Customers rarely lie.
If they tell you your product or service is amazing, they usually mean it.
If they tell you it’s sub-par, it’s usually true.
Stating the obvious, maybe.
But it’s why call monitoring and recording – and, critically, the ability to analyse the resulting call content – could now be the most under-rated tool in the kit.
Doing so retrospectively has, for many relatively new deployers of this smartest of evolving functionalities, been a game-changer.
It has enabled core workflow redesign, improved contact center agent training, and swifter dispute resolution - albeit sometimes days, weeks or even months after the fact.
However, capture, understand and act on customer sentiment immediately after a call has closed and, well, you really are at the new cutting edge.
And that means huge, fresh opportunity for Managed Service Providers, value-added resellers and system integrators who pick the right vendor partner.
“The content contained within customer interactions is the most valuable data there is – capturing and analysing it used to be all about compliance; now it’s more like market research,” says Brian Gocher, product evangelist at global call recording, quality management and voice analytics solutions provider MiaRec, which is empowering a growing number of organizations to enhance the customer relationship.
“The big equalizer is the technology that is now available and, more particularly, its affordability. Enterprises are no longer necessarily faced with high buy-in costs in order to leverage the value of their call data.
“The technology with which to achieve that has evolved rapidly and is now pretty much plug and play. That makes everything a lot less complex. It’s like: once you had to go to Oxford or Harvard to acquire the knowledge but now you can find it on YouTube.”
That said, as with most things technological, the quality of what you get out is hugely influenced by the quality of what you put in.
In MiaRec’s case, for example, supporting its customers in getting the most out of its solutions is as important as simply deploying the solution itself.
It’s about knowing what an enterprise is most interested in hearing its customers say; which keywords it feels can trigger the most effective response.
Every customer is different. Every customer’s customer is different. Every customer interaction is different.
So, that calls for clever configuration.
“We spend time with our customers to really understand the nature of their customer interactions,” says Gocher.
