Improving the Customer Experience Through Interaction Analytics
June 1, 2020
Many enterprise leaders now view the contact center as a customer experience hub, because of all the customer insight that it holds. But, how can we best use those insights to improve the customer experience? In this blog, we share how we can radically improve the customer experience through interaction analytics.
1. Use contact center insights to reduce customer effort
Effort refers to the amount of work a customer must exert when interacting with a business, service or product. Research has shown that effort is a leading indicator of loyalty that companies can use to evaluate the ease or difficulty of customer interactions and identify emerging issues before they explode into major issues that impact the bottom line.
To improve the customer experience by reducing customer effort, contact center must first measure customer effort across all feedback and interaction channels including both solicited sources such as surveys and unsolicited ones such as calls, chat, email, social, online reviews, agent notes, and forums. Then the contact center can use information about effort to develop a more holistic understanding of the customer perspective and identify opportunities to create a more frictionless experience.
2. Close the loop with disgruntled customers using sentiment analysis
Customer feedback from calls, social media, a website, call center agents, and other sources contains a treasure trove of useful business information. Sentiment analysis offers insight into the elements of a brand, product or service that customers like or dislike.
By evaluating expressions of positive or negative sentiment associated with various aspects of CX, a company can identify peaks and valleys in sentiment scores that indicate opportunities to improve a product, train support teams, or influence marketing campaigns.
Businesses can also effectively use sentiment analysis by creating a “Close the Loop” program based on any negative sentiment that customers express when interacting with a contact center. First, they should create a list of customers who express a high degree of negative sentiment and analyze the root cause of those issues. Then, the company can proactively reach out to those customers to mitigate the risk of churn and even elicit appreciation and loyalty.
3. Increase agent performance with automated quality management
Transform your quality management program by augmenting manual listening and scoring with Automated Quality Management (AQM). Adding AQM to your quality program will significantly increase the number of calls that quality teams are able to monitor. Instead of relying on call samples of 2 to 5 calls per agent per month, your teams can use technology to score every single call.
When a quality program take performance data from every call into account, coaches can provide feedback based on comprehensive information and reinforce behaviors that result in better outcomes for your customers. These behaviors can range from soft skills (i.e., empathy, proactiveness, professionalism) and call handling skills (i.e., hold management, transfer management, escalation management) to proper compliance (i.e., disclosures, verifications, authorizations).
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About the Author:
Shorit Ghosh is the Vice President of North America Services at Clarabridge. Shorit manages a team of consulting managers, business consultants and technical architects to help his customers improve their own customer experience, increase revenue, and reduce cost and churn.