4 min
Currently, analytics is very important in customer service. The most remarkable data are those that reveal what is happening, why it is happening or how the call center can improve. In addition, they provide contextually relevant answers, information and guidance to the right actors, at the right point of contact and at the appropriate time.
To improve training scripts and protocols, actionable intelligence offers contact center leadership a clear vision of how processes, systems and agents behave. To create better interactions, actionable intelligence gives agents details about the problem, the call queues and the specific clients with which they connect.
CCW Digital has prepared the report “Actionable Analytics” in which it details the strategies, processes and technologies that will inspire the action driven by the contact center data. For this, the organization has to collect, process and present information that generates a significant change. If not, the organization will not be able to identify the necessary actors. As a result, you will not be able to create better results for customers and agents.
To transform the analysis of a “variety of knowledge” into a plan to take action, CCW Digital describes 5 tips to analyze the demands of the clients and the performance of the agents:
1.- Establish A Realistic Vision
Too often, organizations focus on high-value outcomes and, in turn, hinder the effectiveness of their efforts. When their visions are too high, organizations do not know how to acquire the most relevant knowledge (for example, how to measure the immediate impact of their actions).
To drive change, companies must focus on more immediate opportunities on a smaller scale. What can the organization change at this time? How will that change to the business affect quickly?
Given the general resistance of organizations to total change and the desire to obtain immediate results, a specific approach to analysis is the most pragmatic tactic: the more specific the question, the more reliable the response.
2.- Dissect The Customer’s Interaction
Whether helping to understand the client’s intention, addressing problematic points or identifying opportunities for proactive engagement, the analysis helps call centers take action. It helps them transform from an organization that processes transactions to one that creates value constantly.
3.- Respect The ‘Customer Journey’
On the one hand, a customer service center must immerse itself in an individual interaction to understand what is working, what is not and what opportunities exist. You must analyze the experience at the level of grading and understanding that this interaction is part of a wider journey of customer experience.
By focusing on the entire journey, the organization can understand what happens between the interactions. It also provides the contact center with the necessary context to optimize individual interactions. When a company really understands where a client has been and wants to go, he can anticipate the needs.
4.- Degrading The Agent’s Performance
Call centers can know the average call time, the number of calls answered or the first contact resolution rate of each agent. They can even know to what extent the agents are helping (or hurting) CSAT and Net Promoted Score.
However, in order to offer a better customer experience, organizations must analyze the agent’s performance with the same depth and rigor with which they perform the client’s journey. They must apply the four fundamental questions to each metric or performance problem: what is happening, why it is happening, what will happen and what should be done.
5.- Emphasize The Measurement Of Change
Before implementing new processes or systems, the organization must establish clear and quantifiable expectations for the change. What impact should I have immediately? What results should it lead in the future?
With quantifiable results, the organization also obtains a “narrative” that can be presented to all relevant stakeholders. Agents can see and appreciate the immediate impact of their work, while executives get a more detailed perspective of ROI.
In conclusion, according to CCW Digital, intelligence is a mechanism to improve agent performance, create better customer experiences and generate business results.
With the right data available at the key moment, the organization can meet expectations in the customer experience. You can reduce the effort when moving between channels. You can offer a personalized commitment at all points of contact. You can identify opportunities to improve the agent’s competence and satisfaction. In short, you can predict needs and offer value proactively.
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