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3 Ways Call Centers Provide Data to Improve Customer Service

Chart demonstrating Big Data.

Did you know that Big Data could be used to improve the customer experience? It’s true! Companies collect so much data on customers every day that can lead them to valuable insights into how customers think and how the company can better serve them. However, a recent article by Ryan Kh points out that this data can easily be interpreted the wrong way and could stifle the customer experience if used incorrectly. Kh’s article discusses the following four mistakes companies make when analyzing Big Data for customer service: 

  1. Assuming all customers can be lumped together instead of putting them in buckets based on age, location, preferred service channel, etc. Customer service is not a one-size-fits-all experience, so customers should be properly segmented when researching data.
  2. Evaluating every customer service channel in the same way. Learn more here.
  3. Withholding data and information from other departments outside of customer service. All departments need to work together to improve the customer experience.
  4. Neglecting the factor for recent promotions and one-time events. Learn more here

3 Ways Call Centers Provide Data to Improve Customer Service

Need data about your customers to determine where you can make improvements? There’s no better starting point than tapping into your call center as a resource. Call centers interact with your customers thousands, or even millions, of times on a daily basis, so they have highly valuable input into what makes your customers tick. The following are three of the ways call centers can assist companies in compiling data to help improve the customer experience:

  1. Voice/Call recording

Call center technology can capture the emotion behind customer calls and allow companies to dig deeper into how satisfied customers are with their experiences and their products and services.

  1. Social media and live chat monitoring

Call centers that handle companies’ social media accounts can monitor buzz around their brand and also see their customers’ praise and criticisms in a more natural or casual tone.

  1. Surveys

Whether you use inbound or outbound services, call centers can provide surveys to collect customer feedback. With outbound, telemarketing agents can reach out to customers and request survey feedback in exchange for rewards like discounts or gift cards. With inbound, agents can add survey questions into their interactions with customers fluidly in an already existing conversation.

These are only three of the many ways call centers can provide valuable information to companies. Agents engage with a multitude of customers every hour and have a great understanding for what they truly feel about your brand. It’s critical to seek the insight of your call center agents when you’re trying to improve the customer journey and let them know that their input has a valuable impact on your company.

This blog post is based on an article from CustomerThink. To read the original article, please click the link below: 

3 Data Analytics Mistakes with Customer Service Optimization – Ryan Kh

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