Insight from Debbie Nolan, Business Development Director, CRM Solutions, Arvato UK & Ireland has been featured on Customer Experience Magazine, discussing how contact centre data holds the key to boosting customer satisfaction.
Debbie outlines how a growing number of companies are starting to recognise the opportunities that lie in tracking and analysing contact centre data to improve business processes overall.
Customer service centres collate a vast amount of data from a wide range of contact channels, including phone, web-chat and social media. Access to this data can help brands glean new insights and prioritise solutions to the underlying issues that cause customer enquiries in the first place.
Debbie explains: “It is a standard process to identify and record the specific reason for a customer service call, however the actual trigger for the enquiry can often go under the radar. By changing the priorities of a customer service conversation, contact centre agents can easily differentiate between the initial trigger of the call and the nature of the customer’s problem.”
“We’ve seen this approach achieve considerable success with one of the world’s leading airlines. By reporting call triggers, we’ve been able to help the airline make changes that have led to a 10 per cent drop in call centre enquiries – equivalent to more than 100,000 calls a month.”
You can view the full article here.