Contact center analytics refers to the tracking of targeted data points surrounding things like agent performance and customer satisfaction. With this data, businesses can assess the efficiency of their contact centers and determine the impact they have on company growth.
To manage this process, many modern business owners rely on software or an online subscription service that gives them access to a variety of tools that can both measure and improve upon specific organizational goals.
By regularly reviewing the metrics that are relevant to your business, you can identify areas of strength and weakness in your customer service approach—thus empowering you to make calculated adjustments toward reaching your short and long-term objectives.
Call recording is one of the most basic analytical tools, helping contact centers gather vital data about agent performance and customer behavior. Today, many leading Voice over Internet Protocol (VoIP) providers offer call recording in addition to some advanced solutions that measure and support nearly every aspect of business—from identifying missed sales opportunities to ensuring adequate staffing during busy seasons.
Bolstered by the development of Artificial Intelligence (AI) and Machine Learning (ML) technologies, the range of analytics capabilities has also expanded from rudimentary call recording to more involved contact center features like chat, email, and SMS. Predictive analytics, for example, uses past data to forecast periods of increased contact or to determine the most common customer issues. Such insights can help shape staffing decisions and create more personalized approaches to agent training procedures.
Similarly, voice and speech analytics build upon the power of AI and ML to track emotive and conversational metrics such as keywords, phrases, and tone of voice. Companies can review this data both in real time and in long-term retrospect, which is good for identifying trends that can help companies improve their problem-solving scripts, chatbot implementations, and online knowledge databases.
With these online analytics tools at your fingertips, you can spot a wide range of problems before they arise and stay one step ahead of your competitors. You can also focus your approach on troubleshooting existing issues, including:
1. Low Self-Service Usage
When customers are given the tools to resolve small problems on their own, they are often much more satisfied with their experience. Not only that, but they also free up time for agents to address more complex issues that a customer can’t solve alone.
By choosing a software solution that offers self-service analytics, you can collect and review key performance indicators (KPIs) on all of your available service channels.
This will give you insight into the following:
- How helpful or unhelpful are your customers finding your online articles?
- How many customers engage with your chatbot and still end up contacting your agents afterward?
- Behavioral trends on individual channels.
- Meaningful language patterns and high-relevance keywords.
When evaluating the results, keep an eye out for phrases and responses that persistently lead customers toward negative outcomes, such as abandoning the conversation or using language that indicates frustration. This can help you find out if your chatbot seems impersonal and unsympathetic or doesn’t offer a means to contact a human agent when it’s necessary.
Remember to continue tracking even after addressing concern areas.
2. Multiple Abandoned Conversations
Sometimes, a customer will leave a chatbot or SMS conversation due to interruptions beyond your control, like a bathroom break or another incoming phone call. Nevertheless, if you’re seeing many unresolved or abandoned conversations across one or more service channels, it could signal a problem with your approach.
Omnichannel analytics will help you get a sense of where your problem lies. For example, if one channel seems to perform better than others, that gives you a starting point from which to compare what’s working and what isn’t. Analyze the interactions, looking for potential correlations between a certain action or dialogue and customer departure.
If you have a high abandonment rate, one reason might be that your contact center takes an impersonal approach that isn’t resonating well with customers. Perhaps your discussion flow isn’t providing the information customers need or consistently sends people to the wrong places. Whatever the cause may be, analyzing and comparing your channels can help highlight any missing aspects.
3. Frustrated Customers
It’s much easier to assist and maintain a relationship with a satisfied customer than to rebuild a relationship with a customer who is unhappy. In many cases, frustration is preventable with a responsive and well-designed customer service flow.
You want a contact center that can reduce wait times, provide helpful answers, and ensure that your customers feel heard. If adequate staffing is part of the issue, consider an analytical approach with heatmap tracking of high-volume contact periods.
If you notice that a sizable number of customers grow frustrated during their interactions with your team, it may be time to look deeper into the data. Advanced speech, voice, and text analytics help us get a sense of the chokepoints where customers lose patience. Based on elements like the tone of their voice or the words they type into a chat pop-up, we can get a better sense of their emotions and identify when something isn’t right.
You may not have control over every customer’s mood, but you can support a better overall outcome. Look to compare the conversations that end happily with those that don’t, searching for keywords or phrases that lead to success versus frustration. Use that data to amend a particular channel that appears to be lagging, and make incremental improvements over time.
4. Lots of Call Tickets
You want customers to utilize all of their relevant self-service options before contacting your team so that you can make the most efficient use of your staff’s time. A higher-than-usual volume of phone calls may suggest that your self-service and alternative contact options aren’t very helpful. If so, it may be time to take a closer look at your other channels.
Cross-channel analytics can help you see where your performance is weakest, highlighting where customer engagement is low. A look at your interaction analytics can also identify larger trends and customer behavior, such as visits to your social media accounts or company website. Users may be searching for answers on these platforms and resort to a phone call when they can’t find what they’re looking for.
Be sure to mine for data in your calls by using text, voice, and speech features that can extract the most common questions and problems. Make this information useful on your other channels and provide helpful answers where customers first seek them out.
5. Low Customer Retention
If you’re losing a high volume of customers, looking at your customer satisfaction (CSAT) survey data is a great place to start. Search for areas where you are performing poorly or excelling, as this information will help you lean into your strengths. Text analytics can also help you zero in on the more common reasons for customer dissatisfaction, giving you an idea of where to make adjustments.
By analyzing interactions across various channels, you can identify where most of your customers are heading first. Choose one channel to begin with and focus your efforts on creating a supportive problem-solving process for the thorniest issues. Then, if possible, apply what you’ve learned to improve your other channels as well.
6. Multiple Points of Customer Contact
Some users feel comfortable reaching out across various channels, and when they do, it may be because they aren’t feeling adequately supported in their search for a solution. This can also mean that they are growing more frustrated.
With cross-channel analytics, you can glean insights into where customers are choosing to abandon their conversations the most. Such information can prove helpful in adjusting your weakest channels. This can be a good starting point for providing more helpful service.
7. Low Customer Satisfaction (CSAT) Scores
Low CSAT scores can hurt your bottom line and long-term growth, driving away potential business. Once again, it’s far easier to keep a satisfied customer than to win back an unhappy one, so fixing any gaps in quality service is essential to overall success.
Fortunately, many analytics solutions come with real-time customer survey builders, as well as features to gauge the success of your efforts. This can be key in understanding where things are going wrong.
If you run a survey, try to set it up so you can identify where customers are encountering problems the most across all of your channels. See if there are any patterns to the kinds of issues they experience and the channels where they can’t seem to find resolutions.
Keep in mind that although you can manually review data such as post-service surveys, call or chatbot abandonment rate, and the opening of a service ticket after searching your available FAQ resources, predictive analytics can also help you discover any gaps where sales can be optimized—further personalizing the customer journey.
8. High Rates of Agent Burnout
With a turnover rate of nearly 50 percent, contact center managers already spend a great deal of time addressing staffing concerns. At the same time, keeping agents engaged and challenged—but not overwhelmed—is key to maintaining a strong, happy team. You’ll want to ensure that your agents are well-trained and prepared, as this plays a big factor in their longevity.
Speech and voice analytics can also be useful for pinpointing problem areas in an individual agent’s capabilities. By reviewing specific problem areas, you can find out whether an agent needs support in things like navigating the software, managing customer emotions, and finding answers more easily.
Some modern analytics solutions even offer a built-in gamified training approach that addresses issues as they arise.
Lastly, you can also use predictive analytics to help ensure proper staffing during high-volume time blocks. This can seriously affect the agent and customer experience during those otherwise stressful times.
9. Maintaining Quality with a Remote Staff
Remote working environments can make it challenging to ensure consistent performance across all agents. Monitoring CSAT scores is a helpful way to watch for issues from afar, along with real-time transcription features that notify managers of potential knowledge gaps and areas of low performance.
Metrics such as Average Handle Time (AHT), hold time, and transfer rate are also useful success indicators—but keep in mind that an individual agent’s approach isn’t the only variable contributing to these numbers.
When used well, some transcription services can flag a conversation when sentiments are growing heated, alerting managers to problems as they occur. Similarly, keyword-enabled assist features can enable you to create pop-up messages with solutions to common problems, supporting agents in offering the best possible customer service.
Choosing the Right Solution
If you already have a sense of where your business needs the most help, you should compare your available analytics options by the built-in features they offer that will help you the most. Next, you should also consider aspects such as your budget, team size, and specific organizational goals for the future.
Keep in mind that these are only tools intended to gather information—it’s up to you and your leadership team to identify the relevant patterns or connections that will help you make the changes that will lead to better performance and more growth.