In recent years, “customer experience” has gone from a buzzword to a top priority for companies in an increasingly customer-centric marketplace. Research, in fact, shows the majority of companies (89%) expect to compete mostly on the basis of customer experience by the year 2016 – as compared to just 36% of companies four years ago.
What this means is there’s a strategic imperative for companies to devote time, attention, and budget to the customer experience to maintain competitive advantage in the years to come. For contact centers in particular – which deal directly with customers and therefore have the ability to directly impact a customer’s overall perception of the company – prioritizing the customer experience is even more critical.
In previous blogs, we’ve written about how interaction analytics improves contact center performance, agent performance, multi-channel customer engagement, and more. Today, let’s take a look at a few of the ways interaction analytics can improve the overall customer experience:
Provide Real-Time Customer Insights
One of the primary benefits of interaction analytics tools is that they provide organizations with a wealth of customer interaction data across channels – and in real time. With these customer insights in hand, companies can categorize interactions and search for trends in customer behavior (e.g., uncovering the root cause of customer complaints), helping them to provide a better customer experience in the long run.
By taking a proactive approach to monitoring customer data, companies can also drive increased efficiency throughout the contact center. As noted in a recent CallMiner infographic, one large energy provider was able to increase client data capture by 50% after implementing interaction analytics, resulting in a 30% increase in sales conversions and $17M in annual savings.
Develop a 360 Degree View of the Customer
Having access to customer data from across channels not only gives contact centers the ability to shape interactions in real time: It also allows them to develop a 360 degree view of the customer and better understand the complete customer journey.
By aggregating customer interactions, transactions, feedback, and agent data, interaction analytics works to provide an end-to-end picture of the customer journey. Armed with these actionable insights, contact centers can both engage customers and provide an improved experience overall.
After all, “unhappy customers aren’t likely to open new accounts or expand their relationship with [an organization],” as noted in a Call Centre Helper blog post. “Learning why customers prefer [a company’s] products – or those of its competitors – can be marketing gold. [Companies can use] interaction analytics to give themselves a competitive edge by better understanding the customer journey.”
Continually Improve Customer Interactions
Above all else, interaction analytics offers companies the ability to continually improve interactions with customers so that they can deliver customer service excellence at all times. Whether through quality monitoring improvements, agent training enhancements, or overall improvements in operational performance, contact centers can see increased customer retention and loyalty as a result of implementing interaction analytics – ultimately improving their bottom line.
In today’s competitive, consumer-driven marketplace, customer experience optimization isn’t just a best practice – it’s essential to winning over customers and providing them with the types of experience they’re increasingly coming to expect of companies.
How is your organization leveraging interaction analytics to improve the overall customer experience?