Magazine article CRM Magazine

The Intelligent Contact Center: What Big Data Means to the Customer Experience

Magazine article CRM Magazine

The Intelligent Contact Center: What Big Data Means to the Customer Experience

Article excerpt


Facing increased competition from global and online retailers throughout the past decade, many businesses are relying heavily on the contact center to provide differentiated customer service--the kind of service that can set a business apart from the competition. Agents need to be trained and coached to deliver not only exceptional customer contact but also an overall positive brand experience.

In light of these challenges, many are looking to big data as a solution. Access to the right information at the right time especially to support cross-selling, collections, and even simply consumer relations--is more critical than ever, with analysis of this data forming the basis of strategic decision making.

Managers are now asked to do more to maximize agents' performance and improve operations. By synchronizing people, applications and processes, companies can reduce labor costs, enhance service levels and build customer loyalty. But most significantly, they can align contact center operations with the company's overall strategic objectives, drastically increasing the overall value the contact center brings to the corporation.


Once the objectives, strategies and tactics have been determined and they align with the business' goals, it is time to define and execute a well thought-out workflow. Business rules define specific workflows and govern how contacts are handled, priorities are followed, agents are assigned, and actions are managed. Establishing logical and productive business rules takes time, and once they are active, they must be regularly monitored and adjusted as business conditions and customer demands change. Business rules should be consistently maintained across channels to optimize performance in a contact center that offers customers multiple interaction channels. …

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