CALL SERVICES / NUMBERING
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the caller? If your customer can’t answer
con dently they are simply wasting all their
marketing dollars. Multiply the number of
calls missed by their average conversion rate
and average order value. en multiply that
into a month of calls… most customers will
instantly come round when you can put a
gure on it.
A swathe of data is now being delivered
to wallboards and in some cases to
smartphones for managers to keep an eye
on the productivity levels of the o ce from
wherever they are. We have been throwing
the word omni-channel around for years
but today it is a reality. Younger generations
want to contact your business in a number of
di erent ways. at could be via messaging,
chat, social media or something else. All of
these sources of data provide valuable insight
for customers to ultimately make more
money and provide a better service.
ED SAYS…
It was during the snowfall we had a few weeks ago which I decided to do
something a little radical. I was trying to catch a train but unfortunately
I couldn’t tell what was running by my usual method. So I took to Twitter
and just asked Southeastern directly… I almost fell out of bed when
I got a response within a minute! Digital channels are here and some
organisations are already using them as an effective means to engage
with their customers. Creating insightful analytics engines which can
capture this data is going to be big business over the next two to fi ve
years. Make sure you fi nd the right vendors to help you on your way.
DOES YOUR CUSTOMER HAVE A ‘VOICE FIRST’ STRATEGY?
New research from Red Box, the call recording platform company, suggests that C level enterprise
respondents to their survey are recognising the value that lies within their call recording data but
are unable to realise that value with analytics.
• 76% of those surveyed believe that a ‘Voice First’ strategy will be in place within less than fi ve
years showing a clear shift towards recognising the value of the spoken word.
• 95% regard voice data as ‘valuable’ or ‘very valuable’ to their organisation.
• However, just 49% of organisation-wide conversations are being captured, suggesting
limitations with current call recording solutions and set up.
• Furthermore, 51% of the data being captured is locked away and inaccessible for AI and analytics.
are unsure if they can comply with the
regulation and so there have been instances
where some customers have decided to turn
the service o or not purchase it in the rst
place. ose partners who aren’t familiar
with the regulation which came into force
in May 2018 could be leaving large amounts
of money on the table or even worse, letting
another GDPR specialist in the door.
MiFID II requires nancial rms to
record telephone conversations and electronic
communications that relate to “the reception,
transmission and execution of orders, or
dealing on own account”.
Call Management
Until very recently, digital transformations
(DX) have been almost entirely focussed on
the need to develop a customer led business
strategy that would lead to the achievement
of customer service excellence. But this
focus has shifted as in mid-2018 analyst rm
IDC, the early headline advocate of the DX
mantra, announced that organisations were
now prioritising productivity over service
excellence – albeit these two aims are now
actually pretty much neck and neck on the
DX shopping list.
e answer to the DX questions can often
be found in the data. High grade analytics
applications are now within reach for
businesses of all sizes enabling a new wave of
advancement in Call Management.
Bart Delgado, MD of Akixi, suggests
asking your customer the following question.
How many calls to the organisation were
not answered nor had return calls made to
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