How do you measure the success of your contact center?
The short answer: Analytics.
William Thomson, commonly referred to 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.”
Applied to the modern contact center, this means that if we aren’t accurately analyzing and measuring it, 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 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 to a profit center? First, by identifying the right KPI’s. Then, by measuring your ROI against those KPI’s 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? By gathering the right people, you can ensure that you understand what KPI’s are important to their business objectives. Identifying these KPI’s is a key to measuring the ROI.
- What solutions areas align with the business challenges? Example: If you are a sales focused contact center you are 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 KPI’s. 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 KPI’s 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. Don’t be left behind.
AVDS is a Contact Center consultancy skilled in Contact Center Design, Professional Services, Custom Application Development, Network Security and Communications. We would love the opportunity to discuss your complex business challenges. From strategy and technology selection to management and measurement, our end-to-end services support you in every area of CX.
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