You know your customers, right? This year has thrown up some rather potent examples of what happens when this isn’t the case.
Politics aside – and translated into the contact centre arena – customers now expect to receive an effective service, however they choose to communicate, and there are two things they hate:
- When you’re too busy doing things your way to notice they’ve gone another.
- You’re too complacent to take corrective action.
Crucially, it doesn’t matter what contact centre set-up you have; if your approach to using data/intelligence about your customers is poor, your results will be too. You need to know your customers.
Every business should look on the information they receive about their customers as treasure. All contact details, customer preferences and habits that you collect should not only be carefully stored but used to create further business success.
So, if you haven’t already, implement a data collection and usage system that enhances your customer offering. Start by considering how you currently collect your customer data. Are you using every opportunity to collect it in a compliant way?
Then build upon the ways you collect data. Your business should use ‘End-to-end reporting’, where every customer interaction/conversation is recorded, indexed and stored for easy access.
You can then use this intelligence to address issues and improve the customer experience, as well as prepare future outbound and inbound contact campaigns.
Data collected should be stored and used and made available so that your agents have:
- Fast access to data.
- A complete, single view of each customer and the context of their interaction.
- Integration across all Apps.
The results will be:
- Easier management of complex channels.
- Improved customer issue resolution.
- More lead conversions.
- Increased sales.
So never neglect your data – treat it as gold dust and it will pave the way to success.
Tech takeaway: It doesn’t matter what contact centre set-up you have; if your approach to using data/intelligence about your customers is poor, your results will be too. You need to know your customers.
Next time: rostrvm is celebrating its 30th birthday…. our top 30 tips.