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Future of Retail — Customer Engagement
issue 08
“Technology continues to replace traditionally human roles throughout the enterprise world, but there is still no substitute for true human-to-human interactions.”
Hone marketing messages, zero in on the target
Comprehensive contact centre data analytics enables the marketing department to conduct ongoing, real-time market research at an exceptionally low cost. They hear invaluable insights—what works, what doesn’t, what they like, what they don’t like—directly from the entire spectrum of customers. This information enables validation
of existing marketing efforts, providing quantifiable evidence of a campaign’s success or impact. It also gives the marketing department the agility to adapt existing efforts to better reach and convert targets and inform future campaigns. These insights drive highly targeted marketing initiatives that more reliably hit their targets and deliver greater ROI.
See where your brand lives in the market— identify competitive advantage
Customer analytics tools can also tell marketing professionals how brand messaging is being received, and where a brand lives within the market space. Using analytics across a variety of channels, an organisation can look for key phrases tied to their own messaging and the competition’s. Across tens of thousands of interactions, the organisation can identify how well their brand resonates with specific segments, as well as where their competition is gaining ground. The tool can also detect and analyse
potential customer defections. Context-based analysis quickly flags conversations relating to possible defection, and the intelligent tools can identify the reason why (i.e. price, convenience, functionality). If a competitor is
mentioned, the system can also identify the context for this mention.
Find your customers’ unmet needs—bring new products to market
The ability to listen to 100% of customers’ voices enables the enterprise to improve existing products and services. But it also reveals customer needs that are not fully met by any player in the market. These unmet needs can be golden opportunities to develop a new product or service, claim a completely untapped segment of a market and create a new and robust revenue stream.
THE CONTACT CENTRE AS A CUSTOMER INTELLIGENCE HUB Technology continues to replace traditionally human roles throughout the enterprise world, but there is still no substitute for true human- to-human interactions. These conversations, whether voice calls,
online chats or email exchanges, create some of the richest, most multi-dimensional data your organisation has. It’s the unfiltered voice of your customer, directly (and indirectly) telling you what they want, and how you can deliver it. With the right analytics solution in place,
your brand can tap into this incredible resource, transforming the contact centre from a cost centre into a business intelligence hub that drives impact across the organisation. An advanced contact centre analytics solution goes well beyond improving customer service, empowering a range of enterprise users—from sales staff and marketing leaders, to product teams and legal counsel—to take a proactive approach to increasing efficiency, enhancing service levels, identifying opportunities and driving revenue.
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