What Data Is Collected During the Omnichannel Experience


Your customers are no longer visiting your business only in person or on your website. In fact, most Americans will switch between at least two devices every day. Not to mention the different online channels that they can use to interact with your business.

Omnichannel digital agents are changing the way businesses manage their customer interactions. Rather than communicating only through traditional phone calls or website interactions, omnichannel agents manage contacts across a variety of outlets. Including anywhere your customers are interacting with your business.

Omnichannel agents can help you learn and benefit from the interactions your customers are already having. But before you decide to give them a try, you need to learn exactly what kind of information they aim to gather. Keep reading to learn more.

Why Customers Are Calling

The most important piece of data that is gathered with call center software is why the customer is calling. This information isn’t just important for that individual interaction; knowing why customers are reaching out can help your business improve customer service by fixing internal problems that are causing repeat-calls.

How the Problem Is Resolved

It’s not just the root of the problems that customers are experiencing that is important; the solution that they are looking for is also something that businesses need to know. Understanding the solutions that customers are looking for and the solutions that increase first-call resolution rates can help you boost customer satisfaction in the future.

Where Customers Are Interacting With Your Business

The omnichannel experience means that customers can still communicate with your business regardless of which channel they are interacting through. While many business owners only analyze interactions through their website by tracking visitor counts or sales, other channels include social media and mobile devices transactions, which now account for nearly 30 percent of all e-commerce purchases.

Knowing the channels that they are choosing is a great way to focus your marketing efforts, because it lets you know which channels aren’t successful in drawing in customers, as well as which ones your customers prefer.

What Types of Products Are Mentioned

The reason why customers are reaching out and the resolutions that they are looking for is information that traditional call centers track as well. But omnichannel agents go beyond these analytics. One important detail that is tracked is the products that customers are mentioning during their interactions. This can be a huge asset, as it helps businesses plan stock, design new products and more.

Customer Emotions and Reactions

Another high-tech piece of data that omnichannel systems collect is subtle details about the customers’ emotions and reactions. Knowing how your customers are reacting to the help they’re receiving or the problems that they’re experiencing can help you to better tailor the entire customer experience. Making the switch to automated communications can feel impersonal. The ability to collect this personal data can help you continue to connect with and respond to your customers.

How Call Center Software Uses This Data

The data collected through the omnichannel experience serves a variety of purposes. Used correctly, it can be used to increase first-call resolution rates, improve customer relations and help boost customer satisfaction. Because improved customer interactions mean fewer calls and faster resolutions, these systems can also help to lower costs for your business.

Implementing an Omnichannel Experience

Communicating with your customers across every channel that they interact with your business means a streamlined experience with no interruptions in service. And while your customers are getting the answers that they need, your business is also cultivating important data on these interactions. From the reasons customers are calling and how their problems are resolved, to products being mentioned and customer emotions being tracked, this data can be used to lower your costs and boost your customer satisfaction.