In the famous words of John Wanamaker, the father of the modern department store and advertising, “I know that half of my advertising dollars are wasted… I just don’t know which half.” In today’s competitive world, marketing’s ability to rise above the noise and motivate action is key and knowing what works and doesn’t is even more important. But for many of us, marketing spends money on campaigns to drive calls, emails, and web chats to the contact center, but based on the time of day, geography, or call volumes, the interactions could be handled by a variety of agent teams, some outsourced, that may use different scripts, ACDs, and CRMs. So linking the data in the marketing campaign system to business results is difficult at best. Even today, John Wanamaker’s words hold true.Engagements: The Key to Understanding the Customer Journey
Understands the data fields and formats coming from the various systems the call center uses—ACD, IVR, CRM, Marketing, Order Entry, Consumer Demographics—and applies heuristics to normalize the data across systems and vendors.
Identify key variables that impact your sales, customer retention, and customer satisfaction. Statistically pinpoint your high performing agent teams, successful marketing programs, and the customer demographics that make a difference.
Create new business metrics calculated using fields and measures from multiple systems and then slice and dice. Use your imagination: average revenue per call or agent teams, average customer satisfaction ratings by marketing program, product, or…