Although it is important to increase the "talk time" with
customers and to reduce the "wait-time" for call centre staff, it is
also important to ensure that phone calls are made to the right customers at the
right time for the right reasons.
In many businesses, 10% of the customer base often account for 90% of the
company's profits. Surprisingly, however, many companies don't know who their
best customers are. They are therefore unable to implement customer
retention strategies or to expand business
relationship with these preferred customers.
The inability to identify a company's best (or worse) customers often
occurs when customer and transaction data is fragmented across multiple
disparate systems and when that data is not suitably structured for analysis.
To address this problem, many businesses elect to extract, transform and
load data from their operational systems and then integrate that data into a
"Data Warehouse"
designed specifically to support online analytics and predictive
analysis.
By mining this wealth of information, businesses can obtain the business intelligence
needed to identify their best and worse customers and thereby implement
suitable phone call campaigns.
