Brian LaRoche Talks Customer Engagement Analytics


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During my interview with Brian LaRoche from CallMiner he didn’t even mention ‘Customer Engagement Analytics’. Like a true former call center manager like me, he tried to speak to you in real-world scenarios and situations. And he was great at it.

I loved talking with Brian. Both on and off camera. He is a very engaging person and gave me a perception of the CallMiner brand that I had never experienced. Kudos Brian! I’m a fan.

There’s something that’s really special about having former call center managers being able to understand you and help you find the right solutions. If you are like me, you love to have that connection and common bond.

Brian was my first expo hall interview at Call Center Week Winter. I met up with Brian after I interviewed Debbi Fields of Mrs. Fields Cookies, who was the opening keynote for the event.

I loved her message. She was not what I expected. I actually broadcast her interview on Facebook Live and you can watch a recording of it here.

Watch Brian LaRoche of CallMiner talk contact center Customer Engagement Analytics at Call Center Week Winter with Jim Rembach Click to Tweet

What CallMiner Does

CallMiner helps businesses and organizations improve contact center performance and gather key business intelligence by automating their ability to listen to every customer interaction. CallMiner’s market leading cloud-based voice of the customer analytics platform automatically analyzes contacts across all communication channels: calls, chats, emails, SMS, surveys and social. Source:

You must ‘see’ to navigate the customer journey

In today’s multi-channel digital landscape, the question isn’t just, “Which channels are my customers using?” but, “How many different channels are customer using and how do they move around?”

You must be able to see where they were, where they went and how they got there. You must go beyond knowing what they did and for how long. Having visibility into what, where and how helps you to build deeper relationships with them and understand the why.

In an article titled Mapping the Multi-Channel Customer Journey by Kevin Novak he shares that a customer can research your products online, compare them to others, talk to their friends and family, go into a physical store, talk to your staff, decide to purchase that product then go home and contact customer service.

All of those new ways to interact can be described as multi-channel where a “channel” can represents the telephone call center, the online support center, the website, the mobile site or app, the physical store.

Previously, each of those channels were possibly used by silos of customers and managed by a silo within the company or organization. Today one customer uses all of those different channels to interact with your business or organization.

Customers presume a bad experience

He also shares that a recent Harris Interactive study shows that 63 percent of consumers who encounter a bad mobile experience from an organization also believe that organization will not meet their expectations across all channels beyond mobile such as Web and bricks and mortar.

Having data visibility into your customers’ interaction behavior can enable you to improve the experience with every channel so customers do not lose hope of their expectations not being met.

Novak states that acting or reacting to the single channel performance, without consideration of all of the channels, is only giving you a small amount of information on your customers or members interactions with you.

Without data on the all the channels in the customer journey you’ll fall into the trap of believing you know what the customer wants or sees.

Don’t be blinded

Today’s markets and environments are moving very rapidly. The proliferation of digital and technology has enabled a high risk for many organizations. The risk of not being able to see and measure how customers behave and interact with your various channels. If you’re blind, you may not have the time to recover before your competitors win out.

But does CallMiner have what you need? That is where you need to see.

Republished with author's permission from original post.

Jim Rembach
Jim Rembach is recognized as a Top 50 Thought Leader and CX Influencer. He's a certified Emotional Intelligence practitioner and host of the Fast Leader Show podcast and president of Call Center Coach, the world's only virtual blended learning academy for contact center supervisors and emerging supervisors. He’s a founding member of the Customer Experience Professionals Association’s CX Expert Panel, Advisory Board Member for Customer Value Creation International (CVCI), and Advisory Board Member for CX University.


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