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BizReport : Research archives : November 25, 2013

Study: Call centers face data collection, call overload issues

Recent studies have noted that more and more shoppers want to contact their brands of choice via social media. But they're also still calling, and for businesses who use call centers to help with the overflow, that may be a bad thing. According to new data out from WhitePages about one-quarter of call centers are feeling data overload - so much that they can't collect data correctly.

by Kristina Knight

Properly collected and aggregated data about customers is crucial to businesses because customers want a personalized experience when they shop in store, buy online or complete surveys or ask questions online.

According to the Using Big Data in the Contact Center Research Study, commissioned by White Pages Pro about half of contact centers are collecting and using 'the average satisfaction' of customers but 15% are collecting but not implementing the data and one-third are not collecting the data to the satisfaction of the customer.

"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."

Other interesting findings include:

• 51% of call centers are not asking the customer how they prefer to be contacted
• 72% of businesses use contact center data to improve customer experience
• 60% use the data to ensure a consistent customer experience
• 60% of call centers 'cannot provide' customer data proactively to agents

As for the shortfall of collecting but not implementing data - or simply not collecting it - call center workers say there are 'efficiency challenges' in data collection (48%); new technology is cited as one of the difficulties (25%).

Tags: Big Data, call center data, data collection trends, The White Pages

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