How To Present User Interaction Data

As technological advances have empowered users and increased their expectations, both the cost of losing a user and the value of retaining it have increased. Therefore, the need to obtain accurate and continuous information about user preferences and behavior is greater than ever.

The traditional way that companies have tried to learn what their users think is to pay large fees to market research companies that then conduct surveys and organize focus groups. But what if it was possible to eliminate the intermediary? Today, more companies are realizing that they have the user’s full voice through the hours of call recordings, chat transcripts and other records of user interactions.

You can find valuable information in all the data collected by a contact center. The current call center analysis tools make it simple and intuitive for commercials to explore interaction data and find valuable information about user trends.

How To Present User Interaction Data

Executives need clear explanations based on data to justify changes in business plans and decision-making. They want to know: “How can we use this information to improve products and services or optimize operations in the call center?”

However, contact centers face challenges to effectively present user interaction data so that they influence business leaders to act. So, how to effectively present your message when the background, technical experience and experience of each person can vary so much?

5 Tips To Present Significant Data Of Interaction With Users In The Organization To Obtain Results:

1) Customize The Message Based On The Audience

First, the priorities and motivations of the audience must be taken into account when determining how ideas are presented.

For some people, understanding the basics of an approach is all they need to feel comfortable when making a decision. Others, however, may require a deeper technical understanding. And still others, usually members of the leadership team, will want a deep understanding of how ideas impact business in general, not just the call center. The individual needs of each interested party must be met to obtain the necessary acceptance.

2) Speak The Language Of The Audience

A deep technical immersion in the speech analysis methodology may be appropriate when the user’s ideas are presented to their peers or analysts, but not all team members may be familiar with the concepts. Therefore it is important to think about the comfort level of the audience with the terminology used.

3) Present Data And Communicate Information

When a presentation is made with a lot of data and few explanations, the audience can reach a completely different conclusion about what it means. For this reason, it is key to direct the audience towards the desired conclusion by relating the data to the message, explaining why it is important.

4) Be Selective With The Information Presented

It is necessary to capture the interest and guide the audience by presenting the most important information in advance. Including the right amount of information is as important as its organization. Too many or too few details for the audience’s needs can cause them to be lost, separated or bored. Different audiences have different responsibilities and priorities, and the content that is shared must respond to those unique needs.

5) Use Data Visualizations To Communicate The Quantitative Message

Data visualizations can help the audience efficiently understand large and complex amounts of data in a short period of time. A well-designed chart or graph can be of great help in increasing the impact of complicated concepts. Visualizations should help explain the data and support the message you are trying to send.

In conclusion, user interaction data can be confusing or seemingly irrelevant for those who are not familiar with the daily operation of the call center. To help the contact center to impact the customer experience and the final result of the organization, the interaction data must be presented in a way that the audience, regardless of the place they occupy in the company, can understand.