Business intelligence has come to the contact centre environment with the introduction of Hyperion`s Customer Interaction Centre by local Hyperion distributor Global Technology Business Intelligence (GBI).
"Integrating business intelligence into the contact centre arena is the next logical step for contact centre operators," says Ian Robertson, Customer Interaction Centre (CIC) product manager at GBI.
A component of Hyperion`s eCRM product suite, CIC offers users a chance to leverage multiple touchpoints and draws together a comprehensive business analytics database, which exceeds the functionality found in the line reporting functions of most CRM applications.
"CIC analyses inbound customer contacts by pulling together disparate platforms and databases and using Hyperion`s multidimensional database, Essbase, to perform analytic queries and modelling. This can provide customer insights which were previously unavailable in business intelligence applications," he says.
Hyperion`s Customer Interaction Centre has made inroads in international markets and is being used by companies such as Prudential Medical Insurance and Goldman Sachs in the US, and South Korea`s telco.
"CIC offers improved objective management through substantiated analytics, drawing together CRM and non-CRM data into one forum," Robertson continues. "This can drive down operating costs through staff optimisation and identification of bottlenecks and it can determine the return on investment on a CRM implementation."
The ability to draw together disparate data sources also increases the up-selling and cross-selling potential of customer interaction centres, and CIC can manage all types of customer contacts, ranging from telephone calls, e-mail, faxes and SMS messages.
"Users will have the advantage of a 360-degree of view of what the business is about, and not just a line-by-line snapshot of interactions," Robertson concludes. "This allows a company to ensure that its operational issues in dealing with its customers are always aligned with the overall business objectives, a crucial aspect in gaining competitive-edge."
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