Understanding Call Center Analytics
Optimize your customer service with these approaches to call center analytics
June 2021 - 5 minutes
Call center analytics is the process of collecting and analyzing customer data to unearth valuable insights about your service organization’s performance. This includes customer satisfaction (CSAT), revenue, customer retention, customer effort score, and service-level agreement (SLA) performance.
However, a common challenge for many service executives is having a real-time, holistic view of call center performance across all channels. With multiple agents dealing with scores of customers every day, only highly escalated situations – such as a system outage, a significant customer complaint, or an employee in need of coaching – come to their attention. That means there are many opportunities for improvement.
These are the top ways to use your call center analytics to improve customer loyalty and increase revenue.
Find the right approach for call center analytics
Successful contact centers use advanced call center analytics software to monitor and review agent performance, not only from a customer lens but also from the perspective of both employees and management.
Each approach offers its advantages and comes together to provide a comprehensive understanding of call center performance. To choose the best call center analytics system, determine what area of your business needs to improve and then see how analytics can help.
Here are the approaches you need:
76% of customers prefer different channels depending on the context.
Source: “State of the Connected Customer,” Salesforce, October 2020.
79% of service professionals say it’s impossible to provide great service without a complete view of customer interactions.
By using omni-channel analytics, service teams have a single dashboard to view performance across all customer engagement channels. You can easily drill into customer profiles to diagnose issues quickly and resolve problems – without shifting to disconnected analytics solutions.
Omni-channel analytics also help contact center managers improve agent productivity. They can review incoming agent work volume and assess key performance indicators (KPIs). If there is an issue, contact center managers flag it and jump in to help their team.
Voice analytics for call center managers
Customer self-service analytics
Sixty-six percent of service professionals say self-service channels reduce case volume.
Customers can update their contact or shipping information, check their order status, or set up an appointment from your customer portal. They may access an FAQ on your site for a common question or reach out via chat and interact with a chatbot.
Self-service analytics show you how well these channels are working for both your customers and your employees. You can review your case deflection scores and see if there are any slowdowns or problems in the experience. You can also use self-service analytics to review common searches and identify any new trends in customer requests.
Quantify customer loyalty
Ninety-one percent of customers agree that a positive customer service experience makes them more likely to make another purchase. If customers find themselves on hold for too long, need to explain an issue to different agents multiple times, and are unhappy with the resolution, it diminishes their experience with your company.
Call center analytics gives service teams access to the critical data and insights they need to work faster, smarter, and improve the customer relationship. Once you understand if and when issues occur at your call center, you can take steps to address them. For example, when you can visually see your call volume data by hour, you can then take action to ensure you have the proper staffing levels for peak periods to reduce or even eliminate customer hold time.