Measuring call centers

摘要

For companies that maintain inbound call centers, tasks such as measuring response quality and call resolution, or triaging calls to the right place, can do a lot for customer satisfaction and retention. But there's a potentially powerful marketing function for these centers, too. New technologies can analyze inbound calls for key business intelligence and customer sentiment, which, in turn, can influence product development, campaign messages and offers. "Marketing is getting involved with contact centers more and more, in talking about segmentation, product offers and campaign follow-up," said Ronald Hildebrandt, senior VP-marketing with Enkata Technologies, a contact center analytics and optimization company. "It's beautiful to see." Current economic pressures may be helping force contact centers in this direction. "Just within the last six months I'm hearing more and more contact center people say how they're being prompted to treat every caller as a revenue opportunity, to cross- and up-sell," said Keith Dawson, principal analyst, contact center practice, at Frost & Sullivan.