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Contact Center Analytics that Drive Customer Loyalty through Better Customer Experiences

- March 17, 2015 - 2 Comments

As part of Cisco’s connected analytics portfolio of software and services announced in December, we combine Cisco’s rich intellectual capital, knowledge base and deep network expertise with business analytics domain and data expertise to create analytical insights that deliver customer business outcomes. These network-enriched business analytics offerings across Network, Wireless/Mobility, Location, Video, Contact Center, Collaboration, Event/Hospitality and Retail areas combine network and application data with external business data sources to create differentiated business insights and help our customers drive top-line growth, deliver superior customer experiences and improve operational effectiveness of their business.

Over the next several weeks, I’ll dig a little deeper in each one of our portfolio offerings, discuss our strategy and approach and outline customer business benefits our offers enable. Let’s start with Connected Analytics for Contact Center, a unique Cisco analytics offer that helps drive customer loyalty through better customer experience.

With online services such as Google or AirBNB providing customers with a more personalized experience, customer expectations are changing. Customers now expect the same personalized interaction on a live customer service interaction.

Research from the book written by CEB, “The Effortless Experience: Conquering the New Battleground for Customer Loyalty,” shows through careful research that the way to drive customer loyalty is not done through the wow factor, but simply how companies deliver on their promises and resolve everyday issues for their customers.

In contact centers the two most influential call characteristics on customer loyalty, sales and favorable word of mouth is how much effort is required from the customer to resolve their issue and agent skills and efficiency. But how can we measure these two factors during call interactions?

Cisco’s Connected Analytics for Contact Center takes a unique approach to analytics by using data from Unified Contact Center Enterprise (UCCE) to build a customer effort score and agent effectiveness score for each service interaction. These two indicators can be used for a few different things. The agent effectiveness score can be used for intelligent call routing – getting the customer to the right agent at the right time, perform agent behavior analysis, agent benchmarking to other agents within that group, and repeat call analysis. All of these use cases can help call centers better understand who their best agents are, which ones need training, and how agents compare to their teammates.

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The customer effort score can improve call routing, provide visibility on if a call back is needed for an upset customer, prepare agents to handle the call better, and provide segmentation for outbound campaigns to customers. The ultimate goal of both of these indicators is to help contact centers drive loyalty from their customers by providing them with a better, more personalized experience.

With Cisco’s deep heritage in contact center technology, our ability to integrate large amounts of data across massive networks, and the data and decision science expertise Cisco can provide to our customers, CACC is an ideal way for contact centers to get started in the new generation of contact center analytics. Only Cisco can bring together this data and build these unique indicators enabling contact centers to become a source for customer insight generation for marketing and other revenue generating use-cases such as cross-sell/up-sell or targeted marketing campaigns. Going forward we’ll continue to add more capabilities and use-cases across key pillars of operational analytics, customer experience analytics and Omnichannel analytics.

We are excited to share our innovative contact center analytics offering at the Enterprise Connect 2015 that’s currently underway in Orlando where I’m talking about contact center analytics technology in action, use-cases and customer benefits – more to follow on that soon!

 

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Learn More from My Colleagues

Check out the blogs of Mala AnandMike Flannagan, Bob Eve and Nicola Villa to learn more.

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2 Comments

    Rohit, combining analytics with the newly announced context service at the agent desktop will also help reduce customer effort, change customer perceptions, and mitigate disloyalty.

  1. It's necessary today to provide a seamless customer experience across all channels. Customers don't want to have to put any effort in. They are so used to everything being "easy" today, and your customer service should be as well.

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