Our Marketing Led Contact Center Manifesto looks at the essential rules for merging marketing and the contact center in a customer-centric organization. One of the key areas it highlights is data. Data has long been crucial to effective marketing and it’s more true than ever thanks to the digital age.
Data is also the life-blood of the contact center. With the level of insight now available, marketers can understand customer behavior in ways that were not possible previously. But how do you tap into this and intelligently use this data to improve the customer experience?
More Sophisticated Contact Center Data Allows You to Build Better Customer Experiences
In marketing, a good data strategy is a core part of providing a more personalized customer experience. Contact centers have been capturing and analyzing data for years. Yet they can often be focused on quantitative rather than qualitative data; looking at average call handling time, for example, rather than broader aspects such as customer feedback.
Traditional call center metrics were all about driving costs down instead of increasing customer satisfaction. But by taking a more sophisticated approach to data, contact centers managers can not only understand customer behavior, they can also create workflows that deliver an outstanding customer experience. And even better, they can analyze the effectiveness of these workflows and fine tune them; as every contact center manager knows, an incremental improvement can have an exponential impact when you are dealing with huge volumes of customer interactions.
3 Steps to Running a Data Led Contact Center
Here are the first three steps you can take on the path to running your contact center with modern data and methods, focusing on improving the customer experience.
1. Select the Right KPIs to Improve the Contact Center
The first step towards using data to improve the customer experience is to apply KPIs that focus on this objective as well as the usual objective of driving greater efficiency. Naturally there will be some overlap here; improving first contact resolution and call waiting times can have a positive effect on customer experience as well as being indicators your contact center is running more efficiently. These are data outputs, but to get good data outputs you also need good data inputs.
2. Clean Up Your Input Data
Any marketer knows that the quality of the results you get out are only ever going to be up to the standard of the data you put in. This means (at the very least) ensuring your contact lists are fresh and up to date. Makine sure CRM integration is in place with an up to date database of customer or prospect information can take you a step further in aligning contact center strategy with marketing.
3. Use the Cloud to Integrate with Your CRM
A cloud contact center solution should allow you to integrate with your CRM, and provide you with data solutions and customized real-time dashboards that give you a constant overview of performance. West Cloud Contact Pro’s contact flow editor even allows contact center managers to create simple yet highly customizable customer workflows through an intuitive drag and drop interface - which you can test, refine and improve as you go.
Please contact us for more information or download the full guide below for more essential rules when it comes to creating a customer-centric organization by merging marketing and the contact center.