As Indian organizations embark on their digital journey, VoCA implementation will be integral to their digital channel strategy and will help the BPOs to bridge the gap between traditional channels of customer engagements and self-service channels.
How is its adoption of VoCA (Voice of Customer Analytics) by organizations in the Indian contact center industry?
As the customers’ communication channels have grown manifold so have the multitude pockets of available data and ways to collate VoC (Voice of Customer). If your customer says it, writes it, or clicks it, you should be able to collect, analyze and act on it faster than your competition. According to Forrester and others customer experience leaders grow revenue five times faster than CX laggards, drive higher brand preference and can charge a premium for their products.
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“A scalable VoCA program can enable the Indian contact centers to upgrade themselves in their customers’ business value chain.”
Anil Chawla
MD
Customer Engagement Solutions
Verint
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As Indian organizations are embarking on their digital journey, VoCA implementation will be integral to their digital channel strategy. It will help the BPOs to bridge the gap between traditional channels of customer engagements and self-service channels. A scalable VoCA program can enable the Indian contact centers to upgrade themselves in their customers’ business value chain.
Every organization is investing in Contact Center technology as part of its digital strategy – what are your views on it?
Yes most organizations are focused today on shifting assisted service to self-service through introduction of new digital channels. The launch of any new digital channel such as a mobile app requires constant monitoring and updating. When customers hit a bottleneck with new channels of engagement they end up reaching out to the contact center. Organizations differentiating through speech analytics can identify calls associated with self-service failure, and the underlying problem area. Speech and text analytics can also help organizations assess how well their agents are promoting new digital channels.
Exploring speech analytics, a global telecom player identified that 25% of their calls had to do with customers unable to understand their bill. The Telecom player diminished these repeat calls through-
- SMS Alerts
- Updates on their websites and
- Fine-tuning their IVR
Such initiatives helped the telecom player’s customers be more self-reliant and enhanced the efficacy of self service channels.
With digital communication technologies taking over from Telephone based contact centers, what will be the impact on the Indian Call Center Industry?
A research study in 2016 commission by Verint in association with Opinium Research, Interviewed 24,000 consumers in countries including 2000 consumers in India found that 79% of consumers wanted direct person contact to remain part of customer service, 74% didn’t like dealing with companies that didn’t provide a phone number on the website and 65% felt they receive better service when speaking to a person on the phone or in a store. The research also found that the human touch also improves lasting loyalty and can even impact whether or not consumers were likely to leave a positive review on online channels.
What would be your advice to CIOs and CTOs in the Indian contact center/ BPO/ ITES industry?
Every organization thrives on increasing customer satisfaction. India’s leading global BPO leveraged speech analytics to build a predictive model that could accurately predict whether a customer was a promoter or detractor simply through a voice call with an agent. Through the new workflow the BPO reached out to the lowest rung of detractors and convinced most of them to become promoters. The Actionable Intelligence helped improve-
- Customer satisfaction
- Revenue channels and
- Sales conversions
- Operating costs
- Average call handling time
The human interface will always be integral to delivering world class customer service. The Verint research on “customer centricity- the rules of engagement” also emphasized on the close relationship between providing a good customer experience and the customers displaying positive behaviors towards a brand. Interacting with a brand or service provider can be complicated, as it requires empathy, emotional intelligence and ability to process information with a broad set of parameters.
