The contact center is no longer a place where hapless agents are constantly blasted with a barrage of complaints and scramble to prevent the sky from falling on top of customers. The role of the contact center and its agents is changing to one that’s critical to optimizing the customer experience, meeting customer expectations and identifying sales opportunities.
However, achieving these goals isn’t as simple as implementing a contact center or upgrading your technology. Most of the value from the contact center comes from the data it collects and generates. Contact center data can give you insights into customer satisfaction, behavior and preferences. Data can tell you what’s affecting productivity and operational efficiency and how to improve both. Data can help you identify market trends and opportunities.
Contact center analytics refers to the tools and software used across all support channels to monitor and gain insights from customer interactions. There are various forms of analytics that fall under the contact center analytics umbrella. For example, speech analytics, or interaction analytics, captures and converts unstructured data such as audio, email, social media and chat transcriptions into structured data. Structured data can then be analyzed, quality scored and classified into configurable categories. There are also analytics for self-service channels and text-based interactions.
Contact center analytics uses natural language processing (NLP) to understand and interpret call audio. Newer NLP algorithms make it possible to understand longer phrases and even full sentences, not just single words. Speech analysis tools go a step further by understanding how something is said, which provides insights into the customer’s emotions and sentiment. Speech analysis can even recognize an agent’s strengths and weaknesses and guide future training. Predictive analytics and artificial intelligence can be used to warn agents when a caller is getting angry, lying or attempting to commit fraud. On a larger scale, predictive analytics can be used to examine past interactions to predict and prepare for future problems.
Contact center analytics provides you with a unified view of all customer interactions and related data, regardless of channel. This allows organizations to track and better understand the customer journey, identify the cause of customer issues, and improve first-call resolution rates. Contact center analytics can also be used to monitor calls in real time and suggest ways to improve contact center operations and processes. Performance can be evaluated holistically and at the agent level based on customer satisfaction, compliance risk, call volume, average handle time and other metrics.
Brightmetrics is a business intelligence analytics tool that can help you make better business decisions based on contact center operations and customer interactions. Data feeds from multiple sources and can be configured to suit your specific business needs, using real-time dashboards to provide insights into the customer experience as it happens. This allows contact center managers to generate up-to-the-minute, granular reports and make changes on the spot to improve agent performance and customer satisfaction.
Your contact center holds a wealth of data that can help you enhance the customer experience. IPC can help you leverage the power of business intelligence analytics to make more-informed decisions and optimize your operations.