Smart contact center

How Sales and Marketing Departments Can Use Interaction Analytics

How Sales and Marketing Departments Can Use Interaction Analytics
  13/10/2020 08:10

Interaction analytics (voice and text) generates measurable benefits that contribute to a company’s revenue and profits. When this analysis is applied consistently across call centers, which are the primary buyers of these solutions, it improves customer experience (CX) and agent engagement, and reduces operating costs.

Interaction analytics has become one of the reference applications during the coronavirus pandemic. Companies are using it as an early warning system to gain insight into emerging customer issues and trends.

At the same time, it is used to track the performance of employees working from home. These two uses reflect the flexibility and applicability of this analysis in a wide variety of business scenarios. Its potential use encompasses all customer service departments in a company, with sales and marketing being the most important.

How Sales and Marketing Departments Can Use Interaction Analytics
Use Cases In The Sales Department

An interaction analytics solution can be used to improve the benefits of many sales-related activities, including:

  • Determine which items are trending up or down and why.
  • Which channels and sellers are the most effective and best received.
  • Correct prices and which ones should be readjusted.

Customer feedback should also be used to complement the findings of focus groups (a qualitative research method that brings together participants in an interview, in which opinions about products or services are expressed. It is a type of research widely used in marketing). In addition, these systems can be used to validate new ideas for products and services identified by these groups or suggested by customers.

Use Cases In The Marketing Department

Marketing departments will benefit from the use of interaction analytics solutions, as the findings are likely to save the company millions of euros while increasing the revenue generated by marketing initiatives.

This analysis should be used for marketing testing before making major investments, bringing the concept of A / B testing to a much more effective level. Moreover, these solutions can help determine the most appropriate methods and channels for engaging with customers and prospects, and engagement analytics can be used to identify customers at risk before they are upset enough to lose them.

Engagement analytics should be used to conceptually “pulse” a company’s customers and reduce the risk of social media errors, which are costly for a brand. It can also quickly identify the products and services that are trending at any given time, positioning companies to identify customer needs and wants.

Additionally, interaction analytics can capture and analyze competitive insights, enabling companies to limit customer churn with proactive retention tactics.

In conclusion, contact centers (and customer service / support) are the main users of these solutions today because they are the source of information, phone calls and written conversations with customers. If companies extended access to interaction analytics to leaders of all customer-facing functions and departments, they would find much of the insights they have been searching for years.

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