Predicting Consumers’ Next Move is Key to Customer Care Success

Today’s customers have pretty high expectations for businesses. Not only do they expect that the brands they do business with will know them like the backs of their hands, but they also want more personalized experiences.

Communicators, however, aren’t mind readers nor do they have a magic crystal ball. They don’t have the skills or knowledge to predict exactly what a customer wants. Therefore, they must rely on technology—specifically predictive analytics—to help them engage personally with customers.

Predictive analytics—or the use of a combination of techniques, such as data mining and statistics, to make calculated predictions about unknown future events—is increasingly being used more by customer care departments.

For example, the travel and hospitality industry is using predictive analytics to provide guests with a superior level of customer care. According to the Hospitality Technology 2016 Lodging Technology Study, 16 percent of hoteliers are currently using predictive modeling and analytics.

Predictive analytics can afford customer care departments with a number of benefits. For example, the technology can help automate certain tasks so that agents can concentrate on giving customers a great customer experience. The technology can also help identify at-risk customers that require more TLC from a seasoned Communicator.

Besides greatly improving the customer experience, predictive analytics can help contact centers run more efficiently and cost-effectively. For instance, the technology can give contact center managers the information they need to properly staff their location, ensuring there are enough agents to service upticks in customer inquiries.

With more options than ever before, customers’ expectations will continue to climb in the years to come. Predictive analytics is a powerful tool that helps contact centers tackle today’s customers, while increasing first-call resolution, sales conversion and revenue.

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.