Contact Centers are organizations made up of people who work closely with technological tools to manage all interactions between the customer and the company. This information must be used to manage their contacts, understand needs, and anticipate market requirements and trends.
This is now possible, thanks to the possibility of integrating data from different sources. The amount of data that can be extracted from calls and other interactions is enormous and combining it with customer ID allows you to reconstruct their complete experience.
The challenge is to manage this innumerable unstructured data and integrate it with the internal company databases, thus building information systems that can break down the barriers between the different business units.
Another critical issue is finding the right metrics for your business, not getting overwhelmed by Big Data.
Big Data must be leveraged to define goals and strategies and use it as a tool to make efficient decision-making, reduce operational risks and learn about the market and customers. Leveraging the data that is already accessible will ensure a better management of the interaction with its stakeholders, generating a competitive advantage in the market and being able to move proactively to offer a unique experience.
Ethics in the use of advanced technologies in contact centers
All software and technology used by contact centers that collect data must ensure and comply with compliance on handling sensitive data, protecting customers and employees.
When using solutions that monitor agent activity and productivity, it is critical that all Users are aware of the data being collected.
To do this, it is critical that when a new technology is adopted or a Digital Transformation process is initiated in a contact center, there is a change management process in place to inform those involved and review processes from a digital perspective.
Furthermore, these types of solutions should be used for production order and quality control purposes only.
It must not be a weapon in the hands of management that limits the freedom and privacy of agents, but a true tool to support the employee experience.
It must be a tool that allows for targeted training, that uses objective and transparent evaluation methods, and that ensures people’s self-empowerment.
Can calls be recorded?
There are a few things to consider when recording calls:
– Current compliance
– Informing the data controller
– Rights of the owner
The compliances to consider are the EU Regulation 2016/67 GDPR, the PCI DSS and applicable national regulations.
At the beginning of a call that will be recorded it is essential to provide customers with a suitable information notice, a cross-reference where this information notice can be gone into in detail and make sure to ask for consent to record the conversation and thus consent to the processing of personal data provided to the agent. The detailed informative report must specify the type of data collected, the purpose for which it has been requested, how it will be processed, how long it will be kept, whether there are third parties responsible for processing the data and which data may be used anonymously for statistical purposes.
Furthermore, it must be guaranteed that the data collected will not be used or disseminated except for obligations expressly provided for by law. It must be guaranteed that the data and records will be accessible and treatable only and exclusively to authorized persons and persons in charge of related activities where the use of those data is strictly necessary and that they will not be used for purposes incompatible with those stated.
It is mandatory that the data is stored securely (with an adequate IT infrastructure) and that due attention is paid to particularly sensitive data, with the obligation not to store Sensitive Authentication Data.
Measures must also be in place to ensure that customers can delete, rectify, update and restrict the processing of their data.
How can Xdroid help you?
Xdroid is the ideal technology partner precisely because it provides some features to minimize legal cases and compliance breach.
– GDPR MODULE
This module allows the user to remove records from the system automatically or manually, recognizing when the GDPR notice has not been announced or if the customer has not consented to the processing of their data.
– PCI MODULE
This module is used for redacting sensitive information in the calls, such as credit card information, payment information or other personal information of your customers. It automatically removes any sensitive information to ensure the PCI compliance in your company with Xdroid’s flexible rule mechanism. Once the redaction module is working, redacted information will be deleted from the transcript and relevant part of the audio will be silenced. You can use the PCI compliance module in all recorded calls and historically recorded calls as well. The precise transcription and the advanced rule mechanism help you create any lifelike scenarios in PCI compliance.
Summary
The advent of Big Data in the contact center has created new requirements.
The first is to comply with regulations and ensure the security of personal data.
The second is to find solution providers that can support you in the Digital Transformation processes, supporting your company in the Change management and critical data management phases.
Finally, define the right metrics without being overwhelmed by the giant amount of data available.
Xdroid can support you in these challenges, giving you a clear view of all the activities of your contact center, alerting the right people at the right time when action needs to be taken and automating the filtering of non-compliant calls.
