There’s no one-size fits all approach to serving customers. Some people’s requests are more complex than others, some people are better-informed than others, and some are certainly more patient than others. Speed is of the essence, but it’s equally important to match customers to the best possible agent for their needs.
One-third of customers’ requests are not resolved during their first interaction with a contact center, according to 451 Research. People are time-poor and spoiled for choice, and will not hesitate to take their business elsewhere after spending too much time on hold or speaking with an agent who can’t help them.
Contact centers don’t just need to work faster today; they also need to work more dynamically. Specifically, they need to match customers to agents in a more fluid way based on real-time conditions and performance, something only 12% of companies currently do, according to Contact Center Pipeline.
This is all changing with predictive analytics, which allows the business to draw on customer and agent performance data to automatically direct the right calls to the right people at the right time.
What does this look like in practice? Here’s how Cisco Webex Contact Center, one of the leading solutions on the market, helps contact centers differentiate their customer experience through predictive analytics:
- Dynamically match customer needs to agent performance
Using a mix of historical and current data, users can gain a better understanding of each customer’s journey to date, better predict their needs, and automatically connect them with an agent who has the best record of serving their specific requirements. The result is a smoother customer experience, improved sales, and a higher chance of retention.
- Deliver a consistent omnichannel experience
Predictive analytics systems are increasingly run from the cloud to cut costs and gain efficiencies. That means voice, email, and chat communications are all managed through a single, unified environment, which eliminates data silos across platforms. Working with these integrated interaction histories to provides agents with highly valuable context to help them deliver a more consistent and relevant customer journey.
- Build a 360-degree customer view
A complete customer profile requires more than just call data. Cisco’s Webex Contact Center combines and analyzes data from a range of relevant processes, including your CRM, Workforce Optimization (WFO), and outbound campaigns, to create a 360-degree view of each customer. More robust profiles lead in turn to better decision-making and better recommendations on how to serve people.
Every customer has different needs, and using data to understand those needs is the most effective way to deliver great experiences that resonate with people at the individual level. It’s no surprise the Aberdeen Group found that contact centers using analytics to manage performance have seen their revenue and upsell volumes grow, not to mention a boost in customer satisfaction.
Find out how you can use predictive analytics to drill deeper into your data, set more strategic KPIs, and add value across your business. And contact us to see how Stack8 can help.