One-Quarter of Call Centers Report Data Overload
New Study Released by WhitePages PRO and ICMI Reveals Inefficiencies
With Collection and Use of Customer Data; Agent Productivity and
Customer Service Inhibited
SEATTLE, WA -- (Marketwired) -- 11/25/13 -- More than 25 percent of
contact centers are experiencing data overload, according to a recent
study commissioned by WhitePages, the leading provider of contact
information for people and businesses in the U.S., and conducted by
the International Customer Management Institute (ICMI). The A Wow
Customer Journey: Actionable Data in Today's Multichannel Contact
Center revealed that a significant percentage of contact center
executives claim that too much data is being collected from disparate
sources within corporate call centers, and that the data is also
inefficiently consolidated once collected. The study reveals overall
inefficiencies with today's contact center data, finding that more
than 60 percent of contact centers are unable to deliver customer
service information to agents, and more than one-third of agents
leave customer satisfaction data off the table altogether.
A Wow Customer Journey: Actionable Data in Today's Multichannel
Contact Center provides contact center professionals with insights to
improve customer service experiences and engagement to use and manage
big data efficiently. The study was conducted August 2-13, 2013 among
542 contact center professionals.
"Contact centers are in the middle of a data overload tempest, and
with no relief in sight," said Sarah Stealey Reed, Content Director
of ICMI. "The study shows that without the right tools and guidance,
agents are neither able to handle the volume of data that is in front
of them, nor able to extract the vital pieces of information that
they need to drive successful outcomes. In reality, this abundance of
data can empower contact centers to help their customers and,
ultimately, boost the businesses' bottom line -- but companies are
failing their agents in leaving them empty handed."
Findings from the A Wow Customer Journey: Actionable Data in Today's
Multichannel Contact Center include:
Using facts to flourish
The majority of contact centers do report
leveraging data to help maximize their customer experience and
internal processes. According to the report, data is primarily used
for managing overall agent performance (67 percent) and for
identifying customer satisfaction survey improvement (48 percent). In
a list of the ways companies use data generated by the contact
center, the top three were to:
-- Improve customer experience results (72 percent)
-- Improve contact center operational efficiency (68 percent)
-- Improve customer experience consistency (60 percent)
Access but not success
Contact center agents have their hands on data
but aren't using all of it to their advantage.
-- While nearly one-half of contact centers (48 percent) collect and use
the average satisfaction of a contact, 15 percent only collect the
information but then don't actually implement or use any of the
collected information. More than one-third (36 percent) of agents
don't collect data around the satisfaction of a customer at all.
-- Surprisingly, given the various customer service channels available to
consumers today, more than one-half (51 percent) of call centers do
not ask for customers' channel preference. One-third (32 percent) of
contact centers report collecting preferred channel preference
information from customers.
The data frenemy
While big data has helped some agents at contact
centers, others have a different story to report.
-- More than 60 percent of contact centers cannot provide customer
information proactively to an agent
-- More than 40 percent of customer contact information is still manually
inputted by an agent, rather than being fed through an automated API
or web-based system
Falling down on the basics
Every contact center agent understands the
value of the customer's time and faces challenges when it comes to
taking too much time to gather basic information.
-- Nearly one-half (49 percent) of agents report overall productivity and
efficiency challenges when they have to ask customers for basic
-- One-fourth (25 percent) of agents need to consistently learn new
technology or processes to handle their contacts (stated above).
"While it's clear that some contact centers are struggling to utilize
customer data, there are areas in which access to customer data in
real-time can provide increased efficiencies," said John Neely,
Director of Accounts, WhitePages. "With nearly two-thirds of all
respondents reporting that data can be used to improve the customer
experience, call centers need to refine their use of data to further
increase the efficiency of their operations."
To learn more about A Wow Customer Journey: Actionable Data in
Today's Multichannel Contact Center, go to
About WhitePages PRO
WhitePages PRO (http://pro.whitepages.com)
gives businesses access to WhitePages' contact data, providing a 360
degree view of customers. This intelligence helps to validate online
purchasers to identify both fraudulent and legitimate transactions,
drive greater efficiency from call centers, and enrich contact
records to strengthen customer interactions. Early customers include
Vizio, Oakley and Ann Inc.
WhitePages is the leading provider of contact
information for people and businesses in the U.S. With over 50
million unique monthly users and powering over 2 billion searches per
year across sites that include WhitePages.com and 411.com, WhitePages
offers consumers one-click access to more than 200 million adults and
also provides them with the ability to edit and control their own
listings. The company's suite of mobile products includes a top-50
mobile website and popular Android and iPhone apps with over 15
million active monthly users.
Dotted Line Communications for WhitePages
Press spacebar to pause and continue. Press esc to stop.