Leveraging Contact Center Data for Enhanced Customer Experience
The advantage of interacting with customers through multiple communication channels and the ability to work seamlessly with a geographically dispersed team makes a contact center an obvious choice for businesses over traditional call centers. Contact centers essentially provide more features and customization than traditional call centers. However, the changes don’t just come in the form of feature sets but also in ways that customer care centers work. This advanced customer care system is inherently data-centric, collecting and storing data about customers as well as call center operations.
Contact center data isn’t just stored on the servers for the sake of it — it's stored so businesses can later analyze this data to bring a massive bump in the efficiency curve. This is made possible through the use of tools like analytics and real-time reporting that are built into the contact center software. These tools provide key performance metrics that help businesses to make informed decisions quickly and stay productive in managing customer communications.
Making the Most Out of Contact Center Data
With access to such intelligence, the end goal here is the ability to provide personalized services to customers. The wealth of data allows priceless insights into the customer experience, allowing businesses to better understand customer behavior, identify pain points in the customer journey, and improve upon the processes, products, and services.
With the aid of analytics, it's also possible to measure the performance of call center agents. With the availability of data on inbound and outbound calls, call quality, call recordings, and other key performance metrics, supervisors can quickly gauge the performance of agents and have real-time reports on how they're doing.
Contact center data is equally useful in Predictive Analytics wherein the past data from the contact center, such as inbound call rates, most asked queries, related customer satisfaction rates, handle time, etc. are used to predict customer behavior for the future. For example, if a particular month in a year has shown a considerable increase in inbound call rates, businesses can employ more agents to better manage the rush.
Since a contact center stores a large amount of data on a daily basis, it is inevitable to wonder where all the data goes and how safe it is.
Contact Center Data Storage and Security
The flow of sensitive information such as credit card details, social security numbers, and personal information about customers is a daily occurence in any call center. This wealth of data is a reason why contact centers are prime targets for fraudulent activity. The concern over privacy is more serious than you think because, at its core, the right to privacy is a fundamental human right. This brings us to the question about that data — where does it live in a contact center?
Make no mistake, the data is certainly “living" because it is constantly changing, growing, and building upon itself with a varied set of information. For an on-premise contact center, the data is stored on local hardware like a hard drive. However, this means that anyone having access to the IT systems can get their hands on sensitive customer information.
With cloud contact centers or off-premise contact centers, the data is actually stored in a service provider’s 24/7 data servers. This ensures that the supervisors or the agents can use the system regardless of their location; they don’t have to be even at their office!
Apart from the flexibility to access information from anywhere, data security is far more superior compared to on-premise systems. This is essentially due to the fact that cloud service providers invest heavily in safeguarding the data and remaining compliant to leading industry data security standards such as Payment Card Industry Data Security Standard (PCI-DSS), Service Organization Control (SOC), and Health Insurance Portability and Accountability (HIPAA).
Data security is their core business activity, which makes a cloud contact center a safer option than a local system that is built with its own cybersecurity practice. Due to the need to remain compliant with these standards, data transmission in the cloud is always encrypted, giving you peace of mind when it comes to keeping customer data secure.
With 8x8's Virtual Contact Center you get world-class technology and everything your domestic or international business needs without the need for multiple disparate systems. Call 1-866-879-8647 or fill out an online form to request a no-obligation quote from an 8x8 product specialist.