CXM 101: Do You Know Why Your Customers Are Contacting You?

Knowing why your customers are contacting you can always help you improve your customer experience (CX). But gathering this information can be nearly impossible. This is especially true when you are dealing with thousands upon thousands of customer support requests daily. 

There are a few ways companies have tried to address this problem to date:

  1. Customer Support Agent Dispositions: These dispositions are essentially surveys that agents leave at the end of customer discussions, which categorize the customer inquiry. The issue is the survey is limited to a few potential call reasons and is prone to human bias. 
  2. Keyword Detection: Tools exist to detect the keywords that the agents and customers use when talking with one another. Keyword tools are very limiting, though, since a person might call a "return" something else, like an "exchange". 
  3. Manual QA - QAing is a time-consuming process. Because of this, only about 2%-5% of conversations are reviewed, leaving a significant % of conversations uncategorized. 

So why does knowing "why your customer contacts you" a critical thing to understand? If you don't understand this essential kernel of information, you won't be able to assist your customers adequately. This, in turn, leads to more unsatisfied customers. And as many experts have declared, "CX is the new brand."

Knowing Your Customer Needs = Higher Customer Satisfaction = More Profits.  

Interactive analytics (IA) helps you collect valuable data on every element of customer engagement to support the efforts of improved CX and help businesses meet their bottom line. Over the last year, IA has started to accelerate because more companies understand how important it is to have realtime data on their CX, which can be analyzed. 

What Is IA And How Does It Work? 

Interactive analytics is a segment of software that features speech + text analytics. By measuring both of these categories of analytics, businesses have an opportunity to analyze every conversation they are having with their customers. For example, no matter if your customers inquire about a price check or have a jeer about less than perfect service, you'll have an understanding of current customer needs and trends occurring in your organization. 

Imagine noticing a spike of call volume around one of your particular products. IA allows you to see these trends, discover why these trends are occurring, and get ahead of your customer needs so you can either fix it. In this particular case, you may find that you simply need to train your support agents on a new product issue. Or, the best solution may be to tell the product team about this issue so they can fix it within the product and eliminate the customer issues. 

What Are Customers Saying? Find Out With IA! 

Take Action On Analyzed Data 

Realtime analytics is a two-part process that includes: triggers and workflow. The trigger is your customers calling in, and the workflow is your customer service representatives or your call center. Develop a conversational pattern be analyzing all of your customer support conversations. And then take action with improved support workflows. It's as simple as that. 

You can also load in historical customer conversational data as a preventative resource to improve the customer experience, but also to construct a positive customer journey. In other words, IA solutions can improve your organizations from day 1 since they can analyze past customer service issues. 

3 Things Your Customers Are Saying, and you can detect with Interactive Analytics 

1. Customer Lifetime Value Analytics 

Interactive analytics lets you focus on the relationship of the customer to your business. Using data, focus on the lifetime value of your customers. Gain an understanding of how long a customer is expected to be a customer and what their lifetime value is. 

2. Customer Issue Analytics

Understand if issues in your contact center are related to a specific product, an internal policy, or agent behavior. By narrowing issues down into these broad categories, you're able to know how best to solve the problem and ultimately drastically reduce your call volume. 

3. Customer Engagement Analytics 

Interaction analytics is an opportunity to gain insight on customer engagement. This is a chance for your business to know what your customers are saying and how your customer service team are engaging with them. Find out what your customers are saying on- and offline with the option of using it to your business advantage. Customer engagement is a powerful way for your business to network with your brand followers. You can also engage your customers through various interactions and use the data to accelerate your products, goods, or services. Discover what part of your business customers value the most by using interaction analytics to understand your customer engagement. 

Why Is Interactive Analytics Important To The Customer Service Industry 

Personalization With Your Customers 

Listening to your customers has always been important, but creating an emotional connection and retaining your customers is important. According to Gallup, "businesses fail to outperform their competitors by 85% because they don't acknowledge the connection between the customers and the contact center. Your agents should be aligned with your core values to give your customers a personalized experience. 

Contact Center Performance

Interactive analytics allows you to combine your performance scores across all channels, but especially your contact center. Your business can make informed decisions based on the voice of the customer (VOC). Through predicting NPS, customer satisfaction, and customer effort scores, agents can take an approach to best serve each customer in realtime. Track your contact center performance before any irreversible damage is done, and you possibly lose a customer. Your contact center performance truly matters, and interactive analytics can help you analyze your performance, improve your CX, and meet your bottom line. 


Your customers aren't settling for mediocre, why should you? More than likely, your business is already using the VOC and surveys when it comes to trying to connect the dots on customer feedback. With avoidable customer churn costing U.S. businesses an average of $136 billion per year, there is no room for mistakes. Interactive analytics allows you to generate more sales opportunities as they arise. 

Knowing your customer better makes your business better

Your conversational pattern shows the interaction between you and your customers. With IA, you can successfully track this data to exceed customer expectations, meet your business goals, and realize your ROI. It's essential to ensure you're on-trend with the technology resources that can help your business stay competitive during the digital transformation. 

Augment CXM's platform contains an IA solution which can also help customers analyze all of their conversations in realtime, so they can see why customers are contacting them. You're invited to set up a demo with Augment CXM to see how interactive analytics can provide actionable insight for your business. 

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