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Call Center Analytics: How Data-driven Analytics Transform Business Outcomes

by | Jun 3, 2020 | Business Process Management

Customer experience is not just a solution, but an entire journey. Top-performing organizations have a clear vision of the roadmap by optimizing the major KPIs like quality score, rate of contact resolution, and average time to handle. Yet less than 10 percent of organizations have a 360-degree view of the roadmap. As a result, the performance of contact centers suffers.

To improve overall customer experience, optimize call center operations, and ensure business growth, contact center analytics is the stepping stone. While converting data into relevant analytics is challenging, this blog will help you understand call center analytics and best practices. With this, you can deduce actionable insights that impact positive business outcomes.

Contact center analytics gives you a real-time 360-degree view of historical activities and customizable and pre-made reporting templates. In addition, call center analytics also helps you determine the potential areas that demand improvement to deliver excellent customer-supporting outsourcing services.

What Is Call Center Analytics?

Simply put, call center analytics is a process that involves call center data collection and analysis to enhance customer experience, customer service, agent performance, as well as operational efficiency. However, contact center analytics is not limited to call times. It also factors in certain human elements that influence how the calls are carried out, which includes customer experience. It is a key component for internal reporting optimization that provides actionable insights leading to data-driven decisions, better business processes, and a deeper understanding of customers.

Contact center analytics streamlines the process of tracking and reporting, to allow businesses to monitor and evaluate the metrics derived from call centers accurately and easily. With real-time notifications and alerts, supervisors can promptly respond to unforeseen issues and negate the risk of an escalation. In addition, cutting-edge technology, and AI equip analytics software with custom dashboards, behavioral predictions, and real-time updates.

Contact center analytics uses data from various communication channels and sources including voice and video recordings, voice call transcripts, chat history, CRM software, event logs, customer surveys, and IVR.

Are you failing to scale your call center operations to achieve consistency with measurable, manageable, and integrated analytics? Schedule a consultation with an expert at ContactPoint 360.  

What Are The Different Types of Contact Center Analytics?

There are five key types of contact center analytics to consider:

  1. Speech Analytics
    Speech analytics is one of the primary contact center analytics that gives insight into the interaction of customers with the call center by analyzing audio streams, voicemail, and IVR responses. This contact center analytics combines real-time transcript with Machine Learning (ML) and Artificial Intelligence (AI) to differentiate between speaks, pick up specific trigger words and keywords, remember speech patterns, and determine tone changes during the conversation. Contact centers analyze call recordings and transcripts to create summaries with deeper insights into customer sentiment and intent, agent performance, customer information and history, FAQs, recurring complaints and issues, and product-related information
  2. Interaction Analytics
    Interaction analytics is another important contact center analytics that emphasizes interactions between customers and contact center agents across multiple channels. The primary goal of this contact center analytics is to enhance agent training, employee engagement, and customer satisfaction while revealing real business communications and customer relationships. Contact center analytics collates data from multiple sources including web chat, social media, emails, and voice calls. Furthermore, data is analyzed to allow experts to evaluate communication channels and pinpoint areas that need improvement.
  3. Predictive Analytics
    Predictive analytics is a vital contact center analytics that uses historical data of contact centers to predict customer behavior. It is primarily driven by AI, ML, and automation, involving multiple sources of historical data. With a larger data pool and relevant data, this tool allows you to discover the factors influencing conversion. As a result, it ensures accurate prediction of successful follow-up calls. Accumulation of relevant historical data ensures the accuracy of prediction. With this contact center analytics, call centers can forecast conversions and detect fraud.
  4. Text Analytics
    Text analytics is a critical contact center analytics that uses Natural Language Processing (NLP). It derives insights from text data that does not depend on speech transcription. It highlights crucial customer data like customer information and sentiments, recurring issues, etc. Text analytics is not limited to voice messages or communication. Data can be analyzed from multiple sources including customer survey feedback, social media comments and DMs, SMS conversations, and Chat Bot/Live Chat.
  5. Desktop & Mobile Analytics
    Desktop analytics is an important contact center analytics that monitors, measures, and reports desktop computer performance. It helps businesses identify issues with security vulnerabilities, computer bandwidth, and allied problems. It can also monitor agent activities on organization desktops, providing insights into agents’ productivity.Mobile analytics, on the other hand, is a contact center analytics, that monitors and reports on various mobile devices and their service quality. It is used by companies with the mobile app for businesses or customers using the mobile version. It provides insights into KPIs like mobile app customer interactions, usage rate, issues with user interface, conversion rate, and CTRs.

Contact Center Analytics Best Practices

Successful call centers and customer service outsourcing companies rely on advanced software to track and review agent performance. The idea is to make data more easily accessible. Right communication channels and proper integrations are the need of the hour to derive vital contact center analytics. All businesses, regardless of size and volume, should follow the right approach:  

Real-Time Tracking for Supervisors and Agents  

Contact center analytics depends on real-time tracking. Using this, managers can get an overview of the data collected from the advanced analytics software with updates. Supervisors can leverage this data to detect and fix issues promptly.  This ensures customers are happy, reduces pressure on agents, and lowers attrition rates.

Data Integrations  

Data integration enables companies to synchronize data from multiple sources, including third parties. Hence, data from third-party CRM software such as Zapier, HubSpot, or Salesforce has been integrated automatically with the software to be included in CX analytics, reporting, and operations.  

It is imperative for contact centers to be integrated with CRM, email, and team chat. Besides collecting customer satisfaction and agent performance data, it also gathers insights for the team. Cloud-based contact centers also use secure APIs for exchanging data with services, which helps delve deeper into contact center analytics.   

Prompt Access To Call Data  

Call center data is available in multiple forms. It is often overwhelming to organize things if the correct strategy is not applied. Instead of storing data in hidden repositories, analytics software comes with pre-built reports connecting to vital business metrics.   

Using these reports, you can quickly convert data into actionable insights instead of struggling to build custom dashboards.  This makes the process of deriving contact center analytics easier for customer support outsourcing companies.     

Performance Metrics Tracker with Actionable Insights  

Considering that the one-size-fits-all formula is not applicable to all businesses, it is very important to come up with unique ways to track performance metrics. Reports definitely help you leverage call data, but they are usually not enough to cover all vital KPIs. Your business needs a robust analytics platform to track crucial performance metrics that matter to your unique business goals and add to the contact center analytics.   

Some of the common metrics like FRT (First Response Time), FCR (First Contact Resolution), ASA (Average Speed of Answer), AHT (Average Handle Time), Average Waiting Time, and Call Volume Trends. Monitoring these metrics throughout the customer journey enables you to create an excellent customer success process. You can only achieve deeper engagement with customers if you think beyond calls.   

Omnichannel Outlook Towards Customer Satisfaction  

It is pertinent to understand that contact center analytics goes hand in hand with other aspects of the business. Only a good analytics system unites cross-channel analytics and leverages a prudent omnichannel approach.   

Find a solution that is easy to integrate with the data of your contact center, such as live chat and SMS for text analytics, interactive AI response, and marketing data through emails, website visits, and campaigns.   

Struggling to bring together customer data to create automated workflows? Choose ContactPoint 360 for technology-based services to rank above your competitors.   

Importance Of Call Center Data To Improve CX  

With oversaturated markets and rising customer expectations, call center analytics is crucial for every business sector. Some of the major benefits of contact center analytics include:  

Enhanced Agent Performance  

Analytics boosts agent performance by delivering objective and data-driven insights into customer interactions. Using analytics, agents can successfully improve time management, realign their efforts focusing on the most-needed areas, and detect the sales pitches have a higher success rate.   

Contact center analytics also reduces agent turnover by providing agents with the tools they require to manage workflows and deliver excellent service quality. Collating and analyzing contact center data for an extended period involves agent training, including employee handbooks and script creation.   

Increased Sales  

Contact center analytics is directly related to sales. It helps increase sales by determining customer behavior patterns. It also provides agents with the necessary information to engage with customers personally and maintain a higher rate of retention.   

Customer service directly impacts sales as well as the bottom line. According to a Statista report, 27% of Americans suggest that ineffective customer service is the leading cause of frustration in customers. In fact, customers consider leaving the business because of frustration and poor service. In addition, predictive analytics improve sales by offering deeper insights into the types of communication leading to conversions.   

Assured Customer Satisfaction

Today’s customers expect customized, fast, and convenient services. With analytics, team members can create accurate market segments and customer prototypes. For instance, omnichannel call centers like ContactPoint 360 can take optimum advantage of analytics to understand customers’ preferred modes of communication – via voice, email, or text. 

Once identified, agents can easily tailor interactions and deliver personalized experiences to clients. Contact center analytics also helps in identifying customer behavior trends. For instance, if an agent identifies customers who prefer to be called on weekdays in the afternoons, instead of weekends, they can utilize this information for building better tools and processes for managing interactions.   

Real-time Agent Progress Tracking 

Real-time analytics and notifications allow you to track high-volume call center data and agent performance. Supervisors can closely monitor multiple conversations to identify mistakes, help, and rectify errors quickly. This gives clear contact center analytics data.   

Using specific reports, supervisors can also check in on multiple agents to identify bottlenecks and find areas that need training. For instance, if you delve deeper into the average call handling time, it shows if agents are taking longer than usual to reach a resolution. In such cases, training is required.   

Customizable Dashboards

With customizable dashboards, supervisors can focus on the most important and relevant KPIs for the contact center to spot trends and get real-time notifications and updates on the schedules.   

There are several dozens of KPIs that may be tracked in any contact center. Monitoring each metric is the least feasible and often inefficient. However, businesses can focus on the most important KPIs and make necessary adjustments when they have customizable dashboards.

Final Word

Advanced call center analytics can improve overall workforce management. It can identify peak inbound and outbound call times, influence staffing decisions, identify interactions that require specific skills, and evaluate call handling timing.   

With precise and real-time contact center analytics, it is possible to improve customer experience by providing insights into customers’ activity, behavior, and preferences. It also effectively identifies issues such as long hold times, low-resolution rates on the first call, and understaffing. It will help you evaluate agent performance and identify gaps in training. You can redesign or create customer self-service solutions and offer better insights into customer journeys while identifying vital touchpoints.

 

Frequently Asked Questions

What is call center analytics?

Call center analytics involves a series of processes of gathering and analyzing real-time customer data to unveil valuable insights about the performance of a service organization. There are different markers to determine the analytics data by tracking call records, agent performance managing outbound and inbound calls, and more. Common analytics include call volume, handling time, hold time, customer satisfaction, etc.

How do you analyze data in a call center?

Call center data can be analyzed through several systematic processes, including:  

  • Identify correct data and prioritize.  
  • Accurate data interpretation.  
  • Leverage automation to scale up.  
  • Increase self-service.  
  • Improve service agent engagement.  
  • Promote customer satisfaction.  

In addition, few metrics are also used to monitor call center data for proper analysis, including:  

  • Average handling time. 
  • Average time to hold.  
  • Resolution time. 
  • Turnover rate of agent. 

How to analyze the performance of a call center through call center analytics?

Call center performance can be analyzed by considering the most relevant data for your business specifics. For instance, you can monitor common call types, the average time to handle them, total calls, and more. 

How to measure customer experience in a call center?

There are various ways to measure call center customer experience. One of the ways is to track the number of dropped or abandoned calls, how long a call lasts, how many callers drop off before talking to the live agent, etc. You can also use customer satisfaction surveys to the optimum to identify key areas of improvement.

Jessica Johnson
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