Taking Customer Feedback from the Call Center to Marketing

Updated: April 30, 2009

As contact centers become critical connections between customers and businesses, their functions have expanded beyond customer service . Not only must contact-center agents meet customer demands and increase first-call resolution in the event of problems, but businesses must have processes in place to collect customer feedback and use that information to benefit marketing efforts.

Starting Off Right

If a contact center isn't performing at an optimum level in terms of customer service, companies aren't going to get useful data to analyze and turn over to marketing . Instead, organizations will waste time trying to rebuild burned bridges with customers.

The only way to avoid this is through agent training and continuous improvement processes. Call-monitoring programs allow companies to hold agents accountable to ensure they are polite and have the necessary knowledge of a company's products and services.

If agents are having problems, they may not have the proper skill sets to be working in contact centers. But these problems may also reveal flaws in an organization's call-center processes and training techniques.

Putting Data to Use

The next step is collecting data and putting it to use by making sure contact-center process are customer-centric, not agent-centric. CRM tools are capable of capturing, storing and analyzing every bit of customer information a company is collecting, but a business still might not be getting the right data and using it effectively.

According to a 2005 study by CRM provider Respond, 95 percent of firms save customer data but a mere 10 percent use it to make changes. If you're not going to use it, why bother collecting it in the first place?

Customer feedback comes from many sources. It can come from the contact center over the phone and through emails . It can be captured when a customer calls to complain, or through a fixed interval survey after a successful sale. Businesses need to know whether they are accurately and cost-effectively collecting feedback, but they also need to know that data is being put to good use.

Recent Verint Systems Inc. research into Australian call centers found that surveys conducted almost immediately after transactions generate a higher percentage of responses from customers, but that most centers still don't have an automated customer-feedback system. This automation vacuum means feedback is stuck in the queue until it is virtually obsolete, so that customer information is collected but not studied or used for anywhere from a month to a year.

Only an efficient and knowledgeable call-center staff backed up by automated processes for collecting and analyzing data will result in information that marketing can use to help an organization reach its target audience better.

Featured Research
  • The New 2016 SMB CRM Comparison Guide

    Selecting a CRM system is not easy. That's why our CRM expert has compiled this new SMB CRM comparison guide to provide you with the information you need on the top 40 CRM software solutions available on the market. more

  • How to Get the Most out of CRM

    Studies suggest that 63% of CRM projects fail. But your business doesn’t have to be among the failures. You can see ROI on your investment in CRM by implementing an effective plan. more

  • CRM on a Budget in 2017

    With some businesses spending hundreds of thousands of dollars on CRM, it’s easy to fall into the trap of thinking that you need a hefty budget in order to purchase a quality CRM solution. Not so. more

  • 2017 CRM Buyer's Guide

    Customer Relationship (CRM) software has become one of the most important business tools in today’s world. By allowing you to better connect with new and existing customers, CRM is an indispensable tool for sales teams and customer service teams alike. But with so many choices available, it can be difficult to decide on a solution. more

  • The New 2016 CRM Comparison Guide

    Our new 2016 Q4 CRM Comparison Guide includes all the information you need to make the best purchase for your business. With relevant information on over 40 CRM vendors, you can learn what solution offers the features and pricing you need. more