When self-service channels like web or IVR fail to meet customers' expectations they pick up the phone and call. Anyone who has worked in a call center knows that a lot of calls start out with something like, "I was just on your website...".
The goal of self-service is to reduce call volume (and cost), but a large number of calls coming into your average center happen because customers try to use self-service first, but can't do what they wanted. According to research by the Harvard Business Review, 57% of callers went to the web before they called. That's a lot of calls, and a lot of money that shouldn't have been spent. On top of that, these were customers that wanted to self-serve but failed. Not the best way to improve customer satisfaction there either.
We know intuitively that self-service failures are driving calls, but without specifics good luck getting the web or IVR groups to dig deeper into the problem. What if you were able to show them exactly what types of transaction attempts lead to the most calls? And not just the types, but how many there were and what dollar amount that cost the company?
Correlating customer web and IVR visits with calls can provide those details. Enkata's advanced contact reasoning technology gives the highly accurate and detailed reasons necessary to do that effectively. It's the reason our Cross Channel Analytics solution works so well. For example, one of our customers found that a large number of calls were just caused by confusing terminology on their website. Something so simple, yet so difficult to figure out without deep insights into the reasons behind web and call intersections.