4 Ways to Optimize Your Call Center with CX Data

By: Kate Zimmerman

February 25, 2015

CEM Programs
customer experience management

It’s no secret that customer care can generate a flurry of emotions. In fact, 62% of organizations view customer experience provided through contact centers as a competitive differentiator and 80% of companies believe that they deliver “superior” customer service.[1] On the flip side, around 90% of customers are dissatisfied with their customer service experience and only 8% believe they are receiving “superior” customer service.[2] For something that everyone feels is so important, that’s a huge disconnect.

The good news is, you can track and analyze all of the interactions that occur in your contact center, giving you the intelligence you need to make impactful improvements. We’ve published an eBook that discusses how Customer Experience Management allows you to do just that.

  • Find the truth. Use Voice of the Customer (VOC) data to determine common issues.
  • Ask the right questions. Open ended questions ensure that you are hearing what the customer wants to say, not just what you want to hear.
  • Listen to all sources of data. Linking trends across different channels can help you hone in on the real problem.

Effectively implementing Customer Experience Management techniques sets you up to listen to key topics of interest and analyze the results. This can ultimately provide a better customer care experience. Four examples of ways to do this are:

Reducing Call Volume: Determining what issues are occurring the most frequently and taking the most amount of time can help you better train your call center representatives and post more relevant information on your website

Improving Agent Performance: Monitoring trends among specific agents can help you make sure they have the right information to handle each call thoroughly and efficiently

Providing Timely Social Customer Care: If used properly, social media can help a customer quickly and within their realm of comfort. It can also help maintain or even increase brand perception, as long as it is addressed positively.

Maximizing the Value of your Call Center Data: Coach your call center representatives to ask questions that will create valuable data which can in turn be used to continue to increase their customer care experience

Customer Experience Management collects and analyzes all of this data, allowing you to use it to create and fine tune best practices. The data collected through customer care already exists. It’s up to you to use it to your advantage. To learn more about using Customer Experience Management to improve your customer care, check out our latest eBook, the CX Files: Customer Care.

[1] Deloitte 2013 Global Contact Center Survey Results

[2] Accenture Global Consumer Pulse Survey


Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.