Call Center Silos Are Eroding Omnichannel Success
Market pundits have predicted the decline of call centers as a critical component of consumer care. In reality, call centers continue to be the single most important component of consumer care in the digital age. Research shows 69 percent of consumers are more satisfied using the phone to acquire support across most industries, something you could test with your own call center IVR surveys. Further, at a cost of $1.00 per minute, Call Centers represent the single most expensive customer care system cost by a large margin.
Because of the volume of consumer contacts and their relative impact on consumer satisfaction, call centers have always been considered a critical touch point in the customer journey for all customer experience CX research. Further, multi-modal surveys have been used for post call center surveying, but IVR surveys have been the dominant and preferred survey method. New trends in customer research will further expand the use of call center IVR surveys for post call customer care.
Call center operations are beginning to integrate speech to text technology as a scalable method to review and analyze the performance of agents, and coaching agents to enhance success metrics. Speech to text captures the customer exchange and transcribes it to make it easier to analyze and dissect call outcomes to assess agent performance. This technology will enable call center management to better understand the causes of successful and failed customer care calls.
What the technology of transcribing actual consumer call recordings will not provide is a clear understanding of the impact customer care and service call successes and failures have on the customer’s relationship to the brand. This can only be achieved by an effective and broad-based post contact survey methodology.
IVR surveys continue to offer the preferred survey methodology because it offers nearly instantaneous post call or service contact, extremely high participation rates, a mobile friendly platform, and the ability to gather quantitative and qualitative feedback, including insight into brand affinity. The qualitative data acquired by IVR surveys has dramatically improved and is more cost effective with the integration of similar speech to text technology. Now you can transcribe survey open ends and integrate such data for text analysis and ideation research in near real-time a fraction of the cost of manual transcription.
As call center innovation grows so does the ability for customer experience research to measure the attitude of consumers and score their experience to measure the impact on consumer brand affinity.
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