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Call data: Australian businesses’ overlooked tool for superior CX
Thu, 15th Feb 2024

Australian businesses often excel in swiftly addressing and resolving customer queries and refining their services based on customer feedback. However, a vital aspect that frequently goes unnoticed is the strategic use of call data.

Whilst the importance of customer interactions is universally recognised, the potential of call data often needs to be explored. This oversight can be attributed to various factors. Decision-makers may need a clearer understanding of how to harness this data effectively, or they might need to fully grasp its potential value.

Moreover, the challenge of sifting through and extracting actionable insights from customer service data can be daunting. This often acts as a deterrent in leveraging call data to its full potential.

Despite these challenges, it's crucial to acknowledge that customer service interactions are a treasure trove of valuable information. Call data can reveal insights into customer preferences, competitive intelligence, and satisfaction levels, making it a pivotal resource for strategic business planning.

Delving into Customer Preferences through Call Data Analysis

Call data plays a crucial role in understanding customer needs. It enables businesses to identify granular preferences, like favoured communication methods, and broader insights, such as overall satisfaction levels. This data can provide a window into customers' perceptions of specific products, highlight recurring concerns, and clarify their preferred communication channels, whether callbacks or emails.

Strategically leveraging conversation data can significantly enhance the individual customer experience. Additionally, it allows businesses to understand customer sentiment towards their products or services and make data-driven improvements accordingly.

Gleaning Competitive Insights from Customer Conversations

Customers often inadvertently provide valuable insights about competitors during calls. It's essential for businesses to pay attention to these mentions, as they can include critical information about pricing, service terms, or product features of competitors. Keeping track of such discussions can offer a clearer understanding of market dynamics and assist in making more informed strategic decisions.

Customising Conversation Analysis Tools for Specific Business Needs

With evolving customer expectations, the ability to customise tools for analysing conversation data is imperative. Businesses should be able to set specific parameters that align with their operational needs. For example, a bank might focus on customer feedback regarding interest rates, whilst a retailer could monitor mentions of competitors to identify cross-selling opportunities. Tailoring these tools ensures businesses can maximise their utility and uncover hidden opportunities.

Optimising Operations with Advanced Voice Solutions

Solutions like Twilio Voice enable businesses to create customised voice experiences that exceed customer expectations. This allows businesses to concentrate more on delivering exceptional customer experiences and less on the intricacies of building them.

In conclusion, call data transcends the boundaries of mere customer service; it is an essential element of business intelligence. A compelling testament to this approach is the transformation of Marks & Spencer's contact centre operations. By integrating voice intelligence technologies, they were able to transcribe and analyse call recordings, providing them with invaluable insights for future customer interactions. This innovation enabled the identification of trends, preferences, and pain points, which, in turn, empowered Marks & Spencer to tailor their services. Their modernised contact centre operations now boast a remarkable 90% accuracy in call handling, exemplifying the profound impact of embracing such technologies.

Are you interested in harnessing the potential of voice data in your business strategy? Click here to learn more.