Improving Your Customer Care Strategy-It’s Easier Said Than Done

Let’s face it; airlines don’t have the best reputations in the customer care space. One airline, however, is hoping to turn things around. According to a recent Forbes article, United Airlines is admitting that their customer care hasn’t been the greatest over the past several years. In fact, it ranks at the bottom of the list of all U.S. carriers.

Nonetheless, the hopeful airline is embarking on a campaign to improve its customer care and give travelers a better overall customer experience. While the airline is only looking to improve its customer care score by 12 percent, it’s company’s willingness to improve that’s impressed consumers.

So what can your contact center take away from this positive news story? It’s simple, there’s always room for improvement whether you’re customer care score is through the roof or down in the dumps. Below are several tips and tricks you can implement to affect a noticeable improvement in your customer care.

  1. Employ the right Communicators: You can have the newest and most expensive contact center technology, but without the right Communicators it won’t do you any good. At the end of the day, it’s your Communicators who are going to make the biggest impact on your customers, so make sure that you hire emotionally intuitive individuals.
  2. Utilize technology: Technology has fundamentally changed the contact center. From predictive analytics to big data analysis, businesses now have access to tools they can use to gather and interpret valuable data, which can then be used to improve customers’ experiences.
  3. Never settle for satisfactory: While your customer care score might not rank at the very bottom like United Airlines, this doesn’t mean that there isn’t room for improvement. Never settle for satisfactory, as there is always something you can be doing better to give your consumers the best experience.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.

Why Providing Agents with Analytics is Essential to Your Success

In The Art of War, Sun Tzu writes that “Every battle is won or lost before it is ever fought,” referring to the immense preparation that is necessary to be su

ccessful in war, and the need to arm soldiers with all the tools they might need. The world of customer care is no different.

While having skilled and personable call center agents is of course vital to providing a high quality of customer care, arming those agents with as much information as possible is also a necessity. Today, contact center technology is more sophisticated than ever, and the use of big data analytics is critical for providing agents with the information they need in order to provide better assist customers.

Big data analytics will play an ever-increasing role in the world of contact center services. In fact, a recent report by Gartner concluded that by 2018 half of all agent interactions will be influenced in some way by real-time analytics. Giving agents access to all of this information will dramatically improve quality of customer care, as agents will be able to have a greater understanding of both the problem and the customer.

Big data analytics like predictive analysis will allow agents to solve customers’ problems more quickly, more efficiently, and with greater accuracy—the ultimate goal of all contact centers. By using information from prior customer interactions, predictive analytics can give agents a good idea of what a customer is calling about before even answering the phone. This allows them to begin compiling solutions in a timelier manner, providing rapid assistance to the client.

In order to keep up with the abundance of big data available within customer care space, businesses must understand how to use it to their advantage. As such, contact center leaders need to look into improving the back end of their centers—the engine that drives their customer interactions—with Business Intelligence tools to make better use of the enormous pool of big data of which businesses are receiving ever-increasing access.

Knowing how to access, analyze, and apply big data to contact center services will allow business to provide the highest possible quality of customer care, increasing customer satisfaction as well as company reputation. Effectively using big data analytics will help make contact center services one of the most valuable resources of a business.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.

Big Data: What’s All the Fuss?

Big data seems to be among the most popular jargon emerging from the tech industry as of late. Sure, you know what it means. But are you aware of how it can be applied across markets and platforms to improve contact center services ROI for both B2B and B2C companies?

As a business leader, excessive amounts of data can be overwhelming if you’re uncertain of how to sort the information to your advantage. However, as Jonathan Shaw wrote in Harvard Magazine, “humans are far better than computers at seeing patterns.”  If you can break those intimidating piles of data into smaller samples from which you can spot patterns, you will be able to pinpoint the key elements you need for a successful marketing campaign. Customer service now has the ability to become customized service with the helping hand of big data analytics solutions.

At InfoCision, big data, or Business Intelligence as we call it, is used to advance contact center services ROI. Here are two solutions we use to identify customer and market patterns in order to capitalize on ROI:

Customer Profiles: Each time a consumer purchases a particular product, the specifics of the transaction are stored away. Based on that information, organizations can more effectively target consumers in the future. For instance, perhaps our customer’s target demographic is women aged 18-34; however, our Business Intelligence data tells us that they should be marketing for women 25-54 instead. Customer profiles can help the company effectively redirect its marketing campaign, which will in turn maximize ROI.

Demographic Scripting: Collected data helps our Communicators deliver scripts tailored for specific demographic groups based on what has been proven to work in the past. Communicators are able to personalize marketing messages and increase the likelihood of connecting with a customer or prospect. In other words, demographic scripting lets you speak to consumers in a language they will understand.

Big Data: it’s a phrase that is here to stay. So, take full advantage of its presence like we did here at InfoCision. Click here to read even more about contact center services ROI.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.

 

Stop Wringing Your Hands Over Data Analytics

Everywhere you turn, you hear it. Big data is the future. Big data can do wonders for your business. Big data is transformative.

And all of these statements are true, which is why 87 percent of enterprises believe big data analytics will redefine the competitive landscape of their industries within the next three years, according to a recent survey from Accenture and General Electric.

But for some business leaders, trying to organize and make sense of the mountain of information they have at their fingertips has done nothing but cause them anxiety and cost them valuable time. Analytics may not be your organization’s specialty, so creating value from big data isn’t as easy as it’s sometimes portrayed to be.

That’s where a partner that offers multichannel marketing solutions—and business intelligence that helps you make the most of those solutions—can be a major help.InfoCision, for example, offers a number of analytics solutions that help you uncover the truly valuable nuggets of information hidden inside your company’s big data.

At its core, making big data valuable is a scientific exercise, and InfoCision treats it as such. For instance, we can create extremely accurate customer profiles based on attributes like age, gender, geographic location, lifestyle and values. Those profiles can be used to more effectively target consumers with the marketing tactics and channels most likely to be effective.

Those profiles can then be combined with predictive models that can anticipate consumer behavior, allowing organizations to tailor offerings based on customer needs and preferences. By using big data to gain greater insight into how customers think and feel, organizations can increase marketing ROI and drive actionable responses.

Whether we’re helping organizations provide best-in-class customer service through our Communicators or offering big data solutions, InfoCision understands that companies need help in areas outside their core competencies so they can focus on growing their business. If you’re interested in learning more about our business intelligence and data analytics solutions, click here for more information.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.

Going Back to School on Contact Center Best Practices

With autumn around the corner, students across the country have grabbed their backpacks and headed back to school for a new year of learning.

For the first few weeks of the school year teachers will review old material to ensure students remember what they learned last year before they move ahead to new topics. In that spirit, we decided that a refresher course on best practices for generating greater contact center services ROI would be a good idea. So let’s start the review!

Have the Right People Answering Calls

Hiring inexperienced or undertrained contact center employees may save you a little money upfront, but in the long run it’s almost certainly going to negatively impact your bottom line. Cultivating relationships with customers and putting them at ease on calls requires an acquired skill set that takes a combination of robust training and work experience. That is why InfoCision works harder to ensure our Communicators are as well prepared as possible to speak to customers. Our contact center workers:

  • Have an average age of over 40 years; an average tenure of more than 4.5 years; and 78 percent are full-time employees
  • Receive up to four months of client-specific training and are brand experts by the time training is complete
  • Are provided the opportunity to earn performance-based compensation and, as such, are committed to the highest level of professionalism

Take a Multichannel Approach 

The ability to gather and analyze large quantities of information is quickly becoming a prerequisite for contact center success. Trying to provide customers with great service—and take advantage of possible opportunities for cross-selling and upselling—without big data analytics today is akin to stumbling around in the dark. Although it may seem like an overwhelming task, a multichannel marketing partner like InfoCision is equipped with the technology and know-how to sort through the noise and pull out actionable data from the mountain of information contact center interactions create.

Don’t Be Afraid to Ask for Help

We hope you’ve enjoyed our brief trip back to the contact center classroom! To find out more about what InfoCision can offer your business, please contact us.  Your company may make a fantastic product or offer a great service that customers love, but that doesn’t necessarily mean that running a contact center is one of your core competencies. Trying to learn how to operate a contact center on the fly or simply “winging it” is not a good idea, just as another company trying to replicate your business model without the necessary expertise would likely end in failure. InfoCision has decades of expertise in customer service and multichannel marketing and can help you establish a first-class contact center.

Embrace Big Data Analytics

Today’s customers expect to be able to reach your company through email, phone calls, social media, direct mail and every other channel known to man. That is an expectation your organization must meet, unless you’re willing to risk losing these consumers to competitors that offer multichannel service. Customer service and marketing are evolving, and the only two options a business has are to adapt or struggle mightily.