5 Golden Rings: Insights from the Call Center

By: Elizabeth Clor

December 17, 2015

CEM Programs
CEM Solutions
Customer Engagement
customer experience
customer experience management
Customer Feedback

Your call center is a goldmine of customer feedback data. Your agents are working as hard as Santa’s elves every day to make sure customers are happy, and in the process, they are collecting valuable insights. Your customer care team likely has customer feedback data in the form of agent notes, online chat sessions, self-help forums, social media, and the call recordings themselves. Once you have the ability to aggregate data from all these sources and analyze it, you can very quickly and easily achieve these 5 “golden” objectives.

1. Improve agent performance. 77% of managers believe that hiring and training high-performing agents is the key to delivering a superior customer experience. Properly training them is a large investment, and identifying training priorities likely involves quite a bit of guesswork. Analyzing customer feedback removes the guesswork and pinpoints the exact areas where your agents need coaching. Even better, this can all happen in real-time or near real-time. The secret is to continuously monitor the feedback that you are receiving from your customers. This feedback encompasses their post-call satisfaction surveys, initial complaints, their sentiment toward your business, and their experience with your service team.

2. Evolve from cost center to insights hub. Creating a system for collecting and then distributing call center data can reap huge benefits across your entire company. Instead of being viewed as a cost center within your larger organization, you can transform your operations into an “insights hub” for customer intelligence. The data that you are collecting can drive measurable improvement through your entire business—not just within your department. These insights can help your business:

  • Reduce costs by removing duplicate efforts across the enterprise
  • Increase customer satisfaction by identifying key drivers of satisfaction scores, NPS, KPIs, and sentiment
  • Drive marketing campaigns around true customer needs, wants, and emotion

3. Provide timely social customer care. 33% of consumers prefer to contact brands using social media as opposed to the phone, and 67% of consumers have used a company’s social media site for servicing needs. Responding to these requests quickly and effectively helps increase your customer experience by increasing customer satisfaction through effective customer service and issue resolution. Not addressing customer care on social media can have risks, including the issue going viral or the inability of agents to effectively handle the issues. When you are able to effectively handle a customer care problem via social channels, it not only reduces call volume, but it demonstrates to other customers that you deliver excellent service.

4. Reduce call volume. Call deflection and self-service are top priorities for anyone managing a customer care organization. The ability to truly understand and prioritize customer complaints, questions, and issues is the key to reducing call volume. Analyzing your call center recordings, agent notes, and online chat sessions will paint a complete picture that answers these critical questions:

  • Which topics are the most time intensive? Why?
  • How can we make our website more user friendly?
  • What factors are causing customers dissatisfaction with using our online self-service?
  • Are there large deviations in time spent on calls regarding the same subject?

Identifying specific problem points can allow you to better train agents and boost your online presence to address these problems, hopefully avoiding the need for a call at all.

5. Improve the overall customer experience. Customer feedback data from the contact center can help your business understand what matters most to customers. For example, you can find out what topics your customers are talking about most and the emotions they are expressing. You can dig down into their motives behind buying, not buying, or churning. You can also filter by loyalty and purchase information to uncover what loyal customers value most, giving you a real, 360-degree view of your customers.

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Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.