Contact centre is the absolute front line of any organisation that serves its customers.
Whilst we have seen the tech companies are making the technology to facilitate the works easier at your call centre, many may also have been ignoring the data sitting in this space. No doubt that Customer Lifetime Values or P&L are important, but they are lagging indicators. Before the dissatisfied customers contribute to the lower P&L and CLTV,
wouldn’t it be better to look at the leading indicators within the data in the call centres so that you could immediately attend to the dissatisfactions your customers have?
Max Ball, Director – Product Marketing at RingCentral, is here with all the answers.
RingCentral, Inc. (NYSE: RNG) is a global provider of unified communications and cloud collaboration solutions for businesses of all sizes across industry verticals. The company has a revenue of $903 million USD (2019) with around 5,000+ employees. Max is responsible for positioning all contact centre and customer experience offerings from RingCentral.
Before joining RingCentral, Max looked after the messaging and outbound strategy for 8×8 Inc.’s contact centre product line, a $40M annual business growing at 30% per year.
He also spent significant time at a number of great companies including Genesys Telecommunications, Edify Corporation, and IBM. At Genesys Telecommunications, he led the content and roadmap for a $100M business.
Apart from working on these high-end technologies, he spreads in passion and knowledge for marketing and technology frequently though blogging, presentations, and speaking events worldwide.
In this episode, Max will share with us a lot about the data and analytics used in the contact centres or the call centres. Not only the operational reporting that is being done at the contact centres. But rather we’ll go into a detailed discussion about how the data and analytics could be utilized to improve the customer journey and the experience when the customer calls to your call centre.
Beyond that, Max will share with us some of the changes you can make and also how you can improve the call centre using various applications that are out there.
And of course, we will also talk a little about the role the messaging apps could be playing in the contact or call centres. Max will share with us a few use cases that he has seen being deployed in the United States.
The key takeaway from this episode is perhaps the push for changing the mindset about the call centre. Instead of looking at it as solely a call centre, we should utilise it as it truly is – a data gold mine. At contact centres, you can find a lot of information about your customer, where they actually share that information themselves. The trick obviously is how do you mine and extract this information to make something useful that you can use to improve the customer journey and experience.
A few other areas discussed include:
- How to go beyond just operational reporting and do much more with the call centre data.
- How the pioneers get the most out of contact centre data.
- What are the enablers that you can use for getting the most out of your contact centre data
- The visionaries who keep doing data analytics will be at the advantage as they will know stuff that others won’t
- Why disparate systems and silos is a major problem for getting the full picture of the customer journey
- Use of speech recognition, NLP, sentiment analysis, and call analytics.
- Dangers of using emerging tech, i.e. bots and AI, and how to avoid the dangers
- The model for the perfect bot – human integration at the contact centres.
This surely is a greatly beneficial episode for all those looking to improve their customer experience. Don’t miss out!
More links about the guest
LinkedIn Profile URL