A Great Customer Experience Starts Behind the Scenes

Like any critically acclaimed theater production, the key to its success is in the actors’ and actresses’ delivery. But, the delivery wouldn’t amount to much without a director’s guidance and a production team working tirelessly behind the scenes throughout the play. Believe it or not, the same amount of credit can be attributed to the behind the scenes work at contact centers.

Without this behind the scene work, like proper training and demographic call scripts, Communicators wouldn’t be able to execute their customer service interactions with such success. So, how does a best-in-class contact center perform to such a high degree? The answer is in the team’s use of analytics.

The office flow of any given corporation hinges on departmental duties. Each division works towards providing quality results in order to reach a single goal defined by the company as a whole. It’s easy to lose sight of this goal when each team is so focused on its single specific duty. In this case, assembling a team primarily focused on researching and presenting data analytics in a simple to understand fashion is beneficial in staying on track of customer service goals. At InfoCision, this is called the governance team.

Mark Rodio, our director of governance, describes his approach to sharing valuable data information to business leaders in this season’s “Marketing Solutions” magazine:

There is so much data available, it can be challenging for busy leaders to infer what is going on in a concise fashion. So we use different tools to present data visually, ensuring it’s easy to understand, and identify what’s important.

Data analytics is the driving force behind quality of customer service. Instating a team of research experts to comb through big data results will directly serve in enhancing customer service methods. Think back to the theater production team for a moment; without the director’s vision and an experienced set crew, the overall execution of the play would flounder. The same is true in customer service–without arming your Communicators with knowledge and tools supported by hard evidence, customer service interactions will unfortunately fall flat.

Trusting in the applied expertise of your behind the scenes crew will shine through in your final production. Click here to learn more about the importance of data analytics.

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.

How Call Center Analytics Influence Positive Customer Experiences

Many may be unaware of this truth, but the secret behind exceptional customer service has not only to do with expert Communicators, but much to do with hard facts provided by data analytics. In an era where tempers are running shorter but quality of customer service is rising in importance, more support is needed in order to provide agents with the best possible preparation.

Using actionable data to augment your customer service success is a major component in providing a positive customer experience. Business intelligence offers your company an edge as the data collected allows for understanding a customer base on a deeper level through analyzing key trends and preferences.

Our very own VP of Call Center Analytics Mike Shonk elaborated on this in InfoCision’s latest edition of “Marketing Solutions” magazine:

 We’ve seen over the last five or six years that the rate of customers picking up a random call has dropped considerably, from as much as 55 percent of our audience to as little as 35 percent today in some time periods…Our opportunity is to figure out when they’ll be most receptive to the conversation.

Monitoring the time of day certain demographics are most likely to answer their phones allows the role of Communicator to become more accommodating and less invasive. As such, the improvement opportunities, which become available when digging into business analytics, should be top priority for companies looking to get ahead in the customer service industry.

Paying close attention to your data is equivalent to paying close attention to your customers; after all, you wouldn’t have such a wealth of data to work from without them. Use your collection of data to measure the success rate of call scripts as well as how receptive certain Communicators are to specific demographics. Let the numbers show you how to tweak your scripts or reassign your agents to better serve your consumer base. Even the smallest adjustments can make the biggest difference if the customer feels that a Communicator is speaking to them on a more personal level.

Did we spark your curiosity? Learn more about the benefits business analytics can offer your company.

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.