Fostering a great relationship with customers is essential to every organization, and always has been. That’s not something that’s going to change, either. What is changing—constantly—is the toolbox we have to work with. Technology gives us many new avenues for interacting with our customers, but it also provides more than just the ability to directly communicate. It also provides us with tools to analyze those communications and interactions.
Call center analytics have evolved significantly over the past five years. In fact, they’ve improved and expanded so much that many organizations are unaware of the incredible benefits offered by the most recent software. Call center analytics can be used to analyze customers’ voices to assess their moods and to drill down into consumer data to take note of purchase patterns and changes to them. An organization’s effective use of call center analytics can improve their interactions with customers by anticipating their needs in advance and by providing them with more personalized and efficient service.
Call Center Analytics Types
There are numerous different types of contact center solutions as well as call center analytics, and the list is getting longer all the time. Each of these offers unique benefits and opportunities for improvement. Some of the most important are:
Voice and Speech Analytics
Voice and speech analytic applications can be used to monitor not only customers or clients, but also to analyze your call center employees’ performance. Are employees following policies and provided scripts? How are customers reacting to your policies? Today’s organizations can use speech analytics to detect stress or emotional reactions from clients.
And, of course, there’s the informational content in the calls themselves: what problems are cropping up frequently? What issues are agents resolving quickly, and which are presenting them with difficulty? As the ability to mine this data via speech analytics improves, the need for manual reporting decreases—which means less time spent on paperwork and more time spent on developing successful strategies for improvement.
Much as voice analytics can be used to mine data from phone calls, text analytics can be used to mine and analyze the information received in client and customer emails, online chats, and other communications. These applications can distill vast amounts of data to give your organization a better understanding of your customers wants and needs, which you can then use as a guide for improvement.
While many of the analytical applications used in the call center focus primarily on identifying issues related to customers, desktop analytics generally aim to provide the company with information about their agents, their agents’ efficiency, and their overall performance. By analyzing how your agents are using their terminals, you can strategize workflow improvements and process changes that lead to more efficient resolutions for your customers and higher morale for your employees.
One of the most difficult things for call centers to face is being overwhelmed by the sheer number of clients contacting them. Sometimes, this is because there are issues in regards to the center’s efficiency, agents’ performance, or problems with the product or service itself that need to be addressed. But in other cases, the client contact is desirable and agents are performing as efficiently as possible.
One way to reduce the pressure is by encouraging customers to use self-service solutions (like online tools, interactive automated receptionists, etc.). Self-service analytics help to identify customer pain points related to your self-service offerings—what annoys them? What discourages them? What issues aren’t being resolved? Improvements to your company’s customer self-service tools “trickle down” to benefit your call center as well.
Information is Power
We’re in a technological era that has given organizations unprecedented access to data in a form that can be better understood through the use of analytical applications. In many cases, this information is already being collected and recorded, and companies are simply unaware of how beneficial it can be, and are missing out on significant ways in which they can improve their call centers and customer service.
Just a few years ago, these types of call center analytics were considered to be revolutionary, but as more companies adopt approaches that include the use of these applications, they become increasingly necessary for maintaining a competitive edge. Our Contact Center Buyer’s Guide can help you explore the benefits and products available to help your organization move ahead of the competition.