November 17, 2021

How to Amplify Results With a Data-Driven Culture

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How to Amplify Results With a Data-Driven Culture

The contact center is the face of your business. Every service call or request for support from a customer is an opportunity to turn service into sales. 

With the rapid pace of change, businesses have undergone in the last two years digital has become the new meeting place to put your best foot forward. As part of these new changes, customers have shown a clear preference for the kind of speed and convenience offered only by digital engagement. 

Such shifts have created a windfall of possibility for contact centers, positioning them for increased profitability and strategic value adds to the entire business. 

But to get these kinds of results there’s a catch: it’s all about how you’re using data. 

Regardless of industry, data is the most important and strategic asset of a contact center operation. You can use it to identify pain points, opportunities, and adapt to change. You can use it to create a culture that gives agents the capabilities and skills to make informed decisions and seize moments.

But, creating a data-driven culture is not a simple one-time change. It happens gradually as you acquire more of it and with strategic investments in the right tools along the way. 

Your organization is always looking forward, adjusting processes to create a more streamlined and improved business model. 

So today we look at how to amplify the results of your efforts with a data-driven culture. 

How do you amplify results with a data driven culture?

First off, what is a data-driven culture? 

Organizations with a data-driven culture routinely use data to inform their strategies and create synergies. 

Redefining the way your organization compiles and analyzes that data helps to infuse new perspectives and shape different goals for improvement. Whether that means creating a better customer journey, mitigating risk, expanding your ability to cross-sell, or making processes more efficient. A data-driven culture is the factor that determines how successful you are in your efforts. 

Using data to build a better customer journey

Data-driven companies find ways to improve the customer journey by listening to and analyzing feedback and trends across channels. It helps you meet the changing demands of your customers and create a seamless journey. It also helps you seize moments. 

Take, for instance, a simple return interaction. If the agent has insight into similar products to the one being returned they can make that recommendation and turn that return into another sale. 

But what are the tools and capabilities that help to foster a data-driven culture? There are three main components:  

AI & Automation

AI and automation can take you a lot farther by targeting outbound campaigns and increasing inbound call capacity with virtual agents. Built-in machine learning gets smarter with every interaction for continually refined touches. It enables customer self-service and faster resolution round-the-clock so higher-priority accounts can get red carpet treatment. And the best part, you can sync all of this data to improve your sales funnel performance and create a richer, more connected customer journey. 

Speech Analytics

Speech analytics is more than a quality management tool. It’s actually a foundational business intelligence goldmine. When building a data-driven culture, speech analytics can help to add context to customer trends and increase conversions with relevant offers. You can use it to ​​turn customer intent into action with keyword trend analysis, get immediate “quick reads” on promotions and campaigns, and even mine channel data for revenue-generating opportunities. 

Digital Engagement

Getting people’s attention is costly, which means every moment you have a customer on the line or in a chat is an opportunity. These digital engagement moments, when executed smoothly and with the precision of finely-tuned personalization, can create a halo effect for offer and upsell receptivity. 

The key is to create better omnichannel customer journeys facilitated by proactive communication and then digital moments will translate into growth opportunities.

Connect everything

An omnichannel journey gives your customers their choice of channel preference but has the potential of creating an information gap. Customer journeys are not always linear. They often bounce between channels. 

A data-driven culture empowers employees to continue the conversation right where it left off. Un-siloed data allows information to flow freely across channels so that you can seamlessly connect the customer journey. 

Create intelligent experiences for a virtuous growth cycle

Centralized data allows you to link contextual history so you can pinpoint receptive customers by tracking their journeys to deliver the right message or offer at the right time. No matter which agent is interacting with your customers— be they live or virtual—they have access to information like contact history, account status, preferences, open tickets, and more.

Create a virtuous growth cycle with customer data

Data-driven cultures operate from a unified view of their customers.

The halo effect created by the positive results generated from the convenience of self-service or speed to answer during a web session creates greater receptivity in your customers, opening up more opportunities for agents to capitalize on that good juju and provide offers or promotions the customer didn’t know they needed or wanted. 

Enact proactive responses to pain points

Data-driven cultures are intent on purposefully acquiring information to transform their customer experience strategy. You can leverage speech analytics tools to drill down into what motivates each call. Customer intent reveals pain points so that you can optimize the service journey. 

Data from surveys, about products, and historical data can all help you take a proactive approach to customer care while generating more revenue. 

Expand the ability for agents to cross-sell

A data-driven culture promotes the adoption of advanced inbound capabilities. You can develop robust and effective outreach campaigns that can generate large volumes of callbacks with the potential for cross-selling. 

Many of these inbound calls are about completing a transaction, requesting additional services, or asking about upgrades. The un-siloed nature of a data-driven culture helps build personalized omnichannel workflows. These help you engage your customers at just the right moment to expand your ability to cross-sell. 

Create efficiency with self-service

More efficient processes can streamline the entire customer service journey. You can improve customer retention, experience, and satisfaction. 

Conversational IVR’s use conditional logic and natural language processing to match your customers with agents that have the correct and relevant knowledge. 

Intelligent IVRs can carry out tasks with efficiency and personal touch more than ever before. Screen pops pull information from the centralized customer data source to present premium offers to high-value accounts. 

Every moment your customer is on the line is  an opportunity to grow your business

You can develop a data-driven culture by moving past specialists and thinking of agents as sellers, too. The goals should be focused on:

  • Achieving deep business engagement
  • Creating “employee pull” 
  • Cultivating a sense of shared purpose for growth. 

Data should support your contact center operations instead of the other way around.

Creating a data-driven culture means strengthening the way your analytics portion of your organization works, but it also means changing the organizational mindset that sees the contact center as the cost center.

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About LiveVox

LiveVox (Nasdaq: LVOX) is a next generation contact center platform that powers more than 14 billion omnichannel interactions a year. By seamlessly unifying blended omnichannel communications, CRM, AI, and WEM capabilities, the Company’s technology delivers exceptional agent and customer experiences, while helping to mitigate compliance risk. With 20 years of cloud experience and expertise, LiveVox’s CCaaS 2.0 platform is at the forefront of cloud contact center innovation. The Company has more than 650 global employees and is headquartered in San Francisco, with offices in Atlanta; Columbus; Denver; New York City; St. Louis; Medellin, Colombia; and Bangalore, India. To stay up to date with everything LiveVox, follow us at @LiveVox or visit livevox.com.

To stay up to date with everything LiveVox, follow us at @LiveVox, visit www.livevox.com or call one of our specialists at (844) 207-6663.

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