Contact center analytics for enhanced agent interaction and customer experience
Organizations turn to contact center solutions to manage their customer interactions, including sales and customer service. With so many customers to interact with, companies must do a balancing act between providing care and managing costs.
That is where contact center analytics solution comes in. It provides insight into how your contact center operates and a clearer view into your customer’s stories and journeys as they navigate their way into contacting your company. It allows you to take measures that can improve customer experiences with the bottom line in mind.
What is the difference between a call center and a contact center?
What is call center analytics?
Call center software analytics are all about measuring and managing call center agents' effectiveness in handling customer calls (outbound or inbound). It's a constellation of tools that can help you with capacity planning -- making sure the number of agents working at one time matches the call volume during those hours -- without sacrificing call quality and customer satisfaction.
What are KPIs in a call center?
Call center KPIs are measurable values that the company can look at to evaluate how well the call center meets its set goals and whether the agents meet the customer's needs whenever they interact with them via voice calls.
Some of the most common call center KPIs include:
- Average handling time (AHT) – This refers to the average handle time per customer by measuring the length of time between the moment the agent picks up the call until the call is disconnected.
- Average time in queue – This KPI measures how long customers wait in the queue before being connected to an agent.
- Call hold time – Customers are annoyed whenever they are placed on hold. This metric measures how long an agent puts their callers on hold.
- First call resolution (FCR) – This measures the contact resolution rate of customer issues that were resolved and did not need a repeat call.
- Call abandonment rates – These measure the number of callers who hang up the phone before being connected to an agent for inbound campaigns. For outbound campaigns, this takes into account the number of dialed phone numbers whose owner hung up the phone before talking to an agent.
- Escalation rate – This measures the number of times a call to an agent was escalated to a contact center leader like a supervisor or manager.
- Customer satisfaction (CSAT) - This is a metric that aims to improve customer satisfaction by gauging how happy a customer is with the service they received during their conversation with the agent. This is usually determined through customer satisfaction surveys.
How do you analyze data in a call center?
Call centers use the different data they have to identify the pain points and areas of improvement that can help them maximize agent productivity. Some examples include:
- Improving call quality – A lot of the call center KPIs are used to analyze call quality scores. You want to see the connection, average call handling time, average time in queue, and even the moments when customers are on hold to customer satisfaction.
- Reviewing agent performance – Aside from call quality management, you can also use these metrics for agent performance management to see if they meet the company's standards.
- Understanding your demographics – Knowing where most of your callers live, their age bracket, and other demographic information can help your organization figure out better workforce scheduling, branding and marketing campaigns, and sales strategies.
- Identifying customer emotions – Knowing your customers' sentiment, in general, gives your idea a glimpse of how customers receive your product or service. You can use that information to craft the right scripts and messaging for your agents.
What is contact center analytics?
Contact center analytics expands on what call center analytics can do. While the call center is still the preferred way to contact your company, more and more customers are trying different channels like social media, email, and live chat.
In that context, contact center analytics is a collection of tools that your organization can employ through different digital channels. You can use data analytics to improve your contact center operations’ efficiency and productivity with the goal of providing the best customer care possible.
What are KPIs in a contact center?
Aside from the KPIs measured in call center data analytics, contact center analytics can measure other metrics that show how your organization interacts with customers and, generally, how happy your customers are from these interactions. That includes:
- Total number of customer interactions – Going beyond the number of calls, this KPI measures the number of interactions on each digital channel, including social media, email, and chat.
- Customer complaint volume – What are the most common types of complaints you are receiving per channel.
Visitor intent – When your customers interact with your organization, what do they need? This metric aims to identify the root cause of most customer issues.
- Customer effort score – This KPI measures the amount of effort customers put into reaching your company just so they can get their concerns addressed. Keeping an eye on this can also reveal why customers prefer companies with other channels like chat and social media.
How do you analyze data in a contact center?
Not only does contact center analytics solutions give you a view of how your company is viewing from the customer's perspective, but from your agents as well. It offers a more holistic and more in-depth view of how your company is faring that you would not notice at first glance.
Some of the applications of contact center analytics are:
- Improve customer experience – Organizations use analytics to see how happy your customers are with the service you are providing via your contact center. It allows you to identify areas of improvement in agent performance, employee engagement, hiring, and workflows and processes. This can help you increase customer retention while decreasing customer churn.
- Improve workforce engagement – Analytics will show you that a more engaged workforce correlates to better customer experiences. Use analytics to get your agents more invested in their jobs, like gamification, which adds gaming elements to processes and workflows.
- Compute the customer's lifetime value – Analytics can help you predict the reasonable profit that you can get from a specific customer attributed to the whole customer relationship with them in the future.
What are the different approaches to contact center analytics?
An effective contact center analytics solution allows your organization to combine two or more approaches to let you see how it can give you more insight into how your contact center operates.
In particular, RingCentral supports a wide range of advanced analytics tools you can implement togive your business some in-depth information that can help you in strategic decision-making.
With its flexible solution, you can approach analytics in different ways, including:
What are the advantages of using contact center analytics software?
Your contact center is made up of many moving parts, and it's hard to make sense of it all. That is where analytics comes in.
It gives you a better sense of what’s going on with your company so that you can take the right measures to address them.
However, not all contact center solutions are created equal. Aside from letting you apply different analytics approaches, RingCentral provides your organization with various advantages that would make gathering and presenting business intelligence simpler and more manageable.\
These advantages include:
Pre-defined report templates
Get the ability to build and distribute custom report templates tailored to your organization's needs. The wizard-based "point and click" interface makes the whole process simple and more manageable. Monitoring the ongoing performance of your contact center has never been easier.
RingCentral contact center solution includes widget-based dashboards, where you can build customized views for different members of your organization. With these, contact center management can quickly see the contact center's overall performance and service levels, quality assurance staff and supervisors can easily check their team's performance, while agents can know how much load they can expect.
At-a-glance business insights from 3rd party data sources
RingCentral recognizes that modern contact centers require an open ecosystem where they can integrate with external solutions like customer relationship management (CRM) software. These 3rd party vendors are also sources of customer data, and you want to take advantage of that. Fortunately, RingCentral allows you to combine data and analytics from your contact center system with data from integrated solutions like Salesforce, Netsuite, and more. It gives you more actionable insights into how your agents interact with customers and its impact on your business.
Optimized workforce management
RingCentral cloud contact center analytics is a part of a bigger workforce optimization (WFO) suite that integrates analytics and business intelligence with other aspects of the contact center like workforce management. It allows organizations to use analytics to maximize their agents by putting them on schedules that fully utilize their skills.
Real-time contact center data analytics
Get access to up-to-the-minute data through your customizable dashboards. It allows your team to address issues in your contact center as it happens.
Real-time data in dashboards include:
- Queue information
- Interaction data
- Real-time operations
Are you ready to uncover patterns in your customer engagements and workforce performance and discover up-to-the-minute real-time metrics and KPIs on a customizable dashboard that can help you achieve more customer success stories? Contact us for a free demo.