Data as detective: showing you things you otherwise wouldn’t see

Sales & Channel Incentives

Data is full of hidden clues. If you can find them, you can use them to solve difficult business challenges.

The Loyalty Lighthouse lowdown:

Data can reveal and illuminate aspects of business that previously might have been hidden or inaccessible. It provides clues that can be used to solve important business challenges, and help get the best out of channel partners.

Detectives solve mysteries. And business is full of mysteries.

For example: it’s one thing knowing who your best channel partners are, but what exactly are those partners doing the best? Can you replicate their performance in other partners – and if so, how? Are there signs that any of them may be falling out of love with you?

It’s true, of course, that you might get some of that information anecdotally, or even intuitively. You might even get it directly in conversation, like a detective would. But detectives also look for clues in other places – clues that are often more reliable and illuminating.

In business, one of the best sources of those clues is data.

Data doesn’t lie

One of the great things about data is that it’s a source of truth. It is objective and detached. It has no agenda, it isn’t swayed by emotion, it doesn’t judge.

And data analytics is a loyal tool, available and willing to put its smarts to use. It is very clever, able to dig through and distil mammoth amounts of information very quickly. It is diligent, doing so without fuss or resistance. It is obedient, answering what you ask of it.

Customer Loyalty

Using artificial intelligence to aid and improve quality assurance has radical benefits for everyone, at every step.

A contact centre game changer: QA + AI = “kwaai”

The Loyalty Lighthouse lowdown:

AI and data have the clear potential to radically change the way contact centre QA operates. Where continuous improvement is crucial but often incremental, AI can improve it in giant leaps.

In the context of customer loyalty programs, contact centres play a huge role in the customer experience. Tens of thousands of calls can come in each month from customers asking about anything from their points balances to resetting passwords to product availability.

Much like in sport, where the saying goes that you’re only as good as your last match, customers’ satisfaction is often only as good as their last experience. Literally every call matters, with the potential to make or break a customer’s relationship with a brand.

So the role of quality assurance, and its noble intent of continuous improvement, is crucial. The rise and rise of AI highlights opportunities for just how far that improvement can go.

The current state of play in contact centre QA

Here’s some of what makes up the role of quality assurers in a contact centre: they must listen into calls or recordings, transcribe some or all of those calls and, based on their training, look for and address issues they might find in those calls.

A contact centre game changer: QA + AI = “kwaai”

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