The September 2013 issue of CRM Magazine, includes “Which Interaction Channels are Most Popular,” by Leonard Klie. Klie writes that multichannel options remain common for customer service, many companies share ownership for the integration among consumer affairs and marketing, often with customer care coming in third. Interestingly, Klie believes that “as multichannel integration has increased, the need to integrate the data has not followed suit.” Certainly, there are opportunities for businesses to integrate and share big data among departments.
If your customer service contact center is already collecting and analyzing contact data, can you find ways to integrate it with other departments, both to increase your value at the company and to help achieve organizational goals? Consider these example
- A recent marketing campaign has led to a spike in incoming calls and, presumably, an unexpected increase in call volume. You can coordinate with marketing in advance of future campaigns in order to staff up to meet expected demands and create and send informative messages to agents detailing the new promotion.
- You notice a significant decrease in first call resolution. Once you investigate, you find that an incorrect link on the website is circling customers through an endless loop. Your agents are able to provide the correct link and resolve the issue, but the best solution would be to have the appropriate department correct the website error.
Take a step back and look at your data to determine if there are alternate ways to view and use the information. Talk to your colleagues in other departments to see if the data that you already collect could help them achieve more success. Big data is best used outside of a vacuum to serve the overall goals of the organization.