Magazine article CRM Magazine

Contact Centers Need Sophisticated Intelligence Tools to Understand and Leverage the Voice of the Customer

Magazine article CRM Magazine

Contact Centers Need Sophisticated Intelligence Tools to Understand and Leverage the Voice of the Customer

Article excerpt

Customers are telling us more than ever in every single interaction. Today's cloud solutions let contact centers not only monitor and gather large amounts of information from customers but more importantly, quickly interpret and act on it.

While the ways for brands to truly differentiate themselves are dwindling in number, there is still one that is reliable and foolproof: Consistently providing exceptional customer support experiences.

Customers are speaking, and it's up to every company, every organization to listen. But that no longer means answering customers' questions and responding to their complaints. Great companies--brands that are thriving--go a step further in their commitment to providing outstanding customer support. Understanding that long-term loyalty is built only through satisfied customers, these companies are continually improving the customer experiences they provide. How? By using "voice of the customer" (VoC) analytics to gather and interpret large amounts of data. Then they're using that knowledge to enhance customer satisfaction.


Customers say a lot in every transaction. Through a variety of multichannel interactions, they share a wealth of invaluable information. So regularly gathering this information--by really listening to customers--is imperative. But it's not enough. The data must also be analyzed and acted upon to improve customer satisfaction--and to let customers know that they are central in importance.

The key: Sophisticated VoC intelligence tools for contact center leaders--specifically, quality monitoring (QM) and speech analytics--that work to elevate the customer experience. Once beyond the reach of many contact centers, today's cloud solutions have been nothing short of game changers. Affordable and accessible, QM and speech analytics tools enable contact center leaders to quickly and efficiently gather large amounts of information from customer interactions, interpret it and leverage it by coaching agents or making operational changes. These solutions enable contact centers to not only dig deep in understanding customers, but also to provide unprecedented levels of customer support and operational efficiency.


Quality monitoring tools have long been used by contact centers to identify gaps in agent performance or operational issues. But QM is now recognized as a tool that can uncover a multitude of issues--cultural or procedural, perhaps--that, once detected can be coached or fixed on the spot. These tools can identify key call drivers and can quickly isolate reasons for customers' unhappiness. …

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