How to Utilize your Call Center Analyticsadmin
It has been said that the 20th century was about accessing information, while the 21st century is about evaluating information. Endless amounts of information and data are available nearly instantaneously at our fingertips. Our challenge now is learning how to sort, evaluate, and decipher all this information. A call center is a prime example of this dilemma. A staggering amount of data is gathered on a daily basis, but to what purpose? If you don’t know how to properly utilize this information, it does you no good. Let’s go over some ways you can fully utilize your call center analytics.
Collection of Data
Traditionally, the data collected is quantitative, involving number of calls, hold times, and call lengths. In the past, this was enough, but things have changed. Customer service is more important than ever, causing these numbers to become less helpful. Ways to collect data on customer experience and satisfaction are increasing in popularity. This is where call center analytics can be extremely helpful.
Types of Analytics
- Speech Analytics – Monitors calls in real time to improve call scripts.
- Text Analytics – Evaluates interactions through written documents, secure messaging, email, Twitter, Facebook, and other text-based media.
- Self Service Analytics – Analyzes services performed by customers online to update accounts, change payment method, make appointments, etc.
- Predictive Analytics – Uses past performances in categories such as call volume, handle time, service level, and customer satisfaction to predict future problems.
- Cross Channel Analytics – Determines which channels their customers are using at any given moment in order to tailor their service options toward those.
- Desktop Analytics – Views a phone agent’s activity during calls and captures all the activity on their desktop to ensure the agent is using their systems most effectively.
When you first start collecting data, it can be daunting figuring out how to sort and use the information effectively. It’s helpful to start small and go from there. Find one thing you want to look at and evaluate just that. Once you’ve looked at one piece of information, look at another. Over time, you’ll be able to get an overall view at your business by putting all the pieces together like a puzzle. As you do so, patterns will arise that allow you to see possible areas of concern that could use some improvement. The more you learn about your customers and employees, the more efficient and profitable your business can become.