching needs of the calling agents. If your company or the solution providers can provide appropriate coaching to the agents, it will bridge skill gaps and improve agent productivity thereby leading to better customer service experience outcomes. 

Improving FAQ sections by analyzing the most asked questions:

With features like call recording, the call or contact center solution automatically records, transcribes and analyzes the call. This saves time and costs for the company as doing these tasks manually can take a lot of time. Most customers call up or send messages when the required information is not available on the website. Therefore, companies can enlist the most commonly asked questions in the FAQ section to improve the customer service experience. It is an effective customer experience strategy to reduce cost as well as reduce the volume of calls.

Preventing transfer to wrong departments:

Cutting down waiting time for customers is an essential part of improving the customer service experience. Speech analytics is a feature that can help in serving the purpose of evaluating call routing. It uses AI to identify the keywords in the content of the conversation to redirect the customer call to the right department thereby boosting the first call resolution (FCR) rate.

Tailoring customer experience through an understanding of specific needs:

Personalizing the customer experience works excellently to boost the customer service experience. Most UC products and call/contact center solutions offer third-party integrations thereby allowing businesses to integrate CRM with the communication solution. Therefore, when an identified customer calls, the agent can view detailed information of the customer (that the customer had provided earlier). It enables the agent to know the specific needs of the customer and respond accordingly thereby improving customer service experience outcomes, especially for primary customers.

The Bottom Line

Data serves as a driving factor in providing key customer insights, building stronger customer relationships, and improving the customer service experience. As data is becoming more and more important in the world of unified communication products, companies will be able to focus more on the human side of their businesses and improve their services. Data analytics is a great way to improve your existing customer experience strategy as it helps you identify market trends faster, provides deep analysis of data to drive actionable insights, and enhances overall customer satisfaction.

Also Read: Top 5 Customer Experience Trends to Consider in 2022

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