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Cross-Pollination: Sharing Real-Time Customer Insights Between the Contact Center and Marketing

Win business and improve loyalty through personalized customer interactions



Supported by thought leadership from Neustar and 1to1 Media, this white paper provides business leaders with best practices for successfully propagating customer data. Insights include:

  • Why contact centers should strive to identify in-bound customers the moment they call
  • How organizations can leverage new technologies to link callers to their CRM instantly
  • The key challenges preventing businesses from utilizing the full stream of customer data that is available along with recommendations for tackling these issues
  • Highlights from an exclusive survey conducted by Neustar and 1to1 Media on the opportunities and challenges for sharing customer insights between the contact center and marketing

Executive Overview

From the first moment of contact, customers share a tremendous amount of information through the interactions they have with the contact center. Not only are customers sharing demographic information, they also provide organizations with insights into their preferences and needs, practically spelling out what they want from the brand. Savvy organizations are tapping this data to create profiles that present a holistic view of each customer.

With customers increasingly expecting personalized experiences1, customer data provides contact centers with rich opportunities to identify customers early and tailor the experience to their exact needs, thus enhancing the interaction and improving business results. Cognizant of this, savvy contact centers are putting in place technology that enables them to leverage customer intelligence in real time with consumers.

Still, nearly half (48.6 percent) of the 72 executives who took part in an exclusive survey carried out by Neustar and 1to1 Media don't use computer telephony integration to match inbound phone numbers to their CRM data, preventing them from being able to identify customers who call into the contact center. And, even among those who do, less than one quarter (24 percent) of the respondents say their companies are able to match phone numbers for at least 76 percent of their callers. In addition, 25 percent of survey respondents say that calls that aren't automatically recognized are sent to an agent to identify.

These companies are missing a golden opportunity to provide prescriptive, customized, and consistent treatment to their customers, which can help strengthen business outcomes. They're also placing an unnecessary burden on agents to ask additional questions to identify callers. This not only places a drag on agent productivity, it's also annoying for customers and can result in a poor customer experience that can lead to lower satisfaction, decreased loyalty, and higher churn rates. Moreover, failure to identify callers and match their purchase history, interests, and other material information available in the CRM system can result in missed upsell/cross-sell opportunities.

Not surprisingly, business leaders recognize the business value of improving automated caller ID. Nearly two-fifths (38.3 percent) of Neustar/1to1 Media survey respondents say that a 16 percent-plus increase in caller identification rates would make a difference to their businesses.

Cross-benefits of gathering customer data

Customer data gathered from contact center interactions can also be used in a variety of other ways by marketing teams within the organization. Marketers, for instance, can glean information about prospects who reach out to the contact center to ask questions about a company and its products, and use these insights to customize outbound communications. In fact, more than half (60.6 percent) of the survey respondents who access contact center data for marketing reported using customer information to develop more personalized and relevant offers and messaging.

For instance, if a customer contacts a bank to inquire about mortgage rates, there’s a good chance they are in the market for a mortgage. This insight should trigger marketing teams to connect with that customer to better understand their needs and determine the best product or service to offer them. Insights from the contact center interaction can be matched with other customer data, including transaction history, to enable marketers to upsell and cross-sell products that make the most sense for that individual customer. Unfortunately, however, many companies are missing these opportunities; less than half (46.8 percent) of respondents to the Neustar/1to1 Media survey reported that customer interaction data was obtained by the marketing organization.

Meanwhile, the contact center can benefit from utilizing customer information that is gathered by other parts of the organization, for example sales and marketing. Agents who are equipped with information about a customer’s transaction history and lifetime value, or recent sentiments a customer has shared about the company’s products or services, can use these insights to enhance the interaction.

Leading companies are going a step further and using customer identification as an integral part of their IVR, allowing them to route callers to the right agent the first time around. In fact, more than a quarter of respondents to the Neustar/1to1 Media survey say reducing misrouted calls to improve contact center productivity and enhance the customer experience is the most important reason for improving their inbound call management systems.

In order to make the most of the goldmine of customer information that is available to contact centers and marketing teams, companies need the right technologies that can enable them to identify inbound callers and then automatically match them with transactional and other enterprise data. Once companies have the technological building blocks in place, they are better able to quickly identify customers and route them to the right agent, deliver a highly personalized experience, and leverage insights for relevant marketing outreach.

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