Magazine article CRM Magazine

West Interactive Boosts Business Intelligence: With Five Best Practices

Magazine article CRM Magazine

West Interactive Boosts Business Intelligence: With Five Best Practices

Article excerpt

Neither products nor pricing provide real, lasting advantage in the market. That leaves customer service as the last great battleground for competitive advantage.

In today's marketplace, competitive advantage is gained through exceptional customer service, intelligent insight and getting maximum value out of each transaction.

To get the most meaningful insight from every customer interaction, and achieve a significant return on your business intelligence investment,West Interactive Corporation (www.westinteractive.com) recommends the following five best practices.

USE A HOLISTIC APPROACH TO DEVELOP DEEP INSIGHT

A comprehensive business intelligence effort expands your understanding of customer behavior, attitudes and desires. At West Interactive, our holistic approach includes reviewing customer interactions across channels such as phone, e-mail, SMS messaging, web chat and customer surveys. By making strategic use of customer service survey data provided by West Interactive's Insight[TM] survey product, the payoff results in happier customers, additional revenue and cost savings.

By using this approach, one of the largest wireless carriers in the United States achieved a 32% increase in agent satisfaction scores in 90 days, and reduced repeat callers by up to 8% in the first year.

ANALYZE BOTH UNSTRUCTURED AND STRUCTURED DATA

In today's telecommunications world, it's how customers experience the brand that determines success. The perception of a company in the eyes of the customer is heavily influenced by customer interactions--a vast majority of which take place within the contact center. By using a number of analytical tools and techniques,West Interactive found that the average caller for a telecommunications service provider called 2.5 times over a 28 day period. Applying our expertise and research,West Interactive developed a strategy to achieve millions of dollars in cost savings by reducing the number of non-revenue generating contacts by 30%.

ACQUIRE DATA WITH A SUITE OF TOOLS

There's no arguing that a good, solid process is necessary to compete for wallet share. And a highly innovative new tool can often provide short-term competitive advantage. Longer-lived market leadership hinges on far more than one tool or process. …

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