Don’t let caller verification undermine your customer experience

Posted on: August 11th, 2016 by Art Barger

Putting too many resources and attention into one area of your contact center operations can come at a price. For example, deploying authentication solutions that focus too heavily on identifying callers without considering the impact the process may have on your customer experience can leave callers more than a little indifferent. It can lead to revenue losses.

The recent article, “Customer insight at center of the customer experience,” explores the challenges of balancing customer data management and customer service. According to Mike Rowland, a customer experience practice analyst at West Monroe Partners in Chicago, it can be difficult to effectively manage customer data while simultaneously improving the overall customer experience.

“Companies start down the path, but many aren’t able to deliver. It’s very, very hard, because you start focusing on identity management of the customer [in these various channels], and customer experience gets lost in that.”

With banks integrating multiple tools to identify customers and manage incoming data, other areas like customer service tend to fall behind. This can undermine the overall customer experience. As a result, focusing on better customer insight can turn frustrated customers into lost ones.

While there are many ways to identify callers over the telephone channel, contact centers use authentication solutions to verify thousands of inbound calls each day. To ensure a better customer experience, they have very little time to get the necessary credentials to identify callers without sacrificing how they serve them. Using manual knowledge-based authentication (KBA) processes that interrogate callers adds more to their payroll and can unintentionally impact the trust and goodwill of your customers. This is where automated telephone authentication solutions can help.

By using real-time telephone network forensics to identify customers in real time, the TRUSTID® Physical Caller Authentication proactively collects and analyzes caller data in seconds while the phone is still ringing. Before an agent picks up, call centers can act on this information to either block known spoofed calls or automatically route verified calls to an appropriate operator faster than devoting 30 seconds to a minute or more to quiz every caller. And along with resolving customer issues faster and lowering call handling times, it doesn’t disrupt the customer experience.

Today, your customer loyalty is too steep of a price to pay for implementing conventional KBA identification solutions. Because contact center operations cannot afford to effectively operate at the customer’s expense, deploying authentication tools like TRUSTID that help bank’s balance caller identification and customer service can be a win-win for banks and their customers.