Over the last few years the telecommunications and call center industries have undergone radical changes. Telecommunications was mainly in the hands of national and regional telecom companies, which essentially owned all the cables in the ground. The call center market was dominated by a small number of vendors that provided on-premises systems to manage and route calls when they arrived at a company’s offices. The telecom model was in effect the first cloud-based service, though almost no one stopped to think about how a call made on one device arrived at another. The arrival of the internet and wireless technologies and the telecom companies’ willingness to lease capacity on their lines changed both models. Now almost any company can provide communication services, and the majority of contact center systems are cloud-based. In this evolution some organizations that previously were hidden behind the telecoms have emerged as suppliers of communications and contact center services.
Our benchmark research into the next-generation contact center in the cloud confirms what most people intuitively know – that consumers now engage with each other and organizations through more communication channels than a few years ago and that many of these are speech- and text-based. Companies are therefore generating large volumes of voice recordings and textual records. They contain vital information about what customers feel about issues connected to their dealings with the organization – marketing messages the sales process, product and service quality, and employee behavior, among others. The challenge for organizations is to extract insights from these unstructured records and take action to benefit the business based on those insights. When it was founded in 2002, CallMiner set out to support organizations in that quest, and in 2012 it won a Ventana Research Technology Innovation awards.
Zuora provides software that supports the rapidly expanding subscription economy. I recently attended the company’s user event in London, called subscribe16. During his keynote speech CEO Tien Tzuo insisted that the subscription economy is not only here to stay but is likely to grow substantially. In the U.K. alone, he said, 40 million users are using subscription services, including 14 million use video streaming services, 5.4 million use music streaming services, and perhaps most surprising, 78 percent of adults age 55 or older use at least one subscription service.
Robotics is nothing new to some aspects of manufacturing and the IT industry, but it is relatively new in the customer experience (CX) market. The term often conjures up images of little gray machines taking over tasks previously handled by humans – machines making cars, programmed vacuum cleaners and the like. In the CX space, however, we are not talking about machines but about software that can automate routine tasks. For the time being, I don’t believe robots will take over the contact center and replace human agents. Indeed our recent research into next-generation contact centers in the cloud strongly suggests the opposite. It shows that the telephone is still the top channel of communication and that almost two-thirds (62%) of organizations expect call volumes to rise over the next 24 months. Thus agents will continue to handle large volumes of interactions, which may become more complex.
Analysts have been talking and writing about a “360 degree” view of the customer for years. Our own benchmark research into customer relationship management shows that only37 percent of organizations are able to produce analysis and reports that yield such a comprehensive view. Other research into next-generation customer analytics reveals that the main issue in this area for nearly two-thirds (63%) of organizations is data availability. To make the situation worse, customer-related data is getting ever more numerous and complex. A principal reason for this growth is the number of communication channels consumers now use to engage with organizations and the type of data these channels produce. It includes call recordings, text messages, email, social media posts, customer feedback surveys, chat scripts and event data such as videos that users download. All of these types of data are unstructured , which makes them harder for conventional analytics tools to access and analyze.
Topics: Customer Analytics, Customer Engagement, Customer Experience, Employee Engagement, Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Text Analytics