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6 Ways to Track Your Call Center Analytics

By: Scott Resnick


Traditionally call center analytics were only available from niche vendors. However, analytics technology is now readily accessible and more affordable than ever. The increased functionality of comprehensive analytics packages provides brand new insight, allowing call centers to plan better customer strategies. The following six systems can be utilized to aid in your call center management:

1. Speech Analytics

Speech analytics captures, organizes, analyzes, and identifies customer wants and needs in conversations. You can learn why customers contact your call center and determine if there are issues with your services. It can be highly beneficial for identifying operational, system, and procedural issues. In the event that there are problems, you may be able to identify potential training opportunities. By using speech analytics correctly, you can decrease time spent on investigations as well as improve your products, processes, and the overall customer experience.

2. Text Analytics

Text analytics completes the same tasks as speech analytics except that it does so via written documents. The power of text analytics allows you to capture feedback from multiple channels simultaneously and share them instantly. One of the most prominent ways that call centers use text analytics today is for social media interaction, monitoring, and participation. Imagine receiving an instant notification when your call center is mentioned online. You can quickly respond within conversations and track your online popularity. Call centers can also use text analytics to analyze and interact with customer mentions in emails, instant messages, and blog comments in a similar format.

3. Desktop Analytics

Do you know how your central and branch employees are using their desktop to perform work? Desktop analytics tracks desktop activity and system performance for all staff interactions. The process goes far beyond a simple screen capture. Desktop analytics monitors agent and system performance, assists with streamlining the workflow, and offers real-time guidance. For example, if call center employees are struggling to use a new software program, you can identify the time spent on learning, diagnosis problems, and later offer training session for peak performance.

4. Cross Channel Analytics

Cross-channel analytics identifies and analyzes the varying channels that customers use to interact with your call center. You can learn which channels are most beneficial for the center so that you can optimize your interactions. For instance, if your customers prefer Facebook to Twitter, you can manage your social media activity to focus on Facebook to meet customer need. Typically cross-channel analytics pulls input from additional applications such as speech and text analytics to offer holistic view on the data.

5. Self-service Analytics

Self-service analytics analyzes the customer experience in all self-service channels, primarily Internet and interactive voice response systems. This process offers insight into what is and isn’t working well. As a system administrator you could identify if your current Internet connection speed allows customers to access critical product information online. This information can aid the decision making process when determining if a VoIP system needs to be upgraded or replaced.

6. Predictive Analytics

Predictive analytics leverages data and insights from customer interactions in order to predict the next plan of action for each individual customer. Interaction data can help a call center employee understand unique customer behaviors and expectations before answering the phone. Predictive analytics can also anticipate the likelihood of sales, attrition, enrollment, collections, and fraud. This information can help grow profits, decreasing average call time, and improve the customer experience.

Begin your research on analytics programs by prioritizing your call center’s needs. Start with the area that will be the most helpful right now then slowly develop your analytics platform that be most compatible with your unified communications system. Whether you combine services or select just one, tracking your call center analytics will help to improve your overall process and keep benchmarks organized.

This article was originally published by TTI Houston

Published: August 11, 2014

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Scott Resnick

Scott Resnick is the President and Owner of Today's Telecommunications Industries, LLC (TTI) in Houston, TX. For the past 39 years, Scott has been instrumental in serving the telecommunications needs of some of Houston's largest and most influential companies. TTI is one of the largest NEC dealers in the United States. Scott is an avid baseball fan, loving father, husband, and a world traveler.

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