Tethr and Awaken Intelligence join forces as Creovai
Tethr and Awaken Intelligence are becoming Creovai, bringing together best-in-class conversation analytics and real-time agent assistance.
Robert Beasley
June 3, 2024
Steve Trier
February 27, 2018
Your customers call you with a specific need or problem they want you to solve. It is in this moment you are gaining the most unbiased voice of the customer — the moment of truth. This interaction contains answers to many of your company’s most pressing questions. Tools available today, like disposition codes and IVR data, offer flawed data. But we still often mention IVR data and customer loyalty in the same sentence. Yet to properly serve your customers and build loyalty, it’s even more critical that you understand WHY they initiated the call in the first place. How do I know this? Although I hear it often, I have always been surprised when call center and business leaders say, “We want a better understanding of why people call us!”.
Oftentimes, customers have more than one reason for their call. This reason (or reasons) — the WHY — is the true call driver. It often gets lost during the conversation, but if you really wanted to learn everything you need to know from each phone call to your contact center, you’d have to listen to all your calls and that’s just not reasonable. So companies collect and use IVR Data and Reason Codes (disposition codes) to provide call center managers an overview of why customers call. This awareness enables call center managers to make data-driven decisions to improve customer experience and call center productivity.
First you must examine how the IVR data and reason codes could fall short of a robust understanding. When asked, we hear these common responses:
IVRs
Reason Codes
These issues result in inaccurate data and you may not understand the full spectrum of your customer call drivers.
Solution — Can we let the voice of customer be the purveyor of robust and reliable data?
Could you ditch codes altogether and still get better data? Could you reduce wrap-up time while getting better data? We think so…
The advent of the ability to turn customer interactions into structured insight holds much promise here. Today you can use machine learning to detect the reasons for calls. Here’s how:
One more thought — We find that when you start to compare reasons to other factors in the call, that the system has been trained to detect (e.g., re-contact, channel switching, customer frustration, or agent uncertainty), you also learn the impact on your customers and agents.
With this data, you can determine all your unique call drivers with robust, accurate data. You can then address the issues and, in turn, save the organization money and increase customer loyalty by uncovering important facts about your customers’ needs.
We’ve done many data dives and a few eye-opening data comparisons regarding the reasons why customers call. We’d be happy to review some of the results if your interest is piqued.