CRM - May 2008 - (Page I-11)

Sponsored Content May 2008 11 WEST INTERACTIVE BOOSTS BUSINESS INTELLIGENCE with Five Best Practices Neither products nor pricing provide real, lasting advantage in the market. That leaves customer service as the last great battleground for competitive advantage. In today’s marketplace, competitive advantage is gained through exceptional customer service, intelligent insight and getting maximum value out of each transaction. To get the most meaningful insight from every customer interaction, and achieve a significant return on your business intelligence investment, West Interactive Corporation (www.westinteractive.com) recommends the following five best practices. USE A HOLISTIC APPROACH TO DEVELOP DEEP INSIGHT determines success. The perception of a company in the eyes of the customer is heavily influenced by customer interactions – a vast majority of which take place within the contact center. By using a number of analytical tools and techniques, West Interactive found that the average caller for a telecommunications service provider called 2.5 times over a 28 day period. Applying our expertise and research, West Interactive developed a strategy to achieve millions of dollars in cost savings by reducing the number of non-revenue generating contacts by 30%. ACQUIRE DATA WITH A SUITE OF TOOLS detailed manner to the true customer experiences of a national entertainment company. By analyzing callers’ speech patterns, West Interactive improved the performance of a speech application by 29 percent, personalized the self-service experience and reduced costs. LEVERAGE HISTORIC DATA TO PREDICT THE FUTURE A comprehensive business intelligence effort expands your understanding of customer behavior, attitudes and desires. At West Interactive, our holistic approach includes reviewing customer interactions across channels such as phone, e-mail, SMS messaging, web chat and customer surveys. By making strategic use of customer service survey data provided by West Interactive’s Insight™ survey product, the payoff results in happier customers, additional revenue and cost savings. By using this approach, one of the largest wireless carriers in the United States achieved a 32% increase in agent satisfaction scores in 90 days, and reduced repeat callers by up to 8% in the first year. ANALYZE BOTH UNSTRUCTURED AND STRUCTURED DATA There’s no arguing that a good, solid process is necessary to compete for wallet share. And a highly innovative new tool can often provide short-term competitive advantage. Longer-lived market leadership hinges on far more than one tool or process. That’s why the world’s largest termite and pest control firm partnered with West Interactive. After our team analyzed and listened to 28,000 recorded agent calls, we delivered a strategy to address key issues and opportunities, including financial benefits, uncovered by the analysis. This case leads to the next best practice, which is: Sometimes it is not just what a customer says in a conversation with a contact center agent, but also how he or she says it. LISTEN CLOSELY TO THE VOICE OF THE CUSTOMER The most successful analytics initiatives analyze and leverage past data and use it to shape future customer retention, revenue growth and cost reduction strategies. West Interactive partners with our clients to develop innovative automated customer contact solutions to help them achieve these goals. WEST INTERACTIVE – A PREMIER PROVIDER OF AUTOMATED CUSTOMER CONTACT SOLUTIONS Representing eight of the top 10 financial organizations, all of the top five communications providers and three of the top five healthcare firms, West Interactive has successfully used these five best practices to drive optimal performance within our clients’ automated contact solutions. West Interactive is a valued partner who helps companies stay on the leading edge. West Interactive is a leading provider of hosted and managed automated customer contact solutions, custom speech applications, automated notifications, customer surveys, network based call routing and analytic services for small, mid-size and large enterprises. For more information, please call 1-800-841-9000 or visit www.westinteractive.com. In today’s telecommunications world, it’s how customers experience the brand that The positive, or often negative, experience at customer touch points determines the willingness of customers to continue doing business with you. Having true business intelligence about the customer and hearing their voice in their own words is absolutely critical. For example, West Interactive’s professional services group listened in a www.westinteractive.com www.westinteractive.com

Table of Contents Feed for the Digital Edition of CRM - May 2008

CRM - May 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Is CRM Too Hard for Microsoft Vendors Go Virtual For Feedback Sense-sational Marketing How UGC Can Benefit CRM DestinationCRM Dashboard Price Check, Aisle 5 Required Reading The Moving Target The Excellence Myth Seven Steps to SOA Success And They're Off! Are You Ready to Party? Skin in the Game The Right Numbers Secret of My Success Re: Tooling Connect Pint of View

CRM - May 2008

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