We know that managing a Customer Relationship Center (CRC) is becoming more complex every day. Companies must satisfy customers who are increasingly informed, more demanding and with greater decision-making power, who use different channels to interact with the company.
In addition, the dynamism of the current environment requires enormous flexibility on the part of companies, which are looking for multi-skill agent models, multi-site operations and outsourced and even off-shore service models.
Those responsible for Customer Relations must be prepared to manage this increasingly demanding and complex environment, while responding to the strategic needs of the organization, regarding what is happening with customers.
Technology, however, is evolving to help meet these needs, offering innovative ways to manage contacts and generate business impact. The new generation of quality management solutions existing today allows for greater treatment of this enormous amount of data.
Companies already have tools that allow them not only to record all calls, but also powerful analysis capabilities to discriminate between all this information, to obtain specific actions.
As an example, using these analytical tools, we can build a query that shows only those calls in which the customer shows intention to request the cancellation, regardless of the way in which they express their request: “I want the cancellation”, “I don't want to be your customer anymore”, etc. Once they have been identified, it is possible to carry out an analysis of these interactions, observing which of them actually ended in cancellation and which did not, as well as the causes that led to one or another result.
A more detailed analysis will make it possible to determine which agents were able to contain the customer, what information they accessed, what phrases determined success, and ultimately identify the best and worst practices.
A true SMART CENTER involves an integrated platform that allows consolidating all processes and technologies related to improving performance.
The main pillars of SMART CENTER are:
- Una single integrated platform, which makes it possible to share information and simplify the management and maintenance of systems.
- Recording interactions that may be used for different purposes (legal, quality, risk) within the organization.
- System of Quality Management which makes it possible to evaluate and follow the evolution of the performance of work teams.
- Interaction Analitics, such as a set of tools for the automated processing of interactions that allow information to be extracted from all contacts.
- WorkForce Management. The integration of WFM systems into the Smart Center model allows us to obtain a complete view of people's performance, beyond quantitative data.
- Customer Feedback. It integrates the customer's vision, offering 360º information around each interaction.
- Performance Management. All information can be presented in Dashboards and Dashboards that allow you to view critical business data (KPI's) to facilitate decision-making.
Many of these functionalities, which exist in CRCs, are disaggregated into several applications, limiting their impact and making their use complex and laborious.
The benefits of Smart Center in terms of business impact and efficiency for organizations are enormous and very clear.
Until now, organizations have made efforts to listen to and analyze the information contained in the interactions. It is now possible to integrate all this information into a single system and interpret the destructured data contained in the interactions in an efficient and effective way. Once physical limitations have been overcome thanks to technology, there are no excuses to listen to the customer anymore. Can we really start using what we hear?
According to Gartner, 59% of customers who use multiple contact channels would leave the company after a single bad experience. The conclusion is clear, no matter what we have achieved so far, for customers we are only as good as our last experience.
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