By Steve Brubaker, InfoCision Chief of Staff
In The Art of War, Sun Tzu writes that “Every battle is won or lost before it is ever fought,” referring to the immense preparation that is necessary to be su
ccessful in war, and the need to arm soldiers with all the tools they might need. The world of customer care is no different.
While having skilled and personable call center agents is of course vital to providing a high quality of customer care, arming those agents with as much information as possible is also a necessity. Today, contact center technology is more sophisticated than ever, and the use of big data analytics is critical for providing agents with the information they need in order to provide better assist customers.
Big data analytics will play an ever-increasing role in the world of contact center services. In fact, a recent report by Gartner concluded that by 2018 half of all agent interactions will be influenced in some way by real-time analytics. Giving agents access to all of this information will dramatically improve quality of customer care, as agents will be able to have a greater understanding of both the problem and the customer.
Big data analytics like predictive analysis will allow agents to solve customers’ problems more quickly, more efficiently, and with greater accuracy—the ultimate goal of all contact centers. By using information from prior customer interactions, predictive analytics can give agents a good idea of what a customer is calling about before even answering the phone. This allows them to begin compiling solutions in a timelier manner, providing rapid assistance to the client.
In order to keep up with the abundance of big data available within customer care space, businesses must understand how to use it to their advantage. As such, contact center leaders need to look into improving the back end of their centers—the engine that drives their customer interactions—with Business Intelligence tools to make better use of the enormous pool of big data of which businesses are receiving ever-increasing access.
Knowing how to access, analyze, and apply big data to contact center services will allow business to provide the highest possible quality of customer care, increasing customer satisfaction as well as company reputation. Effectively using big data analytics will help make contact center services one of the most valuable resources of a business.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.
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