Customer First: Driving Success in the Age of CX
Differentiation is key if businesses are to compete effectively, and as global communities and marketplaces become the norm, companies are turning to customer experience in order to achieve that. However, how can businesses improve customer experience? What do they need to be able to understand and measure the experience they are providing? In truth it relies upon considering a number of different key points, from how they collect data about customers, to how they interact across their whole organisation, as well as in the contact centre or via other customer-facing teams.
How Has Analytics Changed in the Business World?
In years gone by, call analytics was all about measuring information from phone lines, numbers, agents, and groups. The environment has changed significantly since then. Tony Martino, Tollring CEO says, “Taking information from everyday interactions and layering it with intelligence is where customer experience thrives. That means being able to look at the raw data and see which actionable insights can be drawn from that.” According to Tony, the new age of analytics is all about examining conversations to see whether a customer has had a good experience or not. One of the main areas of focus is customer callbacks, and if a specific sentiment in a conversation has led to a positive or negative outcome.
“There’s a huge change in mindset happening in the marketplace today, in terms of call data and making it a priority to consider what the experience has looked like for each individual. It’s no longer solely about agent performance, although bringing key performance indicators into that data set allows us to lift that information out in a way that’s truly relevant.” Tony confirms that when companies can make data in their conversations truly actionable, that’s where the customer experience conversation truly succeeds.
Not Every Business has a Designated CX Leader…
In small businesses, it’s very unlikely for a team to have a designated CX leader in place who can pull useful information and metrics together for teams. I asked Tony who is taking responsibility and ensuring that the right data is collected in the SMB environment.
“In the SMB, we see a lot of different people getting involved, often at the middle management level.” According to Tony, it’s up to different departments, and the managers of those departments such as service delivery managers and marketing managers, to think about the information being collected. “They all have different views on how information should come together.”
Tony told me that in any business, the different strands of information need to come together to provide a more in-depth overview of what’s going on. “Being able to take the information from different spaces from across the whole organisation and deliver it in a way that helps managers to understand their performance is crucial to CX.”
How do Leaders Need to Approach Call Analytics Today?
To achieve the best results from their analytical insights, I asked Tony what he believes CX leaders need to do with their data and call information. He told me that he thinks it’s important for businesses to be able to go back and look at information both historically, and in real-time. “Companies need to go back and profile what has happened over a longer period. You need to be able to look at that full cradle-to-grave journey.”
As Tony explains, businesses need more than just real-time information. There’s a lot of historical information that you can get to bring a broader overview to a piece of data. “We’ve got some great stories about how we’re helping companies to bring data together into insights about when and how customers want to interact. All the things that we’re doing today are built around customer experience.”
Tony noted that Tollring is heavily focusing on how it can provide a much more contextual insight into what’s happening in the business on an overall level. This includes being able to apply business KPIs to reports and dashboards for enhanced clarity and deeper understanding, and to integrate information with the data taken from other applications like CRM.
“It’s about making sure you collect the most relevant information possible, and use that information to guide your business decisions, and your team.”
A variant of this article was originally published by UC Today.