Call Center Deflection
IMPORTANT: numbers shown in this guide, including screenshots, may differ from your reports due to different underlying datasets.
Goals
Calls to the call center are one of the most expensive channels that customers interactions can occur on. By having call center data available to analyse within Customer Journey Analytics marketers and analysts can start to understand what customers are doing before a call and look for opportunities to optimise those earlier touch points and drive customers towards self service.
Call Reason Investigation
<Scenario: An operations manager has noticed an upward trend in calls compared to digital sessions over the last few weeks. Each inbound call events contain a topic and a reason recorded by the agent to help us understand what the call was about and whether the customer was satisfied or not. You are tasked to find explanations for the current trend.
Task: Trend call topics and reasons to understand what is causing the current spike.
- Create a new panel with a Freeform Table and title it Call Reason Analysis. Ensure your date range is the Last 60 Days.
- Drag the Call Topic dimension & drop it into the panel, then add in the Calls metric:
Highlight the top 5 topics
- Drag an Area Visualisation above the freeform
- Click to view the Natural Language Insights. We can see there's been a recent spike in calls relating to fraud.
- Change your selection in the freeform to highlight only fraud, it's not the most common call but there has definitely been a recent spike.
- To analyse this further breakdown the Call Topic with Call Reasons. This will provide extra detail about the nature of the call.
We can see clearly that the new BuyNow Pay Later product which was launched 6 months ago has influenced this spike in calls to the call center. Customers are not recognising the unfamiliar transaction appearing on their statement.
Marketers can now take action by adding reminder notifications in the lead up to this first payment to hopefully reduce the number of calls.
Congratulations, this completes the exercise on Attribution IQ!