DYK # 28: Did you know that the contact center is emerging as your organisation’s customer intelligence hub?
Technology has been pushing the boundaries of what great CX looks like, and how we build and run CX programs.
AI, GenAI, Agentic AI... you name it, we’ve all heard the buzz words. But what does that mean from a customer insights and business intelligence perspective?
Let’s look into it.
Traditionally, customer insights come from your Insights Team. These days, however, it’s not quite that straightforward.
Raw customer feedback, and at times insights, can now come from various areas across your organisation. And the contact center is rapidly evolving as a true treasure trove of customer insights, and your organisation’s customer intelligence hub.
It’s technology that makes that possible. Raw, unsolicited customer feedback enters your contact center every single day. In masses. We can now unify and analyse that data, generate insights, recommend next steps and best actions, and even automate small tasks.
It started with AI, the GenAI, and now we’ve got Agentic AI to support that work.
Calls, texts, emails, social media messaging, chat conversations (live chat and bots), etc. can now be utilised to extract insights and understand the customer experience in more detail.
But what does that mean for your organisation, your Contact Center, and your Insights team?
Contact center vendors have been busy leveraging tech to extract sentiment, insights, and root causes from conversations, and trigger alerts or automate tasks to address customer queries. Meanwhile, VoC vendors are doing the same thing.
The good news: we have great tech available to leverage unsolicited feedback to generate insights and improve the customer experience.
The challenging news: how do we go about streamlining all those activities, unifying data, and bringing the rest of the organisation along on the journey to become customer centric and drive experience improvement?
First things first, CX is a Team Sport. Every single team within your organisation (most anyway) have a direct or indirect impact on the experiences customers have with your organisation. That doesn’t mean that we should have siloed insights scattered across the organisation though.
Just because the Contact Center or Insights teams are the ones who hear about the experiences customers have, and hold the insights, doesn’t mean they are the ones who:
Broke the experience in the first place
Are responsible (or capable) of fixing it
While technology enables us to hear “the voice of the customer” more clearly than ever, now is the time to:
Create clarity on the role of your CX team within the organisation
Have a technology conversation about Customer Insights and Business Intelligence ACROSS the organisation (not by individual team / silo) and streamline you tech stacks
Start building your customer-centric culture and democratise insights with the teams that are responsible for breaking, and hence, fixing the experience.
What are you doing to unify all the insights you have across your organisation? We’d love to hear what you're doing, what tech you’re using, and what role your contact centre plays in this!
As always, don’t be shy to get in touch, we’d love to help you create clarity 🙂
#CX #customerexperience #VoC #insights #technology #contactcenter #AI #GenAI #AgenticAI