Until now, the call centers answered the calls in the simplest possible way, the first agent that picked up a call kept it. But everything could be about to change forever with a company that wants to use Big Data to offer you a more personalized experience based on your personal tastes.

The technology is being developed by a startup called Afiniti International Holdings Ltd ... As the Wall Street Journal reveals, your system searches your phone number on at least 100 databases, depending on what you learn about yourself, select the one you consider the best agent to handle your call.

Afiniti technology seeks on the one hand your business and credit profile to know what to expect from you. But on the other hand, their databases also check your behavior by what you write publicly on Facebook, Twitter or LinkedIn. With this, when calling a call center you will be redirected with an agent who, based on his own history, the program knows that he has been able to properly serve other clients with profiles similar to yours.

Personal data is only used by the algorithm to match calls with agents, and no agent can view the caller’s personal information . Even so, this technology has already begun to receive complaints from privacy advocates, mainly because similar practices are beginning to see themselves in more and more companies.

“With this technology you have a very accurate prediction of likely behavior,” explains Zia Chishti, founder of Afiniti. “ Machine-learning allows us to decipher patterns … in a way that is more effective than chance.”

Call centers will know more about us soon

Afiniti defends itself against criticism from privacy advocates by ensuring that it only obtains information from databases legitimately available to purchase. In the case of social networks, they say that they only review the messages that have been shared publicly, paying special attention to posts about travel or purchases of certain products.

As the Wall Street Journal explains, Afinity is not the only company that is profiling callers of customer service and other Call Centers. There are ots like the American Mattersight, which also links agents with calls based on the personality of the customers. This is determined by reviewing the recordings of previous calls of the same customer, a technology that is being used by more and more companies.

These types of systems help call centers better serve their customers, and are helping to increase their sales numbers. This is making companies that match clients with agents rapidly up in value, so hopefully the practice will begin to spread more and more.

So you know, the next time you’re going to interact with a call center there may be an algorithm that manages your call that knows everything about you, especially thanks to that information that you continue to share publicly in social networks.

The next stop for this technology are the physical stores. Afiniti is already working on a facial recognition system that identifies the clients of a physical establishment, so that with a call-like algorithm, the best employee on the staff can be selected to talk to each client.