Voice-Based Data Can Be a Strategic Asset if Used Properly
Contact centers are key to any business intelligence strategy, yet they've traditionally been treated as a cost center rather than a valuable business asset. However, these call center conversations capture critical business insight by providing access to the actual voice of the customer, something that should be part of any business intelligence strategy.
Think of the thousands or tens of thousands of hours that your customer support team spends on the phone with customers every day. If you could hear what the customers said, you would know which products and services were of interest to them and how these can be improved, what they think about your pricing policies, what they are hearing from competitors, and more.
Commonly, less than half of 1 percent of all recorded contact center calls on average are heard and analyzed. Why is this business insight left on the table? Unfortunately, it has just been too hard and too costly to get it.
The future points to increased integration between different types of data. To be most effective, company CRM strategies should be holistic, gleaning data across all of their channels and systems to better understand the minds of their customers, proactively address their needs, and connect with them where and how they want to be reached.
Thanks to advanced technology, all of this is now possible.
To find out more about how speech-to-text and other technologies can unlock a gold mine of data from your contact center, and support your business objectives, check out our recent article on Smart Customer Service.