Customer journey in contact center: what are ETL processes and how do they help our agents? Nowadays, when we talk about customer service or customer experience, we must take into account the many channels through which we can interact with users.
Immersed in the midst of a digital transformation phase and with this broad multi-channel universe for managing customer relationships, one of the most important challenges set by business rules in the call center sector is clear: collect and load all the data in databases to meet the needs of users and, in this way, achieve higher customer satisfaction.
If in the previous post we talked about predictive analysis and its multiple benefits when it comes to collecting and converting it into useful information to manage customer service, this time we want to focus on another concept: ETL processes or tools. What are they and how do they help our contact center agents? Read on, we’ll tell you more in this article!
Contact center: what are ETL processes?
The term ETL corresponds to the acronym of:
- Extract
- Transform
- Load
In other words, by ETL processes we mean that type of data integration and storage that contact center companies collect from multiple sources or channels. This data integration is carried out with one goal: to include them in a single space to be able to analyze and work with them to increase the satisfaction of the customer who interacts with the contact center agents.
ETL processes thus become one of the most important tools of a contact center. Companies are aware that the greater the number of communication channels, the more effective the dialogue with customers will be (and therefore, the better the service provided). That is why ETL processes are so important, because they allow processing and transforming a large volume of raw data into a state that is practical and easy to analyze for contact center agents.
Contact center and ETL processes: benefits
By bringing together all the information in a unified database, ETL tools and processes bring numerous benefits to a contact center:
- Information = knowledge. ETL processes help convert large amounts of information and data into user persona knowledge. The more information in one place, the more knowledge, which translates into greater optimization and efficiency when offering a product or service to customers.
- Easier access to data: ETL processes allow companies to have a much clearer and more global view of all the data collected.
- Unified data
Contact center: extract, transform and load. Steps of the ETL processes
As we said at the beginning of this post, ETL processes are divided into three phases:
1. Extract
The first phase of an ETL process has to do with the actual (raw) data extraction. Data that can come from different sources: social media channels, incoming calls or CRM, among others. The objective of this data extraction is to store them, in a homogeneous way, for the next phase: the transformation.
2. Transform
In this second phase of the ETL processes, the transformation, value is added to the data obtained in the previous phase (extraction). It is here, in this phase, where doubts and incidents of the data are corrected and resolved (such as, for example, eliminating duplicates) to classify them more easily.
3. Load
Finally, once the data has been extracted and transformed, the last phase of any ETL process has to do with loading the information into a database (which can also be in the cloud)
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