Smaller Companies Reaping Large Rewards from Contact Center Analytics
July 09, 2014
By Tracey E. Schelmetic, TMCnet Contributor
Large companies have been using analytics for many years now. With their enormous data resources, they are able to use analytics solutions to extract intelligence from both structured and non-structured data, yielding valuable intelligence about how to run the business more efficiently, provide customers with what they want and need, and cut out the fat in overhead.
Until these solutions became available on a hosted basis, however, many smaller organizations were shut out from the benefits. Contact centers that could have used analytics to service their customers better were simply unable to afford the high capital costs involved in implementing such solutions.
Fast-forward to today, and cloud-based analytics solutions are offering even the smallest contact centers some value. A recent Zendesk Benchmark report found that, on average, organizations that make use of analytics solutions in their customer support operations saw greater customer satisfaction ratings and recorded a 12 percent faster first-response time to customer inquiries. They were also able to completely resolve inquiries 16 percent faster.
“Analytics can help you know what’s happening by taking every interaction that occurs between your company and your customers, and turning it into data that can be used to measure and improve customer experiences,” wrote Zendesk’s Michael Hansen in an article for Startup Smart. “It can give you greater context and allow you to drill down into specific segments of customers.”
By better understanding what’s working for customers in your contact center and what’s not, companies can better focus their efforts on tasks and areas that will lead to direct benefits. Focusing on certain key performance indicators (KPIs) can yield immediate positive results in the contact center, says Hansen.
“For customer service these metrics typically include customer satisfaction, agent and team performance, ticket deflection and ticket lifecycle,” he writes. “It is sensible to measure factors that contribute to customer satisfaction, such as first reply time (how long it took an agent to respond to the end user), full resolution time (how long it took for the ticket to be solved), and percentage of one-touch resolution (the percentage of tickets resolved with a single interaction).”
Thanks to cloud-based solutions that make it easy to track, measure and report on intelligence, companies today don’t need IT specialists to make these solutions work. Solutions such as NICE’s Workforce Optimization put better intelligence at the fingertips of front-line call center managers and supervisors. By applying speech analytics and text analytics to all interactions, they can spot small problems before they turn into large problems, allowing managers to offer extra training to agents where and when they need it, adjust scripts and processes and help personnel make better use of communication channels such as social collaboration.
The end result is a leaner contact center with more perfect processes that lead directly to better customer outcomes. It’s a way to boost revenue and customer satisfaction and eliminate bottlenecks, all with an easy-to-use and easy-to-afford cloud-based solution.