Analytics MARKET REPORT
“With more focus on customer experience, organisations are turning to call recording, quality
management and analytics to improve the quality of conversations.”
Ian Bevington, Marketing Manager at Oak Innovation
Are you measuring the right data?
Geouffrey Erasmus, CTO, Awaken
“Many organisations struggle to fully understand what their data
is telling them, and more importantly, they often fail to measure the
inputs or variables that truly have an impact on their business.
For example, you may be measuring agent performance metrics
such as call handling time, speed of answer and admin follow up,
but does this really represent the value they are delivering or even
the objectives of your business? The ICMI survey reports that 63%
of contact centres collect data on customer satisfaction following
an interaction, but only 48% actually use this information to
implement improvements.
Additionally, many businesses are still failing to cater for
customer contact on all relevant channels. Most call centre
operators are already monitoring customer support enquiries
through email, chat and SMS, and collating this data to create
a picture of common support enquiries. But don’t forget that
external channels can also have a signifi cant infl uence. Customers
often post enquiries and complaints on companies’ social media
channels and if not managed properly, this can quickly escalate
into a widely shared issue which is detrimental to your business
reputation.
Organisations need to defi ne the metrics they measure in line
with their business objectives. It may be important to streamline
processes and minimise costs, but if this comes at the expense
of customer satisfaction, it will still hurt your revenues. Gathering
data from all relevant sources and pulling it into a single location
will enable you to quickly generate reports from across the entire
business, whenever they are needed. This approach will not only
provide a holistic end-to-end view of your operational processes,
it will help you to discover trends in complaints, customer
satisfaction, and any product issues over time, or even identify
new revenue opportunities. Armed with this deeper insight, you can
anticipate changing customer needs and ensure all processes are
streamlined, and all areas of the business are better integrated,
to work in unison to deliver a seamless, excellent customer
experience.”
running the risk that a prospect
will take advice and place their
business elsewhere. In order
to succeed, channels need to
develop an e cient discovery
process and establish a reputation
for delivering solutions with a
clear ROI.”
Monetising Analytics
How can playing in the market
be successfully monetised?
Partners will be asking
themselves if this is a professional
service they can supply or is it
>
is important and how it can
be leveraged, and presenting
it visually to make informed
decisions. Resellers that work
collaboratively with their
customers to determine what’s
most important to them, and
can relate analytics to business
performance, and indeed
business strategy, will nd it
much easier to pro t.
For example, applying
business service levels and
performance targets to call data
turns ‘unmanageable data’ into
critical business insights, relevant
to speci c individuals, teams,
departments and indeed across
the whole business.
Informed decisions not only
facilitate agility in uncertain
economic times, but also enables
businesses to prepare for the next
stage – whether it be returning
back to ‘business as usual’ or
moving forward as a leaner but
stronger business – with more of
a competitive edge.”
Tony Martino, CEO of Tollring
The current landscape
e COVID-19 pandemic has
seen call volumes go through the
roof for certain market verticals.
It has never been more essential
that contact centres measure the
right metrics to ensure a quality
and e ective service.
Ian Bevington, Marketing
Manager at Oak Innovation,
commented “Traditional
quantitative contact centre
metrics can discourage customer
engagement. With more
focus on customer experience,
organisations are turning to call
recording, quality management
and analytics to improve the
quality of conversations. ese
solutions can also help to
manage compliance by agging
up adherence to policy failures.
Once the domain of large
contact centres, speech analytics
is now accessible to small contact
centre operations.
e COVID19 pandemic
will change the way some of
record | report | integrate
us work forever. Analytics is a
vital business tool within highly
distributed businesses, helping
managers to monitor activity,
improve resource utilisation and
uphold service levels.
How can playing in the
market be successfully
monetised? Is this a professional
service the channel can supply
or is it more likely to land in the
laps of MSPs?
Traditional comms channels
have struggled to charge for
professional services, sometimes
Get calls answered,
capture new phone numbers,
protect your reputation
for healthcare
oakinnovate.com/healthcare 0800 9889 625
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