Well, look no further than your contact centre. The complaints and queries you receive on a daily basis are usually a major indication of the areas of your business that you need to focus on and aspects of your marketing communications or sales process that should be improved.
Perhaps there are ongoing issues with product or service quality. As well as dealing with those issues and closing them down for customers, are you looking at the root causes to make positive improvements and reduce future complaints? Perhaps you receive numerous calls from consumers not sure which model will best meet their needs – your marketing literature or website could be serving this information up, saving you money on call handling and increasing the likelihood of winning the sale. Yes, some customers will always want their hand held. But others will want and expect to self-serve the information they require. If you aren’t providing this, they are probably walking away.
You should be recording the purpose of every call you receive and analysing this for key insights and patterns on a regular basis. This information should not just be the preserve of the contact centre manager - this is vital business intelligence that should be shared across departments.
The direction you need is being whispered in your ear every minute of every day. Are you listening? If you’re not sure where to begin, Get in touch.