Contact Center Pipeline June 2025 | Page 42

Intent data also provides valuable insights for enhancing self-service options. By identifying common intents that could be addressed through improved self-service, such as chatbots or knowledge bases, managers can reduce call volumes and empower customers to find solutions on their own terms.

Training and empowering agents with intent data is another crucial step. When agents understand the likely reason for customers’ calls before they even pick up the phones, they can provide more targeted and effective service. This not only improves the CX but also increases agent satisfaction and efficiency.

But perhaps one of the most powerful applications of intent data is in personalizing interactions. For example, by using intent insights to tailor scripts, offers, and solutions to individual customer needs, organizations can create more relevant and satisfying customer experiences.

Finally, and arguably most crucially, intent data shouldn ' t be siloed within the customer service department. Sharing these insights with product development teams can drive improvements and innovations based on real customer needs and pain points.

The proactive nature of these insights means it’ s not just about identifying changing trends, but understanding where a process, action( a customer letter or digital communication for example), or a step in the journey is unclear. Which, in turn, forces the customer to pick up the phone.

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These insights from intent data allow organizations and CX teams to spot this and make changes upstream in the customer journey: limiting the need for the customer to call in also lowers the strain on the contact center.

These moves also represent a cost savings for the business, reducing both customer and agent effort: which is a win all round and a solution that you simply cannot get without running an intent analysis activity.

CALL INTENT

While respecting confidentiality, let ' s look at how some organizations have leveraged call intent analysis to transform their CX.

• A major airline implemented an Intent Capture & Analysis( IC & A) project, analyzing approximately 35,000 calls to understand customer intents.

The results were eye-opening: from more than 100-plus intents identified, the top 10 included seven that were completely unexpected and therefore not planned for by the airline.

This insight led to £ 2.2 million( approximately $ 2.9 million) in operational savings, a 22 % reduction in contact center workload, and improved handling of unforeseen volume spikes, such as during airport strikes.

• A fire safety and security solutions provider used IC & A to analyze customer calls, revealing that 17 % of calls- over 16,000 per year- were requests to test fire alarms.

This insight led to the development of an online portal for alarm testing, significantly reducing the burden on the contact center.

PREPARING FOR AUTOMATION

Understanding call intent is not just about improving current operations: it ' s about laying the groundwork for future innovations. As businesses look towards increased automation, accurate intent data becomes the fuel that powers these initiatives.

By knowing exactly why customers are calling, organizations can identify prime candidates for automation. They can then design chatbots and virtual assistants that truly meet customer needs, create more intuitive and effective self-service options, and develop predictive models to anticipate and proactively address customer needs.

In an era where CX can make or break a business, understanding call intent is no longer optional: it ' s imperative. By leveraging advanced analytics, AI, and a customer-centric approach, organizations can decode the true desires of their customers and deliver personalized, efficient, and satisfying experiences.

As we look to the future, those that master the art of intent analysis will be well-positioned to not only meet but exceed customer expectations, driving loyalty, operational excellence, and business success in an increasingly competitive landscape.

Remember, every customer interaction is an opportunity to listen, learn, and improve. By focusing on intent, you ' re not just solving problems: you ' re building relationships, one interaction at a time.

Joe spearheads Sabio Group’ s comms strategy, effectively conveying the company ' s solutions, expertise, and thought leadership in the contact center and customer experience space to a worldwide audience. Joe has been instrumental in positioning Sabio as a trusted advisor in the rapidly evolving CX landscape.