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Leverage Big Data to Make a Customer-Agent Match Made in Heaven

In the not-too-distant past, customers were randomly matched with contact center agents based on the order in which their call was received—essentially like rolling the dice.

Suffice it to say, this system was less than ideal as it often resulted in mismatches between callers and agents. Research shows callers have many different preferences that need to be addressed to create positive interactions. For instance, according to the help desk comparisons firm Software Advice, an overwhelming 67 percent of customers over the age of 65 prefer communicating at a slower pace over the phone, while just 57 percent of 18 to 24 year olds do. Furthermore, urban residents are the most likely to want to speak with an agent who is close to their own age.

The study also shows that customers have varying preferences in terms of tone, with some preferring formal and others preferring more casual deliveries, as well as in regard to the geographical location of agents. For instance, just 48 percent of 18 to 24 year old Americans prefer U.S.-based agents, while 78 percent of those aged 55 to 64 do.

So, how can you play matchmaker and ensure higher quality of customer service in your contact center? It’s entirely possible by combining an advanced skills-based routing platform with the power of big data. Using these next-generation business intelligence solutions, your contact center phone system will be able to identify key demographic information at the time of a call and automatically pair customers with appropriate agents. For instance, callers over the age of 65 can be paired with older agents or those trained to speak at a slower pace.

Click here to learn more about how your business can augment its match making skills by using best-in-class business intelligence solutions.

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.

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