As contact center leaders, we have a very good grasp of the work we do for customers (‘The What’) but what is far more challenging to unearth is ‘The Why’. The Why allows us to understand the true Root Cause drivers of our customers’ contacts, enabling us to enact preventative measures to address avoidable, high effort customer interactions and be far more proactive in our service delivery.
This is driven in part by the various systems used in contact centers today, which all tell a slightly different story of what is driving our operational performance and customer experience. Despite access to mountains of data, the challenge lies in analyzing and synthesizing all of these data sources to identify the real drivers of our customers’ contact and where we need to focus to target the highest impact initiatives.
In this video, Mark Whitney, AVP of Contact Centers at Apple Federal Credit Union tells his story of discovering the real reasons why his members are contacting and how this is being used to drive data-based continuous improvement in the contact center and across the broader organization. Since partnering with Operative Intelligence, which uses AI to analyze their member interactions and identify the Root Causes of Contact, Mark has been able to: