“A picture can tell a thousand words, but a few words can change its story.”
Words are powerful but how well do you listen to the words of your customers when they call into your company or contact centre?
Human beings created 4.4 zettabytes of data in 2013.
To put that in perspective, one zettabyte is equivalent to 44 trillion gigabytes.
The rate of data creation has increased so much that 90% of the data in the world today has been created in the last two years alone.
This acceleration in the production of information has created a need for new technologies to analyse massive data sets, and help make sense of the new buzz word “BIG DATA.”
The impact of traditional contact centre call quality metrics are outdated, inaccurate, inefficient or at best under estimating the impact of what your customer is saying.
How this affects contact centres
Contact centres, like most contemporary companies, have to deal with this ever-increasing quantities of data and require tools to be able to plan, interact and meet customer needs consistently in the modern era.
Most companies battle to work through the data they accumulate each day, let alone make sense of it or use it to improve customer service or agent productivity.
With interaction analytics this needn’t be the case.
With analytics the true meaning of all conversations across all customer communication channels can be extracted.
The resulting analysis and detection of particular phrases automatically triggers pre-configured workflows that carry-out follow-on actions with agents, management or customers.
These ‘event-triggered’ workflows could address any number of areas including regulatory compliance, customer churn, customer satisfaction, and sales.
Imagine missing 75% of “at risk” customers (being unable to save them); or missing any number of “non-compliant” events (being exposed to unnecessary risks or fines); or missing 60% of up-sell opportunities (missing the sales targets), all because you have no way to harness your data you collected.
Analysis drives multi-channel contact centre routing and applications
The power of analysis doesn’t stop at voice as the world and certainly your customers have evolved from traditional contact centre interaction channels (Voice and e-mail).
The very same applications used for speech analytics can be used to analyse text using the same rules and phrases.
This move to “interaction analytics” makes it possible to monitor email, web and social platforms like Facebook and Twitter.
With additional application programming interfaces (APIs) available most solutions can be integrated to allow for additional channels as desired.
As speech and text analysis improves the range and volume of information that can be processed and the range of feedback that can be provided subsequently will increase dramatically.
However, it’s already clear that analytics is offering contact centres tools to improve efficiency, bolster customer service, reduce caller frustration while increasing retention, and service callers more effectively by providing pertinent information and responding to their moods, needs and annoyances.
Consider Odek Customer Engagement
Odek Customer Engagement, a Johannesburg based-business, has over 17 years’ worth of experience in contact centre design, deployment and support.
Odek’s engineers hold extensive product and technical certifications and expertise.
This allows us to maintain an incomparable level of technical mastery, ensuring that customers can connect people with people.
With a specialised focus on enterprise multimedia contact centres and enterprise IP telephony, Odek is a technology and cost leader.
Odek has partnered with best in class, global, industry leaders, to offer a range of hand-picked, versatile, and customisable solutions that integrate into any other process or system.
This article was published in partnership with Odek.