ChaseData Call Center Software Blog

Analyzing Call Center Analytics to Face Customer Challenges Head On

Posted by Ahmed Macklai on Jul 10, 2018 7:30:00 AM

Call Center Analytics

Why are you still guessing?

When operating a call center, it seems like the blame game is never-ending. The agents are not making or taking enough calls. Enough calls are not coming in. It’s a slow season. The server is overloaded. Old equipment. New agents. Reasons, finger-pointing, and excuses for poor performance do not pay any bills. Moreover, the guessing game and the blame game are both inexcusable when a vast trove of data is right at everyone’s fingertips.

Call center operations generate unimaginable quantities of information. Unfortunately, this data goes unanalyzed due to outdated or patchwork software solutions and older equipment that is not computer compatible. Likewise, operating systems have not been upgraded or updated – in some cases since Windows 7. There is more to call center success than “smile and dial.” Instead, call center operators need to focus on “update and upgrade” while making the most of call center analytics to get over the blame game and start getting real answers to issues.

Quick Stats to Focus On

Capterra, citing influential white papers from Microsoft and Deloitte, looks at call-center statistics and what they mean for the call center industry. As technology rapidly evolves, it becomes a challenge to meet the customer where they are. Previous generations might have been content with eventually reaching someone after pushing a lot of buttons, but modern consumers have higher expectations. Savvy operators will need to keep up with what other contact centers are doing as margins become thinner. Expenses start at cost per call and only go up from there, cutting into profitability margin. The thinner the margin, the more clients you need, and more than that their involvement with your company.

  • In the USA, the customer service channel of choice is the telephone. It is the channel used over and above email, live chat, search engine, or text.

  • Among respondents asked what the most frustrating facet of customer service is, approximately one third responded that “IVR and the inability to reach a live person for support.”

  • Additional issues included reaching representatives who did not have the expertise or authority to resolve a problem and having to repeat information to multiple representatives.

If those that don’t give you a big reality check, they should. When the heart and soul of your operation is the telephone and responding agents, you need the data that ChaseData call center analytics provides.

Changing KPI and Changing the Game

In the same report, Capterra notes that KPIs are changing. Revenue is no longer the only point measured. The majority of responding companies believe that customer experience and satisfaction will be more important or equally as important as costs and revenue. The Deloitte study notes that the factors driving in contact centers are not just the growth of a business but the customer experience meeting the customer’s expectations, the improvement of service, and the expansion of services and products. Reevaluating key performance indicators for call centers is moving beyond how quickly a call is completed, to how thoroughly the agent was able to resolve the issue. If this means escalating the call to Tier 2 or beyond, the focus is not on how much it costs the problem but retaining the customer in the face of the issue.

Furthermore, customer feedback about the customer experience is taking its place at the forefront of KPI. Customer-generated information comes in the form of surveys and focus groups, detailed histories, contact monitoring and observations, as well as more specialized functions of call center software. Voice and text analytics are no longer NexGen functions, but available now to further analyze call-center interactions. By changing your KPI to face the customer, call center operators may find themselves spending more, but also earning more when it comes to customer satisfaction and that precious word of mouth advertising.

Call Center Analytics

Call Center Analytics: Key Points

Focusing on key points and then spreading out into the details is of developing a rigorous analysis. From the second a call comes in or goes out, analytics need to be in place. Let’s take a look at a few key points that need to be on the analytics map.

  • IVR analytics. By not using call center analytics to analyze IVR data, operators are losing not only a gold mine but platinum mine and a diamond mine along with it. Most companies operate IVR to some degree, with some platforms being almost entirely IVR with few live agents at all. Analyze IVR data to determine which calls were misrouted, which customers wrongly identified, and what percentage of customers opted out of the IVR sequence by pushing zero to speak to a live human. Furthermore, analytics offers a chance to pinpoint the moment at which the customer opted out and at what prompt. Other valuable information can include if the entire interaction was completed by IVR, did the customer need to call back at a later time?

  • Cross-channel analytics. The phone may still be king, but email runs a close second, with chat, text, social media all having their say. Additionally, customized apps also offer exceptional channels and data were customer sentiment and feedback. Analyzing an entire data stream from multiple sources takes call center analytics software that goes above and beyond.

  • Predictive analytics. Instead of throwing stuff at the wall to see what sticks or running it up the flagpole to see if anyone salutes, going with data-based predictive analytics will identify the most effective approaches for communication. Effective communication strategies will reduce the stress on agents, allow customers the satisfaction of being heard and having their problem resolved, and to determine operational changes that will benefit overall performance and customer satisfaction. This does not mean exclusively monitoring calls but taking into account all possible channels of customer communication.

  • Agent performance analytics. Agent performance analytics are probably one of the most critical parts of call center analytics. Historical and real-time data not only keep management and supervisors in the loop but offer the agent a way to measure their own performance. Additionally, agent analytics allow management and supervisors to advance agents according to ability and skills, and to work with others to improve their stats.

ChaseData’s call center now has five-star reviews and a robust analytics suite to let call center operators know where they stand. In today’s data-driven business world, all the data you generate needs to be taken into account and used to optimize your call center procedures. Contact ChaseData today and see what Call Center Now has to offer.

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