When The Rank Group, one of the UK's leading gaming and entertainment businesses, made the decision to elevate its customer experience to an industry-leading level, it had to switch its customer service function from an outsource model to an in-house model.
“Historically, the business were entirely focused on cost when serving a customer,” recalls Customer Experience & Innovations Manager Mark Donnelly. In the new model, customer experience would become the primary focus.
To support this change in strategy, The Rank Group opened a contact centre in Sheffield, UK for its customer solutions group and chose Vonage Contact Center (VCC) as their telephony partner. According to Donnelly, Vonage was the right choice “because it was a cloud-based product that was quite agile and allowed us to easily adapt as the new contact centre in Sheffield.”
VCC’s native integration with Salesforce also enabled The Rank Group to leverage the investment it had already made in the Salesforce CRM platform.
Improving agent behaviour and customer satisfaction with Conversation Analyzer
Recorded calls were a standard practice for The Rank Group even in its old model, but with Conversation Analyzer, the Vonage speech analytics tool, they were able to generate call data and derive actionable insights like never before. “We can access call recordings directly from a call activity within Salesforce that sits within a case or within a customer record,” Donnelly explained.
“Conversation Analyzer allows us to take that to the next level, and what's really exciting for me is that what Conversation Analyzer is doing is it's taking that call recording and it's turning it into structured data. So once I've got that structured data, what I can do with it is pretty much endless,” said Donnelly.
The data from Conversation Analyzer allows The Rank Group to understand the real-time behaviour of its agents on a deeper level. Are they putting customers on hold unnecessarily? Do they allow long silences to pass? Are they having the right discussion about the right topic for the given customer? These are the types of valuable insights that Conversation Analyzer unearthed.