Today's contact centre goes beyond providing customer support and keeping customers satisfied. It also generates a significant amount of data essential to improving the customer experience. Business intelligence encompasses all strategies and techniques used to analyze data and provide actionable insights for a company's strategy. Companies use these insights to optimize sales and marketing funnels, increase customer retention and improve ROI. Some businesses focus on sales and marketing for BI data sources, but understanding why customers contact a company, the problems they encounter, and common questions asked give valuable insight on the entire customer journey.
Integrating CRM and applications in contact centres provides front-line customer support with the tools they need to quickly resolve customer concerns and track previous cases by putting all the data in one place. This makes a big difference in deployment speed and downtime mitigation.
Customers are spoiled for choice when it comes to the companies they do business with. Businesses can't rely on being the sole source for a product, or the cheapest. Quality customer service is sometimes the only differentiating factor between companies. If a customer has a poor experience with customer support, such as detailing the problem to multiple customer service agents or getting unsatisfactory help, it's harder to retain the customer.
BI tools for contact centres analyze each interaction between customer service and the customer. Some metrics, such as average call time, may already be tracked with existing contact centre solutions. BI goes deeper into understanding the relationship between data points, how it relates to the customer experience and ways to improve revenue by increasing customer retention.
BI tools can examine how long it takes for customer service representatives to input customer data, whether this data is shared across multiple applications through integrated solutions and whether the resolution process introduces inefficiencies into the customer experience. For example, if a customer has to provide the same information multiple times throughout the call, instead of the information automatically populating after the first entry, it increases the time before the customer issue gets resolved.
Another way BI helps improve potential revenue is by providing recommendations on likely cross-sales and upsells relevant to the customer. It's easier to convert a customer who has already purchased from a business, but it's important to offer products that are likely to be of interest. BI tools utilize buyer persona and customer information to help businesses identify potential sales opportunities.
Ready to improve your business strategy with BI tools? Ask us questions or get a consultation to determine business fit and ball-park pricing.