Big Data: How Hard Is It Working for You?

Posted by John Rake

11/24/14 8:25 AM


Regardless of the industry in which you work, chances are you’ve read or heard quite a bit about big data over the past several years. The concept is fairly simple: advances in technology are rapidly producing ever-larger quantities of information.

In business, this data has the potential to provide new insights into trends and behaviors that can help organizations improve operations—both internally and in dealings with customers—in a wide variety of areas. Much of the information being generated, however, is unstructured, meaning it is not organized as part of any pre-defined model. Although it may contain extremely valuable actionable data, this kind of raw information is useless to businesses that can’t organize and analyze it quickly and effectively.

As a contact center manager, you are all too familiar with the problem of trying to use mountains of disorganized information to identify trends. Too often you’ve been left to roam the floor listening to agents interact with customers, hoping that if a specific issue or phrase keeps popping up, you’ll be able to hear and recognize it. Of course, that approach leaves a lot of room for error, as it is impossible to listen to 50 different conversations at once and pick up on everything being said.

What if you had access to contact center data capture that could funnel the avalanche of information pouring in and display it quickly in a way that made sense? No doubt your job would get easier in a hurry. Fortunately, best-in-class contact center software provides the tools you need to start turning raw information into actionable data in real time.  

Today’s top-shelf contact center software can convert audio interactions to text as they occur, allowing supervisors to search for key words or phrases. The most advanced software uses speech analytics to single out the words and phrases being used most often by callers and creates an easy-to-understand corresponding visual diagram. So, for example, if a call center supervisor at an ISP sees that the diagram shows the phrases “my Internet is down,” and “Internet outage” popping up repeatedly, he or she can contact the appropriate personnel to alert them that customers are experiencing service disruption. In addition to phone interactions, top-of-the-line software can also analyze customer data gathered from channels such as:

  • Email communications
  • Chat conversations
  • Social media interactions

Big data opens up a new world of possibility for businesses to gain greater clarity and insight into what customers are thinking and feeling, as well as how their customer service representatives are responding to consumer questions and concerns. But without the tools to decipher the information, companies are left to sort through heaps of information for business intelligence that may not even be useful. Not only is this a waste of time, but a wrong message from big data can actually harm a business by leading it to take counterproductive action.

So the question is, do you work for your data…or does your data work for you?

Topics: data capture

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