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The importance of Analytics in Call Centres

Tags: performance management, analytics, customer service...

Thanks to the rise of technology, the UK’s Call Centre industry is no longer just about answering phone calls or making calls to customers. Through obtaining and analysing customer data, call centres have become a hub for customer engagement and satisfaction.

In this blog, we show you the role of data and analytics in ensuring customer satisfaction.

Call Centre Analytics drive better performance management

The ability to obtain and analyse data enables management to obtain important insight into the performance of the centre to see if the goals of both the organisation and the client(s) are being met. This data can then be used to take corrective actions if the performance is found to be deviating from the key performance indicators.

Analytics improves Customer Interactions

Analytics not only enables call centres to manage their internal operations better, but also plays a big role in changing the way customers interact with call centre operatives and vice versa. One of the reasons people are loath to call the customer service departments of any company is the long hold time. No one has the patience to stay on hold, listening to terrible music while waiting for someone to attend to their issues. Another major problem is that customers have to provide the same information several times regarding their case history. This sort of redundancy leads to customer dissatisfaction.

With the help of analytics, call centres can check call volume trends to know which is the busiest time of the day for them so that they can manage their workforce accordingly. The breaks, shift timings and days of leave can be managed in such a way that appropriate amount of manpower is available to handle the high call volumes when needed the most. User analytics can help agents map and record customer information in a centralised database so that whoever gets the call from the same customer again are well aware of their issue, hence reducing redundancy of information sharing.

Artificial intelligence and analytics are also being used to improve the way that operators relate to customers. For example, voice, speech and text analytics allow interactions to be analysed in real-time, so that ‘coaching’ suggestions can be passed immediately to staff, to change the way that they are interacting with customers at the time. This is a huge change from recording calls and playing them back later, as a way to provide proactive and effective feedback to staff.

In conclusion

Ultimately, contact centres are at the centre of the customer experience. Recognising that, and acting on it, is likely to improve customer satisfaction. Equally important, as a result of its position at the heart of the operation, data from contact centres has a huge role to play in improving products and services. The role of the modern call centre has definitely changed, and the impact is huge!

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