Understanding Why - Liquid Voice - ContactCenterWorld.com Blog
Most high-volume, low-value transactions have now been taken out of the call centre by self-service. While this is great news both for the customer and for the call centre, it’s got a flip side: it makes the remaining calls harder. Harder to define call categories, harder to achieve first call resolution, and harder to meet Customer Experience expectations.
So that means we have to work harder to ensure we understand why our customers are calling us.
If we don’t analyse why our customers are calling then it’s impossible to achieve Workforce Optimisation where we make available the right number of agents, with the right skills, at the right times and on the right channels. Get any element wrong and customers will walk while you also incur higher costs through overstaffing.
Analytics has come a long way since it first hit the market. The big vendors were too early to market and didn’t deliver on expectations. But now it’s ready for prime time. My own view is that while the global market today is worth £275m, the UK market is growing at 20% per annum as it makes up for under investment in recent years.
The Contact Centre managers I speak with cite consistent reasons for their investment in Analytics – identify and fix broken processes, identify & manage complaint calls, manage compliance and harvest customer insights. In the past, these could all be achieved by process improvement teams and quality circles but the growing diversity in the types of call that agents have to deal with has led Contact Centre managers look for technology solutions to help them.
Speech Analytics is their preferred solution in these circumstances. Time and again when they are asked what they see as investment priorities, Customer Experience is at the top of the list with Speech Analytics quoted as the most effective enabling technology in helping Contact Centre managers to understand why customers are calling.
But there is still a lot of Speech Analytics shelfware out there – instances where the bigger vendors over sold the software but didn’t manage to generate the user adoption that is needed to make the solution stick. It hurt the call centre and it also hurt the resellers who were stuck between a disgruntled Contact Centre manager and a vendor who didn’t want the bother of it all.
So Contact Centre Managers and their preferred systems integrators are now working with more dynamic and creative vendors who understand the technology and have the flexibility and the agility to make Speech Analytics live up to its promise.
To find out more contact us on 0113 200 2020.
Publish Date: July 22, 2014 5:00 AM
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