Customer contact departments must be able to make adjustments faster and more specifically on the basis of circumstances and developments. Information from employees is just as important as data. But how do you set up a data strategy and what can the contact center do with data? Where do you get the right data from and what are the possibilities for data analytics in customer contact?

 

One of the ways to shape the digital transformation in customer contact is to use data in business processes. There are excellent opportunities here for contact centers, because large amounts of data are produced. If you want to become data driven, you have to some specific steps put and some pitfalls to avoid. One is that technology is being implemented, but the translation of insights into actions lags behind, for example because there is not invested in both data scientists as well as in putting the data management in order. The conversion of data into insights is generally seen as the biggest challenge.

This is not only a challenge for analysts and the business. Other stakeholders in the organization are also increasingly concerned about data. On the one hand because consumers are becoming increasingly critical about data use, and on the other hand because privacy and security measures are becoming increasingly important.

Rabobank's data collection is growing: customers visit the app about two million times a day; about 100 million transactions take place via the app every month and the bank receives 9 million phone calls every year. The bank invests a billion euros a year in new technology. Part of that budget goes to the innovative use of algorithms and machine learning. In addition to good information management, the bank also wants to invest in the ethics surrounding the use of customer data. Rabobank therefore has a Manifesto has been drawn up that specifies how the bank does or does not want to use data.

 

Applications

Specifically for customer contact, there are all kinds of proven successful applications of data analytics, in various fields.

First of all can customer service processes monitored, analyzed and optimized. Some examples:

• National Netherlands used data to get a grip on the productivity and organization of back office processes; VodafoneZiggo gained insight through data analytics into customer behavior and preferences at Viaplay and the questions and problems of customers regarding large-scale working from home during the start of the corona pandemic;
• airport Schiphol has used data to achieve a 'data-driven passenger experience', so that the customer experience of travelers can be continuously improved;
• De ANWB Emergency Center uses AI to help determine the best emergency scenarios, such as sending a roadside assistance or having a vehicle recovered immediately.
• Valk Solutions uses speech analytics as a 'service'; several times a year, the company has a certain volume of conversations analyzed in order to be able to work on opportunities for improvement based on the results.

 

Contact centers can also use data to drive processes. Examples are:

• Voice Routing, to replace the IVR, for example at VDAB, (most comparable to the Dutch UWV) which greatly reduced internal transfers;
• Voice biometrics, for customer verification, as the first financial institution in the European Union used by Van Lanschot.

 

In addition, data can be used in combination with analytics for supporting customer contact employees in performing their task. Examples of this are:

• Next best action at VodafoneZiggo and Centraal Beheer, among others, where employees receive suggestions for service or sales conversations, where the suggestions naturally match the customer's profile, which is conducive to retention and cross- and upselling.
• Verizon, JetBlue, and Maximus use AI-powered technology that connects callers to the most suitable employee, which helps the employee to achieve conversion.
• Cygnific works with performance boards, where different data streams are brought together so that employees have relevant and up-to-date information that is needed to make the best decisions.

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