National Conferences Articles

Transforming the Contact Center into a Customer Experience Hub

by Jeyin Lee | 06/13/2019

By Mark Bishof, CEO, Clarabridge

Businesses house an enormous wealth of customer insights in the contact center. This information is no longer only accessible through phone call transcripts. Social media and asynchronous messaging have introduced a wide variety of support channels customers can turn to in addition to the phone. This evolution has resulted in a stream of customer feedback that pours into the contact center across a variety of channels. In a highly competitive environment, companies are challenged to organize these insights in ways that makes sense, and act on them effectively. With the voice of the customer at your fingertips, however, there is a massive opportunity to transform the contact center into a revitalized hub of customer insights that can add value throughout the entire organization.

New technology such as machine learning and AI can automate this once manual process. Instead of relying on human documentation, natural language processing (NLP) techniques can be used to accurately transcribe and analyze 100 percent of calls to identify elements such as customer sentiment, emotion, effort, call duration and agent performance. The same processes can be applied to all communication channels that funnel through the contact center –– including email, social and messaging –– to develop a holistic understanding of the customers’ voice.

This in itself is transformative. Organizations can now apply advanced technology to sift through massive amounts of data and develop a crisp understanding of customer sentiment and common pain points across all areas of the business. In addition, it opens up the teams previously doing these manual tasks to focus on more value-added work.

Not only do these approaches modernize an antiquated, less precise and inefficient process, they also create a wealth of new opportunities for your business to improve the bottom line.

CPG companies can apply these strategies to gain customer insights that inform everything from product-market fit to potential product defects and overall customer satisfaction. This enables better decision-making that results in getting ahead of a coming product recall or developing new lines of business based on what people are asking for. A large customer of ours, for example, has saved $30 million per year across global brands by identifying what customers want from their products in areas like packaging, size, flavors, etc.

Once you glean sophisticated insights from the contact center, scaling up requires giving business owners across the organization direct access to the customer voice. Today, customer information is often siloed within the team of employees managing customer care or marketing, instead of being distributed to relevant teams including product, supply chain, and operations. This fiefdom approach to customer feedback is antiquated; and in today’s digital age where you can easily distribute information, there is no excuse to keep feedback locked up.