The Importance Of Data In Contact Centers

The Importance Of Data In Contact Centers


Diren Nâzım Selimoğlu

Diren Nâzım Selimoğlu

07.08.2020

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Day by day, contact centers are coming up with ways on how to better provide excellent customer experience, or CX. In order to do this, it is necessary to measure the efficiency and productivity of the contact center. By doing so, they can note their shortcomings and strong points to work on the former and improve more on the latter. The contact center will need the involvement of data analytics. 

However, it is to be noted that contact centers should not gather data for analysis blindly. They should do so with the intent to better improve their services, thereby improving customer experience. In saying this, we will emphasize the importance of data analytics and how businesses can utilize this to provide excellent customer experience.

Additionally, data analytics is not only limited to pleasing customers. Companies gathers data to better equip their agents with the information they need to know that comes from the data, thereby promoting the growth of the agents.


Better Understanding Of Your Customers To Provide Better Customer Service
First and foremost, companies heavily rely on data analytics gathered from their customers in their different channels. Companies with a clear-cut intention of bettering their customer service can and will use this data to deliver a more personalized customer experience (i.e., customer experience wherein it meets the bare minimum at the least and maximum at the most in terms of requirements).

It is mandatory to properly analyze the data before anything else. This will allow companies to better understand the behaviors and needs of their customers, therefore personalizing their customer service to them.

There are a number of ways companies with contact centers can do this. For example, they can gather data on the FAQs (Frequently Asked Questions) or inquires they get from their customers and establish an information storage which they can access without the need to call or notify the contact center asking for help. 

Applying this will bring the company with quite a lot of benefits. The benefits include reduced incoming calls (which also reduces the chance of getting abandoned calls and missing calls) and more time for your agents to focus on much more complex tasks that require a lot of focus.

Now, what will better understanding result in?
The answer: less mistakes and more loyal customers! 

Less mistakes mean lessening the issues contact centers. The issues include the unnecessary increase of the duration of the call (i.e., they are kept on hold for a significant amount of time), the increased amount of times a customer must explain their predicament before the agent can truly comprehend the problem, and the lack of a helpful solution that an agent must offer to a customer to solve their problems.

Additionally, this will also make businesses’ customers loyal to them. After all, when the recurring issues are solved because of the data gathered through analytics, it will satisfy them to a point that they will never want to go to other competitors because of said customer satisfaction.

As a result, businesses with contact centers will increase their revenue by utilizing contact center analytics.


Metrics That Can Give Results With Analytics
As already mentioned before, the importance of data in contact centers is something businesses should always remember. In order to enjoy the benefits of contact center analaytics, all the important activities should be checked upon daily.

Key performance indicators (KPIs), specifically, are to be analyzed when assessing the effectiveness of a contact center. But, what metrics should businesses especially measure and track? Here are just some of the examples in specific order:

  • First Call Resolution
  • Call Abandonment Rate
  • Call Per Hour
  • Call Arrival Rate
  • Average Handle Time
  • Service Level
  • Customer Satisfaction
  • After Call Work Time
  • Speed Of Answering Customer Calls
  • Agent Utilization


Some Examples Of Advanced Analytics That Can Help Contact Centers
The importance of data in contact centers can be acquired through different analytics. There are common approaches to analytics that contact centers can use to better their CX. Here are some of the following examples:

Call Center Speech Analytics – this monitors real time calls in order to find out if there are any incompetencies in their framework. Then, after the analysts expose the said incompetencies, the contact center can then focus its efforts into improving the framework.

Call Center Text Analytics – a lot of businesses with contact centers have already adpoted the omnichannel approach to compliment their customer-centric strategies. As such, social media plays a huge part in this approach, as most people nowadays now use social media platforms to communicate with businesses, which includes inquiring about problem resolution. This makes text analytics important in the contact center setup. They can monitor and review the messages they send to their customers, as well as the messages the customers send to them. This can help uncover existing issues.

Predictive Analytics – businesses with contact centers should also keep in mind to always prepare to solve the problem as fast and efficient as possible. This can be achieved by reviewing past performance in the metrics stated above nad using the predictive analytics tool to their advantages. What this offers to contact centers is a look back at the past solutions to apply to future recurring problems. Contact centers can prepare for the future with this tool.


Conclusion
Basically, the importance of data in contact centers is it can help reduce the customers’ insinuation that calling contact centers cannot help them resolve their problems. The said problems above are monitored and tackled to improve customer experience.


References:

https://vcc.live/blog/data-analytics-crucial-call-center/

https://www.callcenterhosting.com/blog/call-center-analytics-importance/

https://www.talkdesk.com/blog/12-call-center-kpis-to-track-for-success/

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