Leveraging Big Data and Analytics to Map the Customer Experience

Leveraging Big Data and Analytics to Map the Customer Experience

In this second decade of the 21st century, big data has begun to turn into a big deal as businesses have gained and used insights into customer preferences, habits, and buying needs that big data can provide to deliver a more personalized and engaging customer experience (CX) than ever before. For contact centers in particular, paying careful attention to prior customer interactions can dramatically improve the overall customer’s perception of what might often be an unintended or undesired encounter. Contact centers can use analytic resources to benefit from opportunities to personalize communication, and foster a constructive dialog, thanks to insights that big data can provide.

Insight into History Improves Effectiveness

According to Tech.Co contributor Diogo Costa, big data offers contact center staff opportunities to cultivate and play off “smart” data. Gleaning insight into customers’ prior transactions and interactions illuminates what’s likely to interest or motivate them during a current call. It’s essential to consolidate client related data from multiple sources (call history, transaction history, and account information, particularly demographic and location data) in one place. Then, if that data is organized into easy to read, easy to follow structures, contact center staff can use it quickly and easily to improve and resolve the customer contact experience.

In particular, if a contact center implements comprehensive data collection systems, it can use them to generate reports for agents to use while speaking with their customers. Immediate access to client records streamlines the call handling process, and speeds tasks performed for the customer along the way. Tech.Co’s Costa asserts that serious growth potential follows in centers that expend the time and effort necessary to introduce big data into daily operations. And that resulting increases in efficiency can set such contact centers ahead of industry rivals who are otherwise perceived of as leaders and innovators.

Nobody knows if you’re big or small in the cloud

It is important to recognize that the cost of data collection systems may be unaffordable for smaller organizations. At least it used to be, until the cloud began to level the playing field. Cloud solutions generally come via subscription, and outlays are based on consumption only. This makes them inherently less costly than traditional premises based applications, and also permits organizations to shift from capital expenditures involved in purchasing and and maintaining them in-house. All of this means that organizations in the SMB ranks can use enterprise-grade technologies without paying enterprise-grade prices.

Of course, larger organizations can also benefit from use of cloud-based big data and analytics solutions. Reducing expenses and the maintenance burden on IT is never a questionable move, particularly when productivity improves at the same time. And that applies to organizations of every shape and size.

When contact centers reach out to customers (or vice versa) they should always enjoy a top-notch experience. Proper data collection and access can help ensure a positive outcome, because access to client history and information improves on interactions, and helps foster a positive customer relationship.

Integrating a cloud-based contact center management system into your big data and analytics supported system can also help organizations make great strides towards fostering increasingly positive relationships with customers. A tightly integrated system can create a foundation for delivering the type of CX customers demand today and build a platform for success tomorrow.

Of course, every company’s experience with this is unique. I’d welcome an opportunity to hear about yours.

– Daniel O’Callaghan


Empowering customers to interact on their own terms with a Multi-Channel Contact Center Strategy

Customers have multiple options today to connect with customer service at companies they purchase from or work with. Creating a contact center strategy to supports all of these channels – email, phone, chat, etc. – is one reason customer experience focused organizations are moving to cloud-based multi-channel contact center solutions.

To learn more, download our mktprint-373-brochure-tilewhitepaper, “Improving Customer Experience: How to Build a Multi-Channel Strategy”

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Telax works closely with EarthLink’s Voice and Unified Communications group to gather client requirements and develop custom contact center solutions that are fully aligned with customer business needs. Together, we work to leverage Telax’s cloud-based call center technology, in combination with EarthLink’s high performance network services, to create an industry leading cloud contact center solution with a single point of contact that is customizable, easy-to-use and provides businesses all the tools they need to offer a world class multi-channel customer experience.

Daniel O'Callaghan Daniel O'Callaghan (4 Posts)

Dan O’Callaghan is a Solutions Guide at Toronto-based Telax. Like the entire team at Telax, Dan understands no two clients are identical and therefore involves himself in all aspects of the implementation from start to finish. In partnership with EarthLink, his commitment to help clients goes beyond just the technology and by providing them with on-going training and sharing best practices. Dan is a big fan of all sports Toronto (where Telax is based), and has some nationally published photography work.

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