Contact centers capture a lot of data. Often, that data is focused on performance metrics, including time to answer, abandon rates, first call resolution, number of calls per agent per hour and more. With the right contact center software, however, these organizations have the opportunity to capture so much more in terms of valuable data.
The captured data that goes beyond contact center performance includes buyer preferences, buyer behaviors, and product likes and dislikes – just to name a few. Asking very pointed questions and capturing the answers using contact center software provides a company with keen insight into the psyche of the customer on the other end of the line. As a result, they can create products and services that more directly speak to their wants and needs, giving them a powerful competitive advantage.
This reality is helping to drive the growth of contact center software systems in EMEA. Companies there are looking for the contact center analytics capabilities that can help them get a leg up on the competition. According to the Frost & Sullivan (News - Alert) report, "EMEA Contact Centre Systems Market," the market earned revenues of €694.2 million for 2012, with estimates reaching €854.9 million for 2017. There is a growing demand for better application functionality and technology advancements.
The U.K. currently represents the single largest country market, claiming 29 percent of the revenue share. The fastest growing regions are clearly Africa and the Middle East, with contact center analytics systems representing the fastest-growing segment. Companies leading in their respective categories are launching campaigns to integrate speech analytics into broader quality monitoring programs, responding to the growing need for access to data.
Forward-thinking companies recognize the power that contact center software and data analytics deliver to current performance and strategies moving forward. At the same time, they also acknowledge that social and mobile contact channels will widen market potential, changing the way in which companies compete for dominance.
Growth may still lag due to tight IT budgets and weak economic recoveries, yet many markets are enjoying healthy growth. Those able to make the necessary investments to capture the data they need are better suited to build powerful campaigns with significant results. The companies still not sure of the return on investment may hold off another year or two, allowing the competition to get that much further ahead and putting their future at risk.
Regardless, we live in a world of multiple contact channels, each providing rich data a company can use to advance its efforts and gain a competitive advantage. A failure to invest in this area will soon create a chasm between those willing to take the risk or those who believe they already know what customers want.
Edited by Alisen Downey