Although the definition is generally somewhat broader than this, at their most basic, call centre analytics are a variety of tools that companies can employ through multiple support channels to keep their operation at peak performance.
The challenge with a call centre operation of any size is that management on the floor only has access to a limited amount of information. With multiple agents dealing with scores of customers every day, only highly escalated situations (such as a system outage, a customer complaint, or an employee in need of coaching) would alert management to possible issues.
As such, under the old way of measuring, many opportunities for improvement would fall through the cracks.
The Advantages of Analytics
Successful centres use advanced call centre analytics software to monitor and review performance, not only from a customer lens, also from the employee’s perspective, as well as a business-owner lens.
Each of these approaches offers its own advantages and together satisfies each angle. The key to choosing the correct analytics combination lies in understanding the approaches, and how they can be used to improve your call centre. Here are the six most common approaches to analytics:
- Cross Channel Analytics A well-managed call centre needs to have a way to determine what channels any of their customers are using at a given moment, and tailor their service options toward that. If a phone agent has this information at their fingertips, they can provide a more personal, pleasing customer interaction. Does a customer do most of their banking online? A real-time script update can alert the agent to let the customer know that their problem can also be solved using that channel in the future. As with speech analytics, this field is relatively new, but will almost certainly be a necessity in the coming years.
The Direct Impact of Analytics on Customer Relationships
The most-common complaints about call centres are the duration of being on hold, slow turnaround times, having to explain an issue multiple times to different agents, and lack of a satisfactory resolution.
Let’s take a look at how analytics can be leveraged to flip these oft-cited call centre problems into opportunities to improve.
By reviewing each of these aspects, businesses can look at call volume data by hour to ensure they have the proper staffing level for all of their operating hours, thus reducing (and even eliminating) customer hold time.
With enough resources to deal with incoming calls, this allows for more time spent with each customer and ultimately more call time to resolve the issue. When systems are operating at peak efficiency, service level agreements are being met more often.
Start with Simple Numbers, Get Advanced with Data
This is but one simple example of how call centre analytics can help you identify the holes in your call centre operation. Armed with the data and intelligence from your service analytics software, you’ll be able to more easily find patterns and make educated business decisions based off real customers behaviours and activity en masse.
Through advanced call centre analytics and intelligence software, service your customers with the call-centre experience they expect. By analysing all of the available call centre customer data, you’ll be able to quickly locate flaws in your process, and improve upon the advantages that your call centre is already offering.
As a result, your clients will be able to get the solutions they need, as quickly and easily as they could ever want. There’s nothing more valuable than taking what is generally associated with as a negative product experience to an overwhelmingly smooth, and potentially pleasant, interaction. That’s what’s possible with call centre analytics.