Picture this, a call ends with the customer singing your praises, you’ve done it, sit back and wait for your glowing review. Next to you, a seemingly identical call results in a fuming customer. What happened? Without analytics, you’re left scratching your head trying to solve an impossible puzzle. This often leads to misidentifying the issue and trying to fix what isn’t broken. You need to understand every step of your customer journey to determine what went wrong. With our cloud-based telephone system (and a whole host of analytical features that come with it), you get a wealth of insight that helps you understand why one call led to that five-star review and the other to an angry customer.
Understanding customer journeys
In order to hit those customer satisfaction goals you need to fully understand your customers’ journey from beginning to end and use those insights to make any necessary improvements. With analytics, you can see how long customers were waiting in a call queue – does your customer-facing team need further training on prioritising calls? Was the customer transferred multiple times – is your A.I routing working as intended or could it be optimised? Replay the calls to get full context on that particular customer and use these analytics to exceed your customer satisfaction goals. You can also:
- Identify customer frustration points with a visual map of their journey.
- Offer every customer the opportunity to provide direct feedback.
- Run targeted searches of your data to identify issues and trends.
Keep an eye on all of your platforms
Customers interact with your company in an ever-expanding number of ways. Gone are the days of having one phone number to monitor. Now you have to keep a close eye on your social media, emails, text messaging, live chat etc. This is why, regardless of how you’re contacted, it’s crucial to make it easy for your customers to provide feedback at any point. Use those responses to optimise your customer journeys. Work in reverse and trace where the praise or issues are coming from, is there a particular channel that is getting more feedback than the others? Are certain social channels getting less attention?
We’ve also found that more and more customers prefer the convenience of self-service rather than calling directly. Rather than trying to use multiple sites to keep track of analytics across several platforms, utilise one easy-to-use interface and keep everything monitored so you can test where success is coming from.
Speech analytics truly are a game changer
As well as monitoring all interactions across your social channels you can also go in-depth with the calls themselves and see how enquiries are being handled. A.I will sort calls, chats, texts and social posts that need attention, prioritising important calls to save you time searching through volumes of interactions. Monitor whether certain employees are engaging in a different way that’s leading to more positive feedback and provide your agents concrete examples of what they’re doing well and how they can improve. Interactive graphics enable you to quickly drill down to details and develop upsell/cross-sell best practices. With speech analytics you can also:
- Save time with pre-built categories, minimal set-up, and guided onboarding within the application.
- Easily correlate insights and provide targeted, timely feedback to your team with automated transcripts.
- Increase revenue and reduce risk with categorisation of voice and text-based interactions to identify opportunities and challenges.
Are analytics really that essential for your telephone system?
The rules of customer engagement have shifted. Customer expectations are changing and telephone systems that manage the customer experience using the tools of yesterday cannot expect to stay ahead of their competition. Advanced search analytics identify opportunities to improve your customer experience. Voice of the customer analytics uncovers the means to continuously improve service. Excellent customer experiences lead to stronger customer acquisition, loyalty and advocacy in the long term. These are the assets that place your organization at the forefront of the experience economy, delivering business performance and customer experiences that your competitors can’t equal.
We’ve worked with businesses across Cornwall and the UK to deliver an enterprise cloud-based phone system that excels at looking after your customers. If you’d like to see how analytics, alongside a whole host of other features, can benefit your business. Simply click here to view our 8×8 page.
