Why the Contact Center Is Key to Mapping Your Customer’s Journey

    If you’re looking to improve the customer experience within your business, start by mapping the customer journey. Creating such a map will help you to quickly identify all the interactions – or touch points – your customers experience, along with issues that could ultimately impact loyalty.

    Since a good number of these interactions often take place within the contact center, it’s imperative to get this team involved in developing your interaction map. Contact center managers and agents have unique insights into your customers’ needs and challenges, and they know what makes customers happy. Their observations are central to defining a stellar experience.

    But beyond personal insights, the contact center also collects a wide range of information – both quantitative and qualitative – at each touch point. This granular data shows which interactions cause the most friction and, more importantly, how to fix them.

    Using real-time and historical reports, managers can identify the times when customers are most likely to call, how many minutes they spend on the phone with a representative, and how often and at what point they abandon the call. This data illuminates the barriers and obstacles customers face in getting issues resolved.

    For instance, consider transfer rates. Ideally, your calls or processes will direct customers to the best-suited agents right away, meaning customers will get fast, effective answers without being transferred at all. If transfer rates are high, it’s time to re-evaluate your IVR menus and call routing practices.

    Other contact center tools can also help you to assess if you’re effectively addressing customer concerns. Transcripts of calls and web chats can provide anecdotal evidence of what works – and what doesn’t. In addition, data pulled from an after-call survey can help managers assess overall customer opinion and identify breakdowns in the existing experience.

    Customers regularly tell agents -- via phone calls, chat and email -- what they think about your company’s products, sales process, service, marketing, website, advertising and more. That qualitative feedback, combined with technology tools that can help you to gather and analyze customer data, makes the contact center is a veritable gold mine of information.

    Mapping the customer journey is just the first step to developing an integrated, cross-functional plan for improving end-to-end customer service. But starting your journey with the contact center will ensure that you get off on the right foot.

    Learn more about ShoreTel’s contact center solutions here.