Customer intelligence is the process of using intelligence data to identifying the best way of interacting with them in order to deliver a better experience. Contact centres serve as rich sources of customer intelligence due to their daily interactions with customers. 

Utilising customer intelligence to boost customer experience

For contact centres to deliver an exceptional customer experience they must harness the wealth of customer intelligence data in order for them to personalise interactions, boost CSAT and customer loyalty. An example of this would be using the customer intelligence from an organisations CRM platform, made easily accessible to contact centre agents. This equips agents with valuable insights such as a customer’s location, past purchase history, and details of previous service interactions. Armed with this knowledge, agents can engage with customers on a personal level, checking if their previous issues were resolved satisfactorily, and even informing them about new products or services.

Customer intelligence data within a contact centre

Customer segmentation

Customer intelligence empowers contact centres to segment their customer base more effectively, pinpointing their needs. Eg. provide VIP treatment to certain customers by prioritising them in queues or directing them to specialised agent teams dedicated to serving their unique needs.

Interaction History

Contact centres diligently record and preserve the history of past customer contacts. This information offers valuable insights into the nature of each customer’s interactions and their preferred communication channels.

Survey Results

Contact centres often administer customer satisfaction surveys to gauge the quality of service provided. Survey results serve as an integral component of customer intelligence, offering insights into customer perceptions and preferences.

Interaction Analysis

Contact centres equipped with interaction analytics software can analyse 100% of customer contacts from various channels. This enables them to discern customer sentiment and gain invaluable insights into customer behaviour and preferences.