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I was intrigued by a recent article on MyCustomer.com
talking about ‘analytics convergence’ (click here for article but be warned
email sign-up required).
The thrust of the article is that three areas of analytics:
speech analysis, text analysis and clickstream / key-press analysis from web
and IVR self-service platforms, will converge to increase the sophistication of
contact centres, turning them into truly intelligent reactive and proactive
multi-channel communication hubs via smart predictive analysis tools.
Companies use speech analysis to identify underlying root
causes of call volume when reason codes fall short plus they can identify agents
with better empathy for tone of voice etc.
Text analytics can be used to better investigate complaints and feedback
forms and, in a social media context, find dissatisfied customers on Twitter
and Facebook and interact with them.
The article talks about social media, as a contact centre outbound
channel, being the catalyst for kick starting this convergence, as companies
have had to get smart about their text analysis capabilities. The next stage is to start to use these
varying analysis techniques in a converged way to improve ‘next best action’
capabilities, improve service quality and become more dynamic at identifying
revenue opportunities.
However using these techniques in real time joined to a
single customer view and a series of predictive triggers, while a great
concept, feels a long way off for most organisations. It may even smack of Artificial Intelligence
taking over the asylum.
Right now, in our experience, most companies would benefit a
great deal from reviewing once more some of the basics in their contact
centres. In particular, we’ve seen huge
benefits from making sure simple things are done well; like developing the
right reporting metrics for everyone to focus on and get behind; ensuring the
IVR works as a great customer experience; incentivising outsource companies and
agents in line with true value generation for the organisation; and appropriately
measuring and benchmarking agent performance, making sure top agent behaviours
are modelled and rolled out.
There’s a lot of benefit yet to be squeezed from good old
fashioned simple analytics in contact centres before the Borg takes over!
