Contact Centre Surveys – What Data Should You Integrate?

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Integrating data is a no brainer for any Voice of the Customer (VoC) programme, but you need to understand what data should be integrated for each part of the customer journey. It is the deep context that the right integration gives that can deliver the conditions that are necessary to drive positive customer experience outcomes.

Contact Centre Infrastructure

The usual port of call for Voice of the Customer integrations is CRM data, but in the context of contact centre surveys, this is a lost opportunity. A contact centre infrastructure integration in place allows for a complete understanding of elements necessary to drive changes in customer experience. Before surveying a customer about their experience, you should already know:

    Why was the customer calling, emailing or chatting?
    What was their experience to date?
    Which agent or team were they dealing with?
    How long were they on hold for?
    When was their first contact?
    What service channel were they using?

When it comes to customer surveys, both quality and quantity matter, so there are several reasons why integrating data from your contact centre technology with your survey is essential for a successful understanding of customer interactions. Firstly, this is important from the customer’s perspective so making the survey easy for them is vital. Secondly, for ease of your analysis, you need your customer feedback and data to be as straightforward and digestible as possible.

Along the customer journey, you will have amassed an enormous amount of information about your customer. Their customer ID, their reason for calling, and how often they have called should be collected by your technology. Therefore, there should never be a reason to ask the customer to recall this information themselves, you have this information recorded so you service their needs more efficiently.

CRM / ERP /POS

Linking your CRM to your Contact Centre technology seems like a no brainer, but it is also advisable to bring this integration into your contact centre customer survey. Through your CRM you will have not only the customer’s contact information but also information about their demographics and information about their interactions with your business, all of which can aid your analysis later on.

If you use a POS system, the data collected here needs to be linked to your survey (this too could come via the CRM or ERP). Once you have all of this customer data, you need to have a system in place to analyze the data easy to interpret.

Not only will this show you the monetary value of your customer to your brand (which will be important when your managers reach out to them if they have a complaint in their feedback), but it can ensure accurate, error-free reporting of your data. In addition, it can also save time by eliminating the need to manually enter data, as the integration will automatically surface data in real-time in both systems.

Likewise, there is often a treasure trove of data embedded in your ERP solution. Note: it is important only to integrate high-quality data that you feel can help make better customer-centric decisions. If everything is concise and straightforward you can execute your analysis with ease through a robust VoC solution, and improve customer experience effectively to draw actionable insights from the range of integrated data sources.

You can find tips for crafting a successful contact centre IVR survey here.

Sarah-Nicole LeFlore
Sarah-Nicole "Nikki" is a Customer Success Manager at CX Index, a Dublin-based Voice of the Customer (VOC) Vendor. She contributes her insights on the many benefits of prioritising customer experience to the CX Index blog. She is currently based in London but has lived in New York, Dublin and Paris. She has a B.A. from Wesleyan University in Middletown, CT and an MSc from Trinity College Dublin.

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