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Contact Centers Are the Heart of the Customer Experience

For a while now, customer experience has entered the lexicon of an increasing number of businesses. Composed of two unassuming words, the term has taken on an importance well beyond whatever rhetorical value they may hold separately. This is all the more apparent when you look at modern customer contact centers. They’ve embraced the concept of customer experience and taken it to a new level, forcing the issue of 360-degree visibility of each and every person who reaches out to a given company. Let’s explore the changing landscape of customer service and discover how identity data can help your business improve.

A recent article for CMS Wire underscored the importance of balancing contact center analytics with the emotional end of managing experiences to delight and amaze customers. In essence, the challenge for many companies is leveraging unstructured data in a way that’s intuitive for customer support representatives to manage and apply.

Emotional analytics?

The CMS Wire article references the strategy undertaken by FRHI Hotels and Resorts to perform textual analysis of customers’ social media posts, company feedback forms and other survey data to get a sense of guests’ emotional responses. This is done by carefully looking at syntax and diction to gauge the customer’s emotions and attitudes.

In other words, sentence structure and the choice of words can indicate whether someone has a positive, negative or neutral impression of the experience. Some businesses even go as far as to transcribe contact center recordings into text to perform this sort of analysis. By scoring interactions, companies can transform unstructured data into a quantifiable metric of customer experience. This is indicative of the broader changes occurring in today’s contact centers.

Customer focused

Contact center performance metrics are changing. For instance, more than half of all contact centers in the U.S. use first-call resolution as a key performance indicator of the center’s capabilities, according to a recent Loyalty 360 article.

This shift is symptomatic of the overall trend toward measuring customer satisfaction, instead of more business-centric benchmarks like agent behavior. Another part of this movement is a greater emphasis on voice-of-the-consumer data, often derived from surveys. This is demonstrated in the case of FRHI Hotels and Resorts, and the fact that more than one-third of contact centers have a structured voice-of-the-consumer program in place.

Where does Whitepages Pro come into play here? First-call resolution of issues hinges upon the contact center’s abilities to leverage in-depth and instantly accessible consumer data that allows for immediate identification of the person calling. Our API allows contact centers to integrate our rich customer data with automated caller ID and call routing systems. As a result, there’s no time wasted for data entry because all information needed to identify the caller automatically populates an agent’s screen.

By integrating information from a CRM, a contact center agent or support analyst has all necessary information to address the callers’ needs the first time, ensuring he or she spends less time on hold. At the same time, this type of functionality, when paired with voice-of-the-consumer data, gives contact center reps insight into each customer’s experiences from a historical perspective. This allows a contact center to improve performance in the long term.

Want to learn more about how to shorten call handling times and prioritize your call queue? Check out our caller ID solutions and discover what Pro can do for you.

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