Talkdesk and Ytica Uncover the Power of Contact Center Analytics - Talkdesk - ContactCenterWorld.com Blog
What you can’t measure, you can’t improve. That’s what Ytica CEO and Founder Simon Vostry says about contact centers and he’s absolutely right. When Talkdesk expanded its product offering with AppConnect, one of the most critical areas we wanted to address for our customers was analytics.
Measuring your activity is the first step to improving the way you treat your customers. To discuss contact center analytics and how your team can use them to treat customers better, we invited Simon to co-host the Uncovering the Power of Reporting and Analytics webinar with us earlier this week.
To begin, we covered some of the reasons that companies should start tracking contact center analytics. According to ICMI, 40% of contact center leaders struggle to identify and measure KPIs, which is unacceptable. With today’s demanding customer expectations, personalized service through intelligent contact centers can be a huge competitive advantage. More than half of all customers would switch brands to a better service experience or more personalized communication. This is a great opportunity for companies willing to put in the effort to make the most of their customer interactions.
In order to turn a contact center into a differentiator, you have to track progress. To track progress, you have to determine which contact center analytics you’re going to measure. To help with that, Simon offered 10 key contact center analytics that companies should be tracking:
- Handling Time & Experience Time — from any company’s perspective, it’s simple math: the shorter the handle time, the more issues an agent can resolve in a day. From a customer’s perspective, a contact center should be minimizing the time and effort that customers have to spend on issues. For both metrics, shorter is better.
- Wrap-up Time — This is part of handling time, but it’s important to look at on its own. Contact centers should be focused on streamlining this part of the process because it’s not customer-facing.
- Abandon Rate — When your customers can’t reach you, you can’t help them with issues and you lose business. It’s that simple. Lower abandon rates mean more customers are getting their needs met through the contact center.
- Speed of Answer — Put yourself in the customer’s shoes: they’re calling to talk to a person not listen to hold music. For the company, it’s more productive, too. A contact center that answers calls quickly resolves the customer’s issue faster as well.
- Productivity — This will vary for each contact center, but in general, you always want your contact center agents spending as much time as possible in the “on a call” status. This contact center metric also helps identify the truly heroic agents who are going above and beyond for callers.
- Handled Call per Hour — This is as simple as it gets. It doesn’t matter whether you’re looking at inbound or outbound, this is a very basic indicator of contact center activity.
- Customer Satisfaction — This is probably the most important metric to track. The purpose of a contact center is to satisfy customers, so track CSAT. As technology improves, the barrier to measuring this metric lowers, meaning there’s no excuse for not tracking. Better yet, look for positive correlations between CSAT and other metrics so that you can learn more about what your customers really want.
- Conversation Discovery and Effectiveness — This metric is related to speech analytics and insights gained from analyzing the actual conversations. For example, you can learn whether agents are complying with best practices or legal requirements. You can also see if they are saying company-approved phrases. Put some thought into what you want to analyze. The options are endless.
- Silence & Cross-Talks — Like number eight, this metric involves the use of a advanced speech analytics, however it highlights which agents are keeping a conversation flowing and which agents are experiencing multiple episodes of silence or cross-talk on calls. The latter isn’t helpful for solving customer problems. Worse, silence and cross-talk often leads to frustrated callers.
- Cost, Revenues and Profit — Everything comes down to dollars and cents. While a contact center exists to satisfy customers, it can also create financially lucrative situations for the company such as upsells, extended contracts and referrals. So it’s important to track how changes in contact center operations are impacting your bottom line.
To learn more about these metrics and how easily you can track your contact center analytics, view the entire webinar with Simon. To get more information about Ytica and even start your free trial, click on the button below.
Publish Date: September 1, 2017 5:00 AM
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