Business Intelligence Integrates Customer Support and Social Media
August 22, 2013
Search encompasses a myriad of different components used by businesses in day-to-day operations. An article we spotted on ICMI, “Best Practice: Use Business Intelligence to Optimize Customer Service,” delves into the world of Interactive Voice Response (IVR). Unfortunately, as the article describes, many companies see IVR as an operation that can run itself once turned on.
Michael Flores, CEO of Bretton Woods published a research paper commissioned by Contact Solutions on the role and importance of properly optimized IVR systems. We learned more about the research in the referenced article:
According to the research, IVR is the first touch-point most consumers have with a company. It either facilitates a positive self-service experience, or drives consumers to opt for a more costly live agent. Unfortunately, many companies overlook the improvement potential in their IVR systems, and generally tend to consider it a “set it and forget it” technology. However, optimized IVR provides excellent, cost-effective customer service. Optimized IVR is built to increase goal completion within the automated system, but not necessarily solely to automate more customer service interactions.
Ultimately, optimizing this technology to provide a greater ROI will also benefit brand management by placing customers first. There is a company that we have been watching as they take semantic technologies into new arenas, Expert System. Their solutions poise companies who place emphasis on excellent customer service in the right direction for brand security through holistic social media monitoring and business intelligence that is semantically charged.
Megan Feil, August 22, 2013