How can insight in analytics be used to help improve the customer experience?
How can providing in-depth analytical insights based on call center data help call centers to improve their customer experience? How would you interpret this data and use it to better plan your business? Thanks for sharing your thoughts.
Insight allow you to see what types of content your fans like. You can then post more of it and their experience will be improved. You can also view any unlikes, see if they occurred after a certain type of post and rework your strategy. If you have multiple unlikes/unfollows after a certain post, review the content and see if you can pinpoint what would cause a fan to want to leave.
As always it depends. In this case it depends on the type of data and the type of service the call-centre offers.
For a sales oriented service you want to know how many people are actually happy with what they have "bought". Especially in the long run. (E.g.: When you are selling ISP subscriptions you want to know how many % of the contracts hold after 1,2,3 or more years. This is of course not solely relying on sales performance but never the less very important.)
For service oriented call-centres (E.g.: a help desk or message service)you want to know how well the client feels that they have been serviced and in some cases if they have had to call multiple times to get their needs fulfilled.
In most cases communication between different departments is crucial and this is where things can often be improved. When an ISP for example notices a significant amount of calls to the help desk that regard something that should have been clear at the moment the client was approached by the sales department, they should use this data to actually adapt their sales protocol. Strangely until a few years back (and probably still today in some cases) there where an alarming number of companies that kept their sales and service department strictly separated so the feedback gathered at the help-desk sometimes never reached the sales department. This can be especially tricky when your call-centre handles for example only the sales department for a company and not the help-desk.
Hope this helps in some way.