Does your contact center have the CX factor?

It’s success or failure. It’s the icing on the cake or the last straw that broke the camel’s back. Your contact center’s customer experience (CX) is what helps your customers decide: should they stay or should they go?

Customer-centric businesses are 60% more profitable than non-customer-centric ones, according to a Forbes Article written by Blake Morgan, customer experience futurist, author, and keynote speaker.

Most contact centers have already begun their transformation to become customer-centric. However, without expert guidance, it can be a little difficult trying to gauge one contact center‘s progress against others.

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Here are 5 markers of a contact center that has the “CX factor”:

1. Conversation experiences that bond

A contact center that delivers omnichannel experiences that meet their customers where they are is on the right track. Can it go further?

Delivery service provider Bolt was able to increase its driver registration rate by 40% by integrating whatsapp for business into its existing solution, according to Infobip’s Orediretse Molebaloa. There were three essential elements to this success: chatbots, conversations functionality and moments functionality. This is where the real value comes in: the moments feature allows the contact center to trigger specific, segmented messages based on certain events, creating a hyper-personalized customer experience.

Contact centers have an unspoken obligation to create personalized experiences for their customers. But it’s not an all-you-can-eat buffet. It’s about choosing the right solutions. Many contact centers have multiple vendors to manage different channels across different functions of their organization. This makes it difficult to get a complete view of the customer journey. Instead, Molebaloa suggested an integrated approach to communication across channels and business functions that is scalable and agile.

2. Make the customer feel heard

Contact Center Speech Analytics is not pleasant to have, it is essential. The golden data is there, it is just a matter of implementing the mining process.

The ability to track and track behavior patterns over time is key to unlocking the value of speech analytics. Listening to every conversation gives a concrete, holistic view of which interventions are working and which aren’t, ensuring contact centers can course-correct in near real-time.

According to Corey Springett of Callbi Speech Analytics, a contact center can achieve three main goals by implementing speech analytics:

Direct savings
One such example of direct cost savings is the ability to reduce downtime or silent time on calls. Excessive silent time usually indicates that the agent is looking for information and needs more training.

Revenue generation
A quick example of this is which agents use benefit statements and which do not? Which benefit statement produces the best results? Increase revenue generation by increasing efficiency.

Customer and agent experience
With speech analytics, agents can no longer hide negative conversations and interactions. Additionally, high-risk customers, such as those who have threatened legal action, may be flagged for sensitive handling.

According to Springett, speech analysis reveals the difference between information and intelligence – the difference being the ability to quantify.

3. Reach the customer

The rise of TrueCaller and other call blocking software has been a challenge for outbound call centers. Often these call centers quickly burn through numbers and have no way of figuring out why.

According to Dalton Wilds of BullTech, the best thing for outbound contact centers is the power to manage CLIs, get information about those CLIs, and make decisions based on that information. Dalton notes that customers have seen up to 30% increase in response success rates (ASR) soon after implementing CLI Manager.

One of the most attractive features of CLI Manager is the VIP Fallback feature. If a certain high-value customer is unreachable for a period of time, they can be added to the VIP standby database. This database will then be contacted with the best performing number. This is automated and the database is refreshed at set times.

For any contact center, this kind of real-time adaptation is critical to CX.

4. Understand the customer and employee experience

By understanding customer and employee experiences, contact centers can drive retention, processes and profitability. Believe it or not, it can be done in a sophisticated and simple way.

According to Marcus Thorne of Smoke CI, their product agnostic, Voice of the customer solution was able to deliver outstanding results for Standard Bank. Using data insights and text response analytics provided by Smoke CI, the bank implemented targeted niche interventions that improved all key indicators.

Essentially, the goal is to truly understand customer and employee sentiment. It’s actionable data that increases the lifespan and value of customers and employees.

5. The Perfect Agent

The quality of contact center agents is critical to the performance of a contact center. The successful recruitment of these specialized agents is therefore imperative.

The cost of not placing the right person for your organization is time – induction time and training time. Meanwhile, the contact center agent is not performing at their peak, taking longer to resolve queries and understanding the customer, which puts unnecessary pressure on the contact center and the agent.

The optimal solution is to entrust the task to the most specialized party. According to Jessica Schutte of SelectONE, a comprehensive talent management solution specializing in contact center recruitmentit is imperative that your recruiter understands the four strategic pillars of any CX operation, namely cost reduction, operational agility, increased revenue and improved customer experience.

The CX factor in a nutshell

If a contact center has actively sought a conversational experience, the ability to understand their customer, the ability to reach the customer, the ability to obtain employee and customer satisfaction insights, and is recruiting and retaining the right agents, he is well on his way to having the CX factor.

If any of these are missing from your contact center, contact Ingrid Green at [email protected] or visit

About Pivotal Data
Pivotal Data is a specialist provider of contact center and business communication solutions. We help organizations of all sizes by consulting, implementing, maintaining and managing solutions that simplify complexity and create agile, customer-centric organizations. Our solutions provide our clients with the ability to make every interaction engaging, insightful and profitable, helping to grow businesses and improve competitive market positions.

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