6 Forms of data analytics in the call center

6 Forms of data analytics in the call center

Faith Ocampo Published on July 21, 2016

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.

  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.

  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 way, 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.

  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.

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.

Inquire with Open Access BPO today to start your own multilingual contact center team. Improve your big data analytics and customer experience with us.

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.

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO8 hours ago
The best way to prepare for the unprecedented is to overprepare. Find out how Open Access BPO ensures seamless #CustomerExperiences with #SmartRedundancy.

Read more: https://zcu.io/Ji6S

#WeSpeakYourLanguage #Outsourcing
Open Access BPO
Open Access BPO2 days ago
Staying in a business relationship that does not meet your needs is detrimental to your company. Here are factors that you must consider when assessing the efficiency of your existing #outsourcing partnership: https://zcu.io/h6Fd

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO3 days ago
Good #TechSupport enables you to keep your technologies accessible and fully functional for end-users 24/7. Streamline your #IT helpdesk with an expert #BPO provider to focus on business growth: https://zcu.io/uGWd

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO4 days ago
“Customers have higher expectations now. They have a little more money in their pocket to spend, and they’re going to be more discerning about the quality of the shopping experience.” - David VanAmburg, American Customer Satisfaction Index (ACSI) Managing Director

Read more: https://zcu.io/iARF

#WeSpeakYourLanguage #CX #CustomerService
Open Access BPO
Open Access BPO1 week ago
Are you losing customers over time? Here are five reasons why #CustomerRelationships fall south and how you can deal with them.
Read more: https://zcu.io/9YwD

#WeSpeakYourLanguage #CX #CallCenter
Open Access BPO
Open Access BPO1 week ago
How do #tech companies boost customer relations? Find out how #CustomerSupport outsourcing creates opportunities for better customer experiences and business growth: https://zcu.io/4T2V

#WeSpeakYourLanguage #Outsourcing
Do NOT follow this link or you will be banned from the site!