ICMI's Customer Management Insight - January 2008 - (Page 42)

EXPERT’S ANGLE Leveraging the Role of the Contact Center with Customer Contact Analytics Little Information Flow between Groups ´ Provide Customer Information to Groups ´ These aspects of customer contact analytics enable the growth and evolution of the contact center’s role in a company. It provides the reason for communicating and working together on joint business strategies. WHY THE CONTACT CENTER IS A “NATURAL ” Establish an Active Relationship ´ Participate in Joint Planning ´ There are solid reasons why the contact center is the natural choice to become the corporation’s eyes and ears in customer relations. > FIRST, THE INFORMATION IS VERY IMPORTANT. The information that can Jointly Execute Business Strategies USE CUSTOMER CONTACT ANALYTICS TO EVOLVE THE ROLE OF THE CENTER How can customer contact analytics leverage the value of the services already provided by the contact center? With such analytics solutions, it is possible to capture and trend customers’ comments about many aspects of the company on a daily basis. In one contact, they discuss product features, pricing and billing issues. In the next, they respond to a marketing program and, with the slightest prompting, mention competitor’s offerings and then tell you why they decided to buy from you. In a third, as they are cancelling their service, they tell you why they like a competitor’s offering better and don’t like you anymore. There is a corporate audience for this information that crosses icmi’s insight multiple departments — marketing, sales, product management, product developments and operations. Capturing this information from activities already being performed leverages the investment already made in handling contacts. It provides feedback to the rest of the company, informing other departments of what is happening in the customer base and competitive marketplace. With this organized and structured information, there are reasons to communicate on an ongoing basis: to review programs, the impact of business strategies, and changes in the marketplace. This kind of information provides the foundation for business cooperation and joint efforts. It enables joint planning and tracking of business strategies. Business groups will want immediate feedback so that they can do their jobs better. be captured from customer contacts is very important. The CXOs and VPs across the company want the information; in fact, they view it as critical. They already spend a lot of money getting the information. With work and effort, the contact center can provide better and more unique information than a portion of the company’s current market research activities. This means that there is an internal market for the metrics the center can provide. > SECOND, THE CONTACT CENTER TALKS TO CUSTOMERS. Capturing and reporting on information from the multitude of customer contacts is a next step in the evolution of many contact centers. The contact center now touches customers at so many points in their customer relationship lifecycle, having taken on responsibilities in sales, support and customer churn. It is simply natural for this group to start gathering as much information and insight from these contacts as possible. > THIRD, THE CONTACT CENTER HAS THE SKILLS AND TECHNOLOGY. No other group in the company is positioned as well to be a home for capturing this information. The contact center has the skills, resources and train| JANUARY 2008 www.icmi.com 42 http://www.icmi.com

Table of Contents Feed for the Digital Edition of ICMI's Customer Management Insight - January 2008

ICMI's Customer Management Insight - January 2008 Contents Customer Care Technologies Ad Index Editor's Page Contact Center Spotlight People: Prehire Tests In The Center Strategy: Video Contact Centers Show Preview Operations: Knowledge Management Industry Research Contact Centers Face Today's Realities: A Case for Consolidation 2.0 Is Your Agent Training Process Evolving with the Role? The Key to Innovation Is Maintaining Your Strengths Becoming Strategic: Using Customer Contact Analytics to Empower the Contact Center's Role

ICMI's Customer Management Insight - January 2008

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