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M


EW BEST END: the ct centre


S, MEET


By Kris McKenzie, Senior vice president & general manager for EMEA at Calabrio


arketing departments spend hard-earned resources on surveys, focus groups and other outbound customer feedback channels. Yet many


fail to realise that this very same data lives a few doors down in their very own contact centre.


A GOLDMINE OF VOICE-OF-THE- CUSTOMER DATA As brands search for new ways to create business value, the contact centre is emerging as a promising source of impactful data. Traditionally viewed as an essential overhead, today three in four organisations now view the contact centre as a key differentiator for their business. Organisations know that voice- of-the-customer data is pouring into their contact centres. They know they’re sitting on a goldmine of powerful insights. But most are doing just that, letting that data sit—not putting it to work. The average organisation only scrutinises


2% of their customer interactions. This fractional review is often done manually— as evaluators literally listen to entire conversations—and is limited to random sampling for quality assurance purposes and reactive investigation following notable escalations. The remaining 98% of customer voices?


They never see the light of day. These are unfiltered insights about customer likes and dislikes, as well as their more nuanced


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