Sanjay Kupae, Category Marketing Manager- Discovery & Analytics, IBM
Good experiences are shared. Bad experiences are shouted.
SHOUTED might not be a strong enough word because as customers are more connected, the speed and scale to which negative customer experiences travel the Internet is frightening.
The biggest source of grief for most customers is when they reach out to your contact center. Most customers are calling your contact center only after a long process of trying to fix their problem themselves. They're ready to shout even before they pick up the phone, so when you call for assistance, time and accuracy are critical to creating an exceptional experience for them.
The contact center call experience is one of the most important activities to build customer loyalty. When that customer reaches out to you, for that brief three- to-five minutes your service associate represents your brand and all it stands for.
The customer is speaking to your service associate because they need answers. Which means your service associate either knows what to say, or more often than not they need to look for the right information, somewhere hidden across the volumes on top of volumes of information spread across silos in your enterprise.
Three hundred seconds is not a lot of time, and it's even less time when your employees don't have the tools.
Content Analytics drives exceptional service experience in two ways –it enhances traditional enterprise search to recognize every piece of information residing in the enterprise and secondly it lets businesses analyze customer interactions to identify service challenges and train associates better.
A recent Aberdeen report says that “For companies with content analytics, the streamlined searching and fast response to queries had a trickle-down effect on several universal business metrics. In the last twelve months, these companies reported a 17% improvement in the accuracy of their business decisions, and a similar improvement in the quality and relevance of their overall analytics program. Furthermore, their data-centric business process – like handling customer complaints, processing invoices, managing inventory, or closing the books – became 12% more efficient. Companies without content analytics reported 2 to 6 times less improvement.
Content Analytics not just improves the customer experience during the interaction with the business, but has a definitive impact on retention, advocacy and revenue.
And it can reduce the shouting...