The purpose of contact centre analytics is to enable companies to make better decisions. Some everyday use cases for contact centre analytics include:

  • Gauging customer satisfaction levels
  • Improving conversation quality
  • Understanding customer expectations
  • Analysing agent productivity
  • Optimising workforce management
  • Measuring quality

Most businesses understand the value of data and most contact centres use basic analytics tools. However, while these tools are present, they are not being used to their fullest extent, with only 37% of companies leveraging advanced analytics for contact centre solutions.

Where Contact Centre analytics provide insight

Your contact centre technology should either offer advanced analytics or tightly integrate with a web-enabled, real-time analytics platform that offers dashboards and historical reports. 

Analytics is useful at both the company level and the individual level. It can help companies understand different teams and departments. For individuals, different dashboards and reports can provide insights into specific strengths and weaknesses

The best analytics approaches provide insights for three classes of employee:


  1. Contact centre agents

Frontline staff should have insights into how they are tracking to their measures and KPIs, in real-time. Dashboards can monitor their performance against that of their peers. 

Advanced analytics can help create scorecards so that agents know what they are measured against. It is poor practice to tell someone after the fact that they have missed on a core measure, without giving them the opportunity in advance to understand what their goals and targets truly were. These will mostly be daily metrics updated to-the-second.


  1. Contact centre leadership

Contact centre leaders also need real-time dashboards to deploy resources, address escalations, and prevent or manage incidents. These will be similar dashboards to frontline staff, just with additional information about the team as a whole.

For contact centre leaders, reports and dashboards can flag where staff are not providing quality results. Contact centre leaders are looking for patterns to make sure they can improve calls to provide a better level of service.


  1. Business leadership

For the most part, these will be historical reports or future-facing analytics that seek to optimise the business based on contact centre data. With business leadership reports, AI tools can help an organisation understand customer pain points and better plan solutions.

According to recent research, 71% of customers would consider moving to a competitor if they have to repeat their query to multiple contact centre agents. The same report revealed that roughly one-third of consumers would immediately seek to move providers if they receive a poor response time to a critical query. A separate study found that 32% of customers would consider leaving a brand they loved after just one poor experience.

It is not rocket science to conclude that CX is at the heart of customer satisfaction and retention, not to mention the hazardous effect poor CX has on company revenue and reputation. The best way to gather this information quickly is through an AI-driven, Intelligent Contact Centre.


Leading analytics trends to consider

Call recording and logging systems have been available for many years, but new tools have helped drive many improvements. Now instead of just collecting data, contact centres can leverage information to strategise and plan.

Companies that transform themselves with the information can achieve better business results than their competitors.


Journey Mapping

Journey mapping means understanding all of the different ways a caller can interact with your contact centre. While customer journey maps can incorporate touchpoints throughout a customers lifecycle, focused journey maps target specific areas of concern.

After an initial map is built, you can create unique user-personas are to understand various user journeys. By building a detailed map of the path and possible bottlenecks, companies can better understand customers’ pain points. 

Companies that focus on improving customer experience can work on strategies to remove these pain points and help customers find a solution.

Contact centre analytics lets businesses focus on the important, critical issues that have the greatest impact on customers. With companies worldwide continually forced to do more with less, identifying the right areas to focus on is an investment worth making.


Omnichannel Analytics

Omnichannel analytics lets businesses leverage the information they have on customers in new ways. This information could include past shopping patterns, social media searches and even location-based app usage.

While omnichannel analytics can drive significant business value in marketing new services and identifying specific issues throughout the customer journey, it also has a part to play in customer experience.

Customers are now using different channels to access information and assistance. With omnichannel analytics, contact centres can integrate information and data across different silos within a business. In this way, they can understand that a customer looking for information on the web is the same one that contacted the service team about a problem.

Customers are looking for personalised information that is relevant to their issues. By integrating information across different channels, a targeted solution can be provided in real-time and address the customer’s underlying issue instead of offering a solution based only on a specific symptom.


Speech Technologies  

When discussing speech analytics, it is best to look at it from the point of view of two different areas:

  1. Speech Recognition – Uses tools that can understand and take action based on specific words and phrases.
  2. Speech Analytics – Uses sentiment analysis tools to provide real-time insights for agents on improving a conversation.

Speech technology has evolved considerably in recent years. Beyond call recording, analytics now enables calls to be transcribed and analysed. This capability lets companies quickly screen all calls for quality concerns instead of just a limited selection, facilitating customer service improvement throughout the team.

The use of speech technologies can quickly enable companies to identify trends, helping prevent a negative customer experience.


Security and Compliance

With the improved analytics tools available to businesses, voice recognition can do more than just route calls. Companies can proactively monitor the calls they are receiving and leverage analytics to flag calls that might be fraudulent in nature.

Real-time compliance solutions can provide prompts to agents during the course of a call. This helps make sure that agents are using the right language and providing clients with the right information.


Change how you leverage analytics


While basic information is useful as a means of understanding what is happening now – advanced analytics provide actionable insights needed to get a clear grasp of what is yet to happen. Advanced analytics is a powerful tool that can help improve the bottom line in multiple ways.

At CCNA, we have robust experience in implementing the contact centre technologies listed above. If you want to give your contact centre a boost by upgrading your analytics, take a look at our contact centre page to learn how we can help.

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