Don’t Mistake It: Data Drives Contact Center Productivity

Posted by Rodney Kuhn

6/3/16 11:30 AM

Data_drive.jpgData is one of the most useful tools you have at your disposal when it comes to driving productivity in the contact center. Data helps your contact center define and measure progress toward goals, plus it serves as a quantifiable measure for validating success.

Despite data’s potential to increase efficiency and productivity, a disconnect exists between how contact centers gather and use data and how they apply metrics to inform and guide goals and desired outcomes. When data is not put to its strongest use, however, clarity is not attained and the achievement of desired outcomes is stunted.

Contact centers are, quite simply, flooded with data coming in from all types of sources. Faced with this overwhelming onslaught, supervisors are sometimes tempted to grasp at what’s most accessible and available or to leave what gets captured and analyzed to chance. These approaches stand in the way of positive outcomes and hinder the contact center’s progress toward its goals.

Take the goals of improving customer satisfaction and identifying trends in customer preferences as examples. Many contact centers are unaware of which interaction channels their customers prefer. In addition, they don’t use segmentation data to route customers to the agent that is best equipped to handle their particular issue. On the other hand, leading contact centers are turning to workforce optimization (WFO) solutions that integrate their disparate contact center technologies to organize data and glean insights that will maximize agent engagement and make customers happy.

Here are three ways that WFO works in the call center:

  • Identify areas for improving customer satisfaction—Capture customer interactions across multiple channels. Use the data to analyze any conversation or interaction agents have with customers.
  • Manage agent performance—Transform call center performance management with call monitoring and conversational (text and speech) analytics. You’ll enhance the customer experience when you use the insights gained to give agents the right training and put them on the right calls.
  • Identify trends in customer behavior and preferences—The majority (76 percent) of customers provide real-time feedback to call centers that supervisors can use to implement strategic changes and put them ahead of their competitors.

Neglecting to capitalize on the insights customer data can provide may lead your contact center to use valuable resources supporting and strengthening ineffective channels, or to lower customer satisfaction by connecting customers to the inappropriate agent.

Today, a contact center’s success depends on its ability to deliver superior customer service, provide a multichannel experience for customers, and quickly and efficiently connect customers to exactly what they need. Leveraging data effectively is key to meeting these goals and improving overall contact center productivity and effectiveness. Using good data is one reliable way to prevent bad outcomes and drive the success of your contact center this year and beyond.

The data that delivers valuable insights into customer behaviors, agent performance, and other key aspects of the contact center is available and ready to be captured and made actionable. What your contact center needs is a way to ensure that good data is gathered effectively and put to good use to inform decisions about staffing, allocating resources, customer service improvement and service channels.

A SaaS solution that is hosted in the cloud, like that provided by Envision, can remove the disconnect between the untapped data flooding into your contact center and your ability to leverage it to improve agent effectiveness, boost customer satisfaction, and drive progress in the contact center.

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