Stop and think about all of the various problems that your contact center is going through right now like unhappy customers, long wait times and low customer retention rates.
Chances are likely you are trying to solve each problem individually, by tackling one issue at a time. As it turns out, though, there may be one underlying issue at the heart of all of your contact center problems: Poor information management.
Data, in other words, is the lifeblood of a contact center. It’s necessary for carrying out just about every task, from assessing individual customer journeys to figuring out how effective an interactive voice response system is. Each data point, in other words, is one small piece of the puzzle that is your contact center.
Here are some signs that your contact center has information management issues:
There is no central CRM: One of the most important reasons why contact centers collect data during customer interactions is so that it can be used to enhance the customer journey. Demographic data, customer feedback, contact information and agent notes all come together to provide agents with an up to date overview of each individual customer account. Unfortunately, many contact centers silo this information from other departments like sales and marketing, leading to fragmented systems. This leads to misinformation, and poor reporting.
Data is insecure: Cybersecurity and business continuity are now top requirements for contact centers. As contact centers continue to digitize at high rates, and cybersecurity threats continue to mount, security is becoming paramount to success. Again, fragmentation is a huge problem here as many companies are storing data across multiple systems and employee devices. This creates shadow IT, where IT does not know where information is being stored, and it also opens the door for a large number of cybersecurity issues.
Data is not actionable: At the end of the day, it does not matter if you are collecting data if you are not organizing it and processing it. Data needs to be thoroughly processed and strung together to identify trends and help improve business operations. It’s very common today for business owners to say that they are collecting data, but they don’t know what to do with it. Understand that if you are collecting data and not making it actionable, it’s more of a risk than it is worth.