The Next Frontier in Call Center Analytics

In a world where one negative tweet or blog post can kick off a firestorm of controversy and be viewed by millions, customer experience has become a chief concern for executives across industries. Call centers are often front and center in both positive and negative reviews, and hence play an important role in improving customer satisfaction Titan Call Center.

Ideally, companies would invest unlimited funds into ensuring that each and every customer receives a personal, efficient call center experience. But in reality, companies have budgets to meet, opportunity costs to consider, and investors to please. Hence, they inevitably find themselves balancing call center operating costs with customer satisfaction gains. While finance teams question every dollar spent on call centers, customer service executives quote studies proving how poor call center experiences directly correlate with rising attrition rates.

Many executive teams tend to think that the best lever for improving the customer experience is to invest more money in operations. We believe that it isn’t so. In fact, throwing cash at the problem most certainly does not guarantee a rise in customer satisfaction. The smartest organizations are trying something else: advanced analytics.

Call centers are known to generate more data than any other department within an organization. Most companies already collect call center performance data, call-related data, agent-performance data, and training data. The problem is that it’s sitting in isolated and incompatible platforms, so it can be hard to get to. But once tapped, this rich trove of information can be used to identify efficiency opportunities, and can also provide valuable clues about the customer to other divisions such as Marketing, Sales, and Product Development, thereby creating new revenue opportunities.

Performance analytics such as call routing, call volume forecasting, and workforce planning, as well as customer experience analytics such as CSAT (customer satisfaction) assessment and optimal issue resolution path are all tools at a call center’s disposal. In most cases, the data required already exists but is hidden away in some data center, just waiting to be discovered.

Performance analytics: Workforce management

In an industry with razor-thin margins, the key to run a profitable business lies in staffing the optimum number of skilled agents at the right place at the right time. However, staffing decisions involve complex business constraints, including labor laws and government regulations. While there are off-the-shelf products available to help with these decisions, organizations have to expend significant energy to match their unique business processes to the tool’s features. As a result, companies are increasingly looking for custom solutions that are built from the ground up to fit their business process, from call-volume forecasting to exception-demand analysis to business-rule managers.

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