6 Forms of Data Analytics in the Call Center

Faith Ocampo Published on July 21, 2016 Last updated on November 30, 2022

Data analytics, borne out of the need to make sense of big data that contact centers collect during their everyday operations, is completely changing the way brands deliver customer service.

Brands are always on the hunt for new ways to add value to the services they bring to customers. As the consumers’ standards of good customer service continue to rise, brands must always be, or at least try to be, one step ahead of upcoming trends. Keeping up with the demands of the market means innovating constantly and creating unique strategies to stand out.

Thanks to the emergence of data analytics, brands now have a way to personalize the customer experience like never before.

How Exactly Does it Work?

businessman looking at reports with magnifying lens

Analytics is a subset of data science. Simply put, it involves examining raw data in order to organize and interpret them, and draw relevant conclusions. The main purpose, therefore, is to allow organizations to make wise business decisions backed by insights generated from their customers, employees, and other constituents.

This process is, for the most part, aided by technology. Tools and computer software automate a large chunk of the analysis to do away with human errors. This also makes the entire process easier for data workers, especially as most organizations (90% to be exact) now invest heavily on big data analysis.

When applied to the call center setting, data analytics helps managers deliver personalized services that target the preferences of their customers. It takes up many forms, including the following.

  1. Speech Analytics

    woman happily talking on phone

    The focus of speech analytics is on recorded calls. It entails analyzing conversations in order to gather information about customers and the issues being discussed. As these tools are often equipped with speech or voice recognition features, they can also identify spoken words and phrases, analyze the tone and voice of the customer, and therefore recognize emotions.

    Speech data provides customer insights that are simply not available from other sources. It helps in the identification of the causes of customer dissatisfaction and opportunities to improve compliance, operational effectiveness, and agent performance.

  2. Text Analytics


    white letters around black magnifying lens
    Text analytics zones in on the written language—documents, emails, web chats, and even social media comments. During analysis, the tool assigns numerical values to words and phrases. Then, data mining functions are carried out to identify patterns and relationships among the data sets.

    Brands can enhance customer satisfaction via product impressions, find product problems, conduct market research, and monitor brand reputation, among other things, by recognizing trends and patterns with text analytics.

  3. Desktop Analytics

    finger pushing keyboard

    Unlike the first two forms of data analytics discussed, which are both customer-oriented, desktop analytics is agent-focused. Using this technique, organizations can monitor, capture, and analyze desktop-based activities as well as workflows. The tool detects keystrokes to understand data entry and keep track of the applications being accessed.

    This can help managers can measure agents’ compliance to protocols in a contact center, training needs, performance issues, and bottlenecks in processes.

  4. Cross-Channel Analytics

    call center leader reading data analytics on tablet phone laptop

    Cross-channel analytics, the process in which data sets from multiple channels are consolidated, is necessary to make omnichannel customer service work. Most customer relationship management tools make use of this technology usually by combining speech, text, and desktop analytics features. It’s used to identify and evaluate various customer support platforms and how customers use them to interact with brands.

    Cross-channel analytics provides insights into why customers convert and allows you to convert more of them.

  5. Self-Service Analytics

    man making decisions using smartphone

    To provide customers the option to solve issues on their own, brands are starting to create self-service portals—online spaces that users can access to find the answers they’re looking for. Self-service analytics tools analyze and evaluate the customer experience in this channel to determine glitches, pain points, and other problems.

  6. Predictive Analytics

    surprised man staring at laptop

    This is perhaps the most advanced form of data analytics in this list. Predictive analytics tools leverage several techniques including data mining, machine learning, and artificial intelligence to predict future events, such as customers’ purchasing behavior. Customer support providers can also use such tools to identify the most effective channels or approaches for interacting with customers.

    One of the most obvious reasons to use predictive analytics is its ability to help you see into the future and plan accordingly across a wide range of data like stock, staffing, and customer behavior.
    This can tell you what is likely to happen and prepare you in advance and adjust how you allocate your resources.

Data science, a continuously growing field, has given birth to several forms of analytics processes with myriad applications for brands, including customer service, sales, and marketing. Familiarizing yourself with the many forms of analytics can help you make business decisions that would improve the customer experience.

Improve your customer experience when you connect with an outsourcing company that values big data analytics. Find the right business solutions for your business With Open Access BPO’s multichannel services Contact us today!

 

Read More

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO 2 days ago
Building an expert team of #CustomerService reps can be challenging for any #CallCenter recruiter.

Some of the challenges they face when when hiring include:
• inability to attract applicants;
• limited talent pool;
• shortage of qualified candidates; and
• inefficient recruitment process.

Here's how Open Access BPO's robust recruitment strategies overcome these challenges to find the most qualified #CustomerSupport agents: https://buff.ly/4aeV3uU

----------
Get skilled talents when you partner with one of the most trusted BPO firms: https://buff.ly/3TiM30L

#WeSpeakYourLanguage
Open Access BPO 3 days ago
Brands and #CallCenters can improve their defenses, but cybercriminals will continue to develop more sophisticated attacks.

𝐇𝐞𝐫𝐞 𝐚𝐫𝐞 #𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐩𝐫𝐞𝐝𝐢𝐜𝐭𝐢𝐨𝐧𝐬 𝐭𝐨 𝐚𝐧𝐭𝐢𝐜𝐢𝐩𝐚𝐭𝐞 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫: https://buff.ly/4adk2Pe

----------
Only trust an outsourcing firm with a robust #InfoSec aimed to protect you and your customers: https://buff.ly/3v2IALU

#WeSpeakYourLanguage
#DataSecurity
Open Access BPO 3 days ago
Disasters can happen at any time. So, if you're thinking about #outsourcing to a #CallCenter,

The best thing you can do to ensure your ops' resilience is to choose an #OutsourcingPartner with robust #DisasterRecover and #BusinessContinuity strategies.

Here's why and how (plus tips for implementing a successful outsourcing strategy):
https://buff.ly/48Toe5q

----------
Open Access BPO's commitment extends beyond exceptional #CX.

Our robust information security strategy ensure the protection of your data, even in times of disaster: https://buff.ly/3TjYjOu

#WeSpeakYourLanugage
#PhilippineCallCenters #disasterpreparedness
#businessresilience #riskmanagement #crisismanagement
Open Access BPO 4 days ago
Online retailers are losing a huge chunk of their earnings to fraudsters. How can you protect your brand from this threat?

Start by identifying the kinds of fraud that threaten online businesses: https://buff.ly/3VbwScr

---------
Partner only with an #outsourcing brand that prioritizes your #DataSecurity: https://buff.ly/3VhEXwi

#WeSpeakYourLanguage
#InformationSecurity #DataSecurity #ecommerce
Open Access BPO 4 days ago
Among other benefits, content moderators review user-generated content to:
• ensure the safety of customers;
• combat spam and potential scams;
• prevent misinformation and fake news;
• boost user experience; and
• cultivate an inclusive community.

𝗕𝘂𝘁 𝘄𝗵𝗶𝗰𝗵 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗺𝗲𝘁𝗵𝗼𝗱 𝗶𝘀 𝗿𝗶𝗴𝗵𝘁 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀?
Explore the fascinating types of #ContentModeration shaping the digital landscape: https://buff.ly/3Iyh6kn

----------
Work with our content experts to build a community where everyone feels heard and protected: https://buff.ly/3IwqS6y

#WeSpeakYourLanguage
Open Access BPO 6 days ago
Nothing is constant in #CustomerExperience.

𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗻𝗲𝗲𝗱𝘀, 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀, 𝗮𝗻𝗱 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝘁𝗿𝗲𝗻𝗱𝘀 𝘄𝗶𝗹𝗹 𝗮𝗹𝘄𝗮𝘆𝘀 𝗰𝗵𝗮𝗻𝗴𝗲, 𝗮𝗻𝗱 𝘀𝗼 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀, 𝘁𝗼𝗼𝗹𝘀, 𝗮𝗻𝗱 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵.

Don't wait for your consumer base to grow or even wither before you update your #CustomerSupport strategy.

Here are 4 signs that your #CustomerService action plans need an upgrade: https://buff.ly/3TawRmu

----------
Provide your customers with excellent #ConsumerExperience from one of today's trusted multilingual #CX experts: https://buff.ly/3vfIuAp

#WeSpeakYourLanguage
Open Access BPO