Analytics in the Contact Center

Man attempting to sort and analyze data.

Goods and services crowd today’s market. Competition is fierce, with products rapidly gaining the top spot in their industry only to see challengers on all fronts. Three differentiators have emerged, common across all industries, from banking and software to healthcare and even government services:

  • A high-quality customer experience
  • An engaged workforce
  • Retaining skilled employees

Contact centers are a frontline for all three of these differentiators. Optimizing the contact center workforce to maximize customer satisfaction and minimize operational costs is now a top priority.

Analytics Equal Insights

Analytics provide the insights required to optimize contact center operations. The ability to capture and process data from standard desktop applications – customer relationship management (CRM), enterprise resource planning (ERP), electronic health records (EHR), customer support and help desk ticketing systems – and integrate that data into an interaction database, has become invaluable.

Enhancing metadata related to recorded customer interactions increases the likelihood of identifying trends, similarities, and anomalies within the records. The best fields to capture are ones that can join or unify disparate recordings using a common identifier such as customer number, patient number, closed/won/lost status, support ticket or case number. These types of data boost quality management, including search capabilities to sort, catalogue and quickly locate specific data as needed.

The Role of Desktop Analytics

The primary goal of contact center analytics varies per industry and organization. Within traditional workforce optimization environments, the metadata is commonly used to improve service and quality levels of agents. Further analysis of the data can uncover invaluable product, service, security, and customer satisfaction developments.

Here are some examples of how desktop analytics can be used to drive incremental value for an organization.

Fraud Alerts

In banking and financial services multiple calls in a short time period on the same account number could flag a fraud alert. Desktop analytics can associate customer numbers, account numbers, order numbers, etc. to the original recorded calls. Further review of the recorded calls can quickly resolve or escalate the concern.

Denial of Service Complaints

In a healthcare environment, recorded communications are constantly happening among doctors, nurses, departments, insurance providers, and family members. The ability to use a patient ID or case number brought in by desktop analytics to rapidly find all recorded conversations relating to a patient or their required services (such as admittance or transfer), can quickly resolve any miscommunication.

Process Audits

Government agencies such as Centers for Medicare and Medicaid Services (CMS) or other insurance providers may require voice documentation for specific recipients or policy holders to verify process adherence. The additional metadata provided by desktop analytics allows a user to create dynamic queries to quickly locate all recorded calls related to a specific policy number, case number, account number, etc.

“He Said/She Said” Legal Disputes

Customer service is a top priority in every industry. However, there are times when some guests may try to take advantage of an organization’s generosity and flexibility when. For example, playing the reservations department against the front desk to get a better rate, upgraded room or additional amenities.

Desktop analytics allows a customer service agent to quickly and discretely locate all recorded interactions related by a reservation number, confirmation number, membership number, or customer number to efficiently resolve disputes to protect the interests of the organization while properly serving the guest.

Analytics in Use: WFO / WEM

Analytics plays a valuable role in Workforce Optimization (WFO) and Workforce Engagement Management (WEM) solutions for contact centers. Opportunities that are won or resolved on the first interaction can identify positive trends, and even capture processes or techniques that should be shared as best practices.

The ability to improve your customer experience and satisfaction, while engaging your workforce, is a competitive advantage in today’s market. Download the Trustmark Voluntary Benefits case study to read how they use the Encore® WFO/WEM solution to automate and improve their quality management process.