Can data help assess customer vulnerability and affordability? Yes. Here’s why
Ahead of his session at the Online Collections Technology Think Tank 2.1 on September 16, Frank Sherlock shares his thoughts on using data to identify...
CallMiner recently participated in Customer Contact Week, an event dedicated to exploring best practices in the call center training, technologies, and priorities. During the event, we conducted CCW’s highest attended workshop titled on “Interaction Analytics Simplified” featuring Emily Deragon of SiriusXM, we conducted a number of in-booth presentations, and hosted our now famous Moscow Mule Reception. The event overall was a great experience and the 3,000 attendees left with valuable information on how to better serve their customers and manage their call centers.
During the event, I also had the pleasure of joining CallMiner customer, Emily Deragon, a senior solutions manager for SiriusXM in an interview, with Brian Cantor of CCW Digital on their podcast. We discussed SiriusXM’s experience working with CallMiner, what they learned during the process, why they chose CallMiner and I even got to chip in a couple of insights on how interaction analytics in general are helping customers achieve a myriad of business objectives for their organizations.
You can listen to the podcast here. Below are some of the highlights from the podcast included the following excerpt:
Brian Cantor – CCW: Why did you chose CallMiner?
Emily Deragon- SiriusXM: We first decided to go with CallMiner because we were outsourcing our quality program. We wanted to have more insight into our business. We are currently ingesting 2 million calls per month for customer care and we are truly getting into the deep and dirty insights of what’s happening on our calls, how can it help us with training, how can it help us better forecast, and how it can improve agent and customer experience. We’ve used it for overall quality and to implement a compliance program.
Brian Cantor – CCW: How do you help organizations improve and drive positive change moving forward?
Brian LaRoche – CallMiner: There are a number of use cases, and every organization is different and will have different drivers. Emily cited compliance as one of their elements, but they are equally passionate about customer experience and want to optimize it to achieve customer satisfaction and improve customer retention. Other use cases include using the data from analytics to synthesize them down into meaningful, actionable insights that can be used to apply across a variety of interests including experience, operational efficiency, and better quality assurance. The key is for businesses to understand what their customers want. Then start with one or two objectives, we’ll help them understand these objectives, how to improve, before broadening their use of interaction analytics.
Brian Cantor – CCW: How did you work through that evolution process?
Emily Deragon – SiriusXM: First, it was a huge mindset change for us because we were so used to that checkbox of what quality was. As soon as we got the entire organization on to trend and behaviors and pinpointing policies and processes, we could uncover our biggest opportunities for technology changes, improving agent experience, better automation, so we can fully listen to the concerns of the customer.
Brian Cantor- CCW: How do you make sure what you find makes sense to everybody that needs it to make sense?
Emily Deragon – SiriusXM: One of the things we do now, every time we get a request, we build it, conduct listening sessions to have business sections validate the data with us. As a result, they are more bought into the data being valid and taking steps to make it actionable.
Brian Cantor- CCW: How do analytics need to evolve to show you what is happening across all touch points?
Brian LaRoche- CallMiner: We have the ability to analyze voice and text-based analytics including chat, email, and SMS. You have to have this recognition that the world is changing and the way people want to communicate is changing. An open-minded analytics program doesn’t pre-determine how you should communicate, but uses the analytics to understand what the ideal journey is. What channels do consumers choose to use to achieve their objective? It transitions from assuming that everybody uses voice to letting the analytics understand specifics across channels. For example, when people are using chat, we have an 86.4% resolution rate on that first dialogue and determining how you can use that information to improve on each communication channel.
Brian Cantor- CCW: Where in analytics can help you improve?
Brian LaRoche – CallMiner: Let the analytics help you discover what is the optimal path or optimal channel with the best outcomes. For instance, you may find that an explanation video is an effective way to conduct training. You can A/B test that by giving one group of agents the video and another group text-based training to uncover which training method delivers the better outcome. We’ve had organizations come to us with an objective of a lower average handle time, but when we mapped the outcomes of the calls and the most successful calls (highest close rate and lowest cancellation rate) they discovered calls were actually longer.
Brian Cantor – CCW: What do you want people to remember about CallMiner Eureka?
Brian LaRoche – CallMiner: We are singularly focused on interaction analytics and leveraging our technology to optimize customer engagement. In addition to the technology we’ve pioneered, we also focus on making it work for each customer with support services. For instance, dedicating customer success directors to each customer to make sure we aligned their technology with their business goals and providing the opportunity to learn from their peers.
Watch SiriusXM’s success story below.