We’ve all had the frustrating experience of trying to extract information we need from a random agent who is not attuned to the specific issue with which we need assistance. We explain and try to provide context, but the conversation goes around and around in circles as we grow increasingly exasperated and the agent reaches new levels of confusion. In worst-case scenarios where there is a clash of personalities, the agent becomes defensive and the caller outright angry, often resulting in customer churn.
Call routing is a technology that has been around for as long as there have been call centers: the automatic call distributor (ACD) has been in place for more than 45 years since the Rockwell Galaxy appeared on the scene in 1973. But throughout that time, it has mostly been an application that supported faster pickup as opposed to more empathetic and effective customer service. It wasn’t until the early 90s that algorithms were developed that enabled skills-based routing. This called for the organization of groups of agents with specific skills that related to the needs of incoming callers based on their responses to a series of questions asked by a menu-driven IVR type of application. Calls could theoretically be routed to people speaking the caller’s language with the right product knowledge.
While better than simply routing a call to the next available agent, skills-based routing still left a lot to be desired. It lacked the capability to take advantage of quantum advances in big data, analytics, and personalization strategies. But over the past five years, an emerging technology has been changing the equation. Predictive Behavioral Routing (PBR), first introduced by Mattersight in 2014, takes the customer interaction process from a chance encounter to a personalized connection. The company’s foundation in analytics along with its proprietary behavioral model allowed for the application of data to enhance calls right from the moment they were connected. Mattersight was acquired by NICE Nexidia in August of 2018 and the combination of NICE Nexidia’s advanced Interaction Analytics provide organizations a more comprehensive understanding of the customer journey along with a clearer view of the customer persona.
AI-powered smart routing communicates with the ACD to intelligently pair customers with agents best equipped to handle their personality style, resulting in more productive and positive call outcomes. Now being used by Fortune 500 customers in areas such as financial services, retail, healthcare, communications, and Telecom, Predictive Behavioral Routing is proven to provide improved business outcomes.
According to Paul Stockford, Research Director, NACC and Chief Analyst, Saddletree Research “Predictive Behavioral Routing is paving the way for a new era in customer care – combining the best of data analytics, artificial intelligence, and the customer experience.”
Although many contact centers executives and managers may have heard of PBR, they might not be aware of all the powerful benefits it can bring to their operation. See first-hand how elevating the ACD from a simple call delivery tool into a strategic method for taking the customer experience to unprecedented new levels in a complimentary “Predictive Behavioral Routing Demonstration – How Does it Work? What Can it Do?” on CrmXchange on November 19 at 1:00 PM ET.
Michele Carlson, Senior Product Marketing Manager, NICE Nexidia, will share the expertise she developed in over a decade at Mattersight in analytics technologies that provide businesses the opportunity to understand data and customer interactions. Among the topics covered will be:
- Insight into how PBR captures a customer’s personality style and behavioral data, and the ways the data is used to identify the best agent to address their concern
- How a call is routed to the optimal agent for the customer
- In what ways KPIs improve with personalized connections
- Results and best practices from enterprises that have elevated connections with Predictive Behavioral Routing
Register now for this exciting demonstration of a truly game-changing technology. If you cannot attend the live presentation, you can download it 24 hours after it is completed.