GoResponse Telephone Answering Service Staff

Service personalisation expected within five years

Computer key showing the word CUSTOMER SERVICEA new report from Dimension Data suggests that call centres are set to see service personalisation and the use of analytics surge over the coming five years. The “2016 Dimension Data Contact Centre Benchmarking Report” found that many companies already offer their consumers a customised experience. In addition, data analysis is expected to help firms identify how to grow relationships with their clients.

The new report was collated with information gathered from 1,320 companies across 81 countries. Twenty-three per cent of respondents said they used customer information and analytics to help provide personalised services. The report also revealed that deeper analytics are likely to empower telephone answering services, allowing firms to pre-empt their consumers’ demands and needs and use automation to add proactive customisation of customer services.

Dimension Data’s Group Principal Director of Customer Experience and Collaboration, Rob Allman, said: “In the last 12 months, we saw some elements associated to tailoring of mass services, such as customer profiling and channel prioritisation, treble due to improved analytics.”

Dimension Data’s report suggests that the correct application of analytical findings can help call centres revolutionise customer experience. This can differentiate services from competitors to build brand loyalty and improve the consumer experience.

Merchants Consulting Director Sandra Galer said: “Most organisations already know everything about their customers, such as their buying habits, demographics and age. By applying that information appropriately, they could be using the analytics to target the right people, with the right products, at the right time.”

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