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Contact NICE: Customer hotline: (888) 217-0593 Customer support: (800) 642-3611 (800) NICE 611 email: Welcome@nice.com On the web: www.nice.com |
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NICE Systems, Inc. 950 Herndon Parkway Suite 250 Herndon, VA 20170 |
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| CRMXCHANGE WEBINAR EXPLORES THE NEXT FRONTIER IN CUSTOMER INTELLIGENCE |
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Recently, NICE Systems and SAS, the leader in business intelligence and analytics, collaborated to co-present a CRMxchange webinar on "The Power to Know® with Customer Interactions." The session was hosted by Paul Bierbusse, senior director of Customer Intelligence for SAS and Yoel Goldenberg, director of Contact Center & Enterprise Solutions for NICE. The webcast touched on how recordings have historically been used mainly for compliance and risk management and how that model is changing. Today, companies are tapping into interactions to gain insight into what customers are thinking and doing, and how well they are responding to their customers' needs. Yoel kicked off the presentation by reviewing the five different dimensions of customer interaction analytics: audio analysis, customer feedback analysis, call flow analysis, screen content analysis, and business data analysis. According to Yoel, today's Insight from Interactions™ solutions are helping organizations do a much better job of analyzing customer interactions across all of these dimensions for improved operational insight and business performance. "The most common thing I see with marketers is they would like to listen to calls to learn more about the customer reaction to campaigns, to new products, to services and also to learn more about their competitors," Yoel said. Still, another department might want insight into other issues, such as customer complaints centered on late delivery times. In the past, gaining this insight was hit or miss, due to the random nature of call monitoring. In contrast, Yoel says today's solutions provide greater insight by "listening to" and analyzing 100% of these interactions using advanced capabilities like emotion detection, word spotting, and talk analysis. The end result, says Yoel, is that business decisions are made based on "the overall analysis and not just on sampling of very few calls." Information can also be more easily shared with decision makers throughout the enterprise. The next frontier: combining 'islands of insight' to predict customer behavior Both Yoel and Paul agree that the next frontier in customer interaction analytics will be to combine the various sources of structured and unstructured data within the enterprise for a holistic view of the customer. Paul says that organizations have many 'islands of customer insight' such as billing systems, credit card systems, and other sources of transactional information. "Marrying these up to the voice interactions is the last frontier of the customer being able to tell you what their issues are, and being able to get operational insight to tailor the customer experience and/or provide a longer lifetime experience for the customer," he said. "What we have found is, from a business intelligence perspective, most organizations are simply looking backwards," Paul added. He predicts that the next frontier of customer interaction analytics will help companies shift their focus to become more forward-thinking. "What we're really trying to attack here is what will happen - to be able to take that customer dialogue, whether they're talking about high degrees of frustration about a service level, or frustration about not being able to be removed from a do not call list, along with possible changes in purchase behavior or transaction behavior. This is about being able to identify in near real-time what the customer is likely to do." Paul cites a compelling example of a high-value credit card customer who charges $4,000 in purchases a month. Over time, the customer uses his card less and less, and then not at all. "The credit card company might be able to see that the customer is using the credit card less," Paul said. "On the other side, the customer may be calling the call center to complain. Maybe the fees are too high. Maybe he's not happy with the bills that he gets and this is the reason that he's using that card less and less." The bottom line, Paul says, is that for most organizations, these two very important pieces of information (the transactional data and the recorded customer interactions), reside in two "different worlds." The next frontier of customer interaction analytics will inextricably link these islands of information so organizations are not only better prepared to react to customer behavior, but are better equipped to predict future customer behavior as well. If you missed Yoel's and Paul's "The Power to Know® with Customer Interactions" webinar, you don't have to miss out. A recording of the complete webinar can be accessed at www.brainshark.com/live2archive/vu?pi=126301. About CRMxchange Founded in 1995, CRMXchange is a premiere destination on the Internet for the exchange of information and ideas on customer relationship management, sales, contact center, and telemarketing issues. Visit CRMxchange at www.crmxchange.com. |
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