Desktop Analytics Optimizes the Service Experience
By Donna Fluss
Executives agree that delivering an outstanding customer experience is critical to the success of their company. They appreciate the value of outstanding service, as well as the cost of a poor service experience that goes viral. What most organizations – public and private – struggle with is how to cost effectively build a service organization that consistently delivers great service. The front office, the customer service department and contact center or sales organization are very important, as they represent the company to its customers. But the back-office processing areas also have to do their jobs correctly and quickly to enable customer-facing employees to succeed. The challenge is to create an infrastructure that delivers the highest quality of service throughout the entire customer journey.
Desktop analytics (DA) is a game changer for front- and back-office servicing environments. The potential uses and benefits of DA are huge. A DA solution can provide a new, efficient, clean and flexible user interface on top of a company’s existing front- and back-office servicing system infrastructure, which itself is likely the product of many years and millions of dollars of investments. DA can be used to access, capture and automate processing activities, improve information gathering and perform analytics. In addition, it can advise each employee of the right actions to take, whether they are handling the research aspects of opening a new account or resolving an inquiry. As importantly, DA can reach into systems and applications, regardless of who owns them or when they were initially developed, and provide a true 360-degree view of the customer so that employees have a rich context for the transaction at their fingertips.
DA is a very exciting suite of applications that can cost effectively alter and improve an organization’s servicing infrastructure without changing the underlying code of their customer relationship management, sales, supply chain and back-office processing systems. And since it does not require changes in other systems, it can quickly gather the data it needs and can accomplish its tasks without running up against enterprise politics. There is nothing else like it in the servicing world, and it should be used to change and fix servicing and processing issues that have previously been avoided because they were considered too risky, time consuming and costly to address. It can also be used to upgrade employee and systems performance dramatically by providing data- driven assessment of where and how each employee and systems interface is meeting its goals. It’s not a question of whether DA can be useful for an organization, but rather the order in which to apply it to address various challenges.