Real-time Really Matters to Call Centers (Part 3)
This post was authored by guest blogger, Arnab Mishra. Arnab is VP of Products and Solutions at Transera.
In the first two parts of this series, I discussed the importance of real-time information in optimizing customer service and the traits common to companies that are implementing real-time strategies. In this final post of the series, I want to spend some time talking about the necessary elements and potential benefits of real-time systems in the contact center.
As discussed, organizational culture and investments in infrastructure focused on real-time data creation and dissemination are important. In addition, enterprises must also implement systems that help them execute a real-time business strategy in an intelligent, automated, and adaptable manner. In particular, contact centers must closely examine their routing technology. As most readers of this blog will likely agree, the heart of every contact center is the routing technology used to connect callers with answering resources. Consequently, any real-time strategy must ensure that this core component incorporates real-time data into its everyday functions.
Historically, traditional routing technologies have been built as closed, proprietary systems incapable of leveraging real-time data from external applications. This architectural limitation has been a fundamental inhibitor to contact centers moving to a real-time model. Real-time contact centers require an open routing engine with the ability to process and leverage real-time data to perform two critical functions: one, to assess customer needs and value and, two, to match that customer with the most relevant agent—as measured by real-time agent performance. Transera’s Scorecard Routing is an example of routing software that classifies callers in real time using public and private data sources. In addition, Scorecard Routing tracks agent performance in real time to ensure that customers are connected to agents that are delivering the most relevant performance for a given caller.
Enterprises that have moved to a real-time model for their interaction routing are experiencing very significant business benefits. Transera’s customers involved in sales activities have experienced a 7% - 10% increase in conversion rates and a corresponding increase in revenues. This top line improvement in revenues is delivered solely by implementing Scorecard Routing, with no changes to either the enterprise’s customer acquisition strategy or approach to agent staffing. In customer service environments, real-time data improves customer satisfaction and first-call resolution rates. By routing interactions to agents that are performing well on these metrics, enterprises are able to improve the overall performance of their contact centers.
As Leonardo da Vinci once said, “…Knowing is not enough; we must apply. Being willing is not enough; we must do.” With Scorecard Routing, Transera provides the tools necessary to apply information in real time when “doing” actually matters most—the moment when an enterprise’s most valuable asset, its customer, is connected with an agent.