1to1 Magazine - November/December 2008 - (Page 36) Winning the Customer Vote Customers have a choice. Why should they choose you? The Campaign for Customers: Tougher Than Ever Today’s businesses are campaigning for customers—customers who “vote” with their wallets and are flooded with choices from a global array of candidate providers. response rates of 60 percent or higher while providing immediate, actionable insight—an important advantage over traditional surveys. what drives average talk time. It could be a certain type of customer, an agent group, or even a specific agent that is abnormally inflating the overall score. The solution can also model the impact of corrective action. Winning the customer vote requires knowing what customers want, then delivering it in a way that exceeds their expectations. Traditional ways of doing this, such as focus groups and surveys, can be costly, time consuming, and inconclusive. Analytics solutions—speech analytics, data analytics, and customer feedback surveys—offer a practical alternative by mining customer interactions for actionable information. Since contact centers typically serve as the focal point for customer interactions, they’re the logical place from which to “campaign for customers.” Contact center analytics examine captured data to answer these key questions: How do customers rate their overall experience? Why do they feel the way they do? How do customer interactions affect your organization’s overall performance? By using and augmenting data that most organizations already collect, contact center analytics can provide insight to help you determine what customers want—and how effectively your business delivers it. Understanding Customer Sentiment with Speech Analytics Knowing what customers think about your business is important—but knowing why is equally important, since it opens the door to areas of your organization that may need refinement. Although many companies record customer conversations, they seldom use them effectively. Speech analytics offers insight by converting captured conversations from unstructured audio data into data that is structured in a searchable index. By mining an index of words exchanged with customers, you can find out why they feel and act the way they do. For example, you can mine the index for words such as “close my account,” “angry,” and so on—or search for references to the names of your competitors—and locate conversations that provide a rich set of information. The most sophisticated speech analytics solutions can even surface underlying issues automatically, regardless of whether you have defined them in advance. This can enable you to identify issues as they arise. Achieving Enterprise Benefits from Analytics-Driven Workforce Optimization Contact center analytics offer organizations the opportunity to listen more effectively to their customers—a key advantage in customer retention and enterprise performance initiatives. But their benefits can be increased further still. When deployed as part of a unified workforce optimization solution suite—such as Impact 360® Workforce Optimization from Verint® Witness Actionable SolutionsTM — contact center analytics can capitalize on other functionality within the broader suite. The result is analytics-driven workforce optimization, and it can offer insight extending beyond contact center operations, into other areas of the enterprise. It’s a winning ticket that can help your organization position itself to win the vote of the customer again and again. About Verint ® Witness Actionable Solutions™ Verint® Witness Actionable Solutions™ is the leader in analytics-driven workforce optimization. Its solutions are designed to help organizations capture customer intelligence, uncover business trends, discover the root cause of employee and customer behavior, and optimize the customer experience across contact center, branch, and back-office operations. For more information on Impact 360® Workforce Optimization, please contact: info@verint.com 1-800-4VERINT www.verint.com 330 South Service Road Melville, NY 11747 USA ©2008 Verint Systems Inc. All Rights Reserved Worldwide. Polling Customers with Real-time Customer Feedback Surveys Knowing how customers feel about your company is vital, and there’s only one way to find out—you need to ask! Historically, contact centers have accomplished this using mailed questionnaires, interactive voice response (IVR) surveys, and telephone conversations. These processes present a cost/time trade-off and often suffer from low participation rates. Customer feedback surveys are short, dynamic surveys that capture information from customers across the IVR, Web, and email in real time. They can yield Correlating Interactions to Performance with Data Analytics Customer feedback solutions can tell you what customers think, and speech analytics solutions can tell you why. But how does this affect your business? Data analytics solutions can provide the answer. By analyzing the structured and unstructured data collected from customer feedback surveys and captured interactions, data analytics solutions can help isolate the root cause of contact center performance. For example, instead of simply measuring a key performance indicator such as average talk time, a data analytics solution can show BRANDED EDITORIAL http://www.verint.com http://www.verint.com
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