What allows various brands and their call centers to gain a competitive advantage over their competitors — data analytics. So why do very few organizations adopting this technology?
In an industry driven by digital technology, measuring customer satisfaction through quantitative, transaction-based metrics isn’t enough. Brands need to dig through mounts of data to make sense of what clients actually want.
Hovering itself a solution to this, data analytics has often been advertised as a game-changer in the area of customer service. Nearly every call center process is now being executed with this tech as a module. It support managers break down bit-by-bit the perceptions gained from conversations with callers, allowing them to build a customer database.
The competency of brands to make sense of data consequently enhances customer experience management, but why are so few call centers implementing analytics? Here are five probable reasons.
The major challenge right now for call centers and brands is to channel the skills gap in data analytics. There’s a need to develop training courses that will permit experts to comprehend everything about customer data and how they can be used to advance in processes. If brands can’t find the individuals who can be trustworthy regarding these duties, then it will be impossible to build an intelligent customer experience management system.
Honestly speaking, there’s still a large question mark surrounding analytics and data management. Though highly radical multinational corporations are already reaping their money’s worth off this technology, it’s still an unexplored territory for many other businesses.
There’s a need to build a holistic approach that would allow brands to certainly incorporate this technology in their routine functions. That can only be done if brands hire the right people and align their processes toward a common target.
As brands start to incorporate data analytics into their call center, they’re gradually progressing into an insight-driven organization. Nevertheless, larger contact centers will find it difficult to adopt analytics. Aside from securing the essential resources, brands must also contemplate on their core activities, goals, and the number of agents they have. To maintain the transition into a knowledge-based organization, companies must stay focus on the customer journey and the customer experience.
If you want to completely embrace data analytics, you must know how it fits into the larger company picture. Exploring the customer database built through feedback gathering must always be done with a clear-cut purpose in mind. The aim must be to understand the root cause of a trouble so you can take benefit from the insights and create greater impacts.
Similarly, analytics is not merely about big data. Even smaller amounts of data, aside from being easier to collect and analyze, can help you increase your existing products or services.
In most cases, intelligent customer experience management tools can be expensive. Brands must evaluate a tool’s price tag according to how well it can drive outcomes. An expensive tool with functions that are not aligned with a brand’s goals isn’t worth it. Brands can do better by buying tech tools that serve a purpose within the company.
Additionally, managers must also watch out for overlapping functions. To save money, ensure that every software or program has distinctive functions that complement one another.