How do you measure the success of your contact center?
The short answer: Analytics.
William Thomson, known as Lord Kelvin, was an Irish mathematical physicist in the late 1800’s. He was quoted as, “I often say that when you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meager and unsatisfactory kind; it may be the beginning of knowledge, but you have scarcely, in your thoughts, advanced to the stage of science, whatever the matter may be.”
What does this mean to us? Applied to the modern contact center, this means that if we aren’t accurately analyzing and measuring contact center activity, we can’t effectively manage and improve upon it. You must understand your data. Analytics enables you to evaluate all your customer interactions. This previously unstructured data can now be used for actionable insights and provide the key to your success.
So, how do you measure success in your contact center? How will you turn your contact center from a cost center to a profit center? First, by identifying the right Key Performance Indicators (KPIs). Then, by measuring your ROI against those KPIs to ensure value is delivered back to the contact center and the business.
What you need to know to get your analytics strategy on track.
- Who are your key decision makers, influencers, and stakeholders? Assemble the team appropriately so you can ensure that you understand what KPIs are important to their business objectives. Identifying these KPIs is a key to measuring the ROI.
- What solutions areas align with the business challenges? A sales focused contact center would obviously be concerned with improving revenue. Analytics can show areas of excess “after call work”, areas where self-service may better be applied, and so forth. This leads to better decision making from 100% real data.
- What are the priority solution areas that will result in the best performance? You must identify the right KPIs. But you must also prioritize the solution areas that provide the best results. This is where you will see ROI. Is it better to deflect calls, provide self-service, or make that personal touch? The answer is in the data.
Once you have your interaction analytics solution in place, you must continuously monitor the KPIs and measure the ROI. This is the proof that analytics is helping to achieve business objectives, lowering costs, and boosting revenue. You must accurately analyze and measure it, so you can effectively manage and improve upon it.
Industry reports suggest 60% of businesses currently have no data analytics strategy.* The 40% that do are way ahead of their competition. Which group are you in? Don’t get left behind.
By now you have heard all the buzz words: Digitization, Transformation, Omnichannel, Cloud, CaaS, AI, etc. Yet, it’s not buzz words that are going to get you where you need to be. It’s a partner with over 25 successful years in the business of helping companies succeed in contact centers and enterprise voice communications. Your company has a product and/or service to deliver. Our company can make you better at doing that.
Speech Analytics is another aspect of the strategy. Click here to learn more about Speech Analytics.
Director of Marketing, CX Aficionado, Engineer, Photographer, Family Man…