This classic teen angsty number from Simply Red was stuck in my head today (earworm?) and I was singing it as I was looking through my copy of the Market Study on the Contact Center of 2025 by CCW Digital. Weird, I know. But also relevant. Because, really, I want to say that to companies sometimes. If you don’t know me by now, you will never never never know me… oooooooooo.
From where I sit as a consumer, what I want from the brands I patronize has changed so much over the last five years. Sometimes my wants change from day to day or week to week even, based on what I have going on. Yet the contact center and unified communications technology most businesses have been using really haven't changed at all.
One thing that jumped out at me was the answer set to this question in the study: Which would you say are the biggest WEAKNESSES about how your contact center manages customer data? The answers provide real insight into perhaps why it’s so hard for them to treat me like they know me even though I drop cash at these places on the regular.
- More than 43% of respondents said they are not collecting enough customer insight. So, they’re not asking us what we think, they’re not using post-call surveys or voice of the customer (VoC) as early or often as some vendors would have you believe. Fine.
- The same number of respondents also said they are not using data to personalize the customer experience. Okaaaaay. Well, at least they’re honest. And maybe not entirely at fault based on the next stat.
- Nearly 47% of respondents said their customer data is scattered across too many systems. And there it is. They literally can’t even get to the data in any efficient way to even make use of it in real-time contact center interactions.
The report goes on to say, “Making matters worse, many lack the ability to learn from their data. A substantial number of organizations are blanketly struggling to analyze customer intelligence; many feel unable to assess key factors like customer sentiment and effort.”
I don’t know about you but this seems, well, not ok. And, frankly, taking until 2025 to resolve some of these rather pervasive and critical challenges seems entirely too long. I mean, how many consumers will be around to hear the end of that story?
The good news is, however, none of this has to be the case. When you have the right tools in place, a lot of the inefficiencies and bad customer experiences go away. Where’s your customer data? Are you using it to show your customers you know them (by now)? Let’s discuss.
PS - In case you’re wondering, Simply Red are alive and well and touring Europe, apparently. Who knew?