With more and more work in contact centers being done by non-voice accounts, customer interaction analytics are more valuable now than ever before. Programs such as those offered by Impact 360 monitor and analyze communications between customers and contact centers via phone calls, social media, e-mails, and online chats.

Customer interaction analytics provide a wealth of information about a contact center’s customers, workforce, and the effectiveness of its current system. In doing so, it highlights a call center’s strengths and weaknesses, information that is crucial to improving both customer satisfaction and efficiency in the workplace. Below, we’ll discuss four ways that customer interaction analytics can benefit your contact center.

1. Offer greater insight into customers’ needs.

Customer satisfaction is extremely important in contact centers – or any business, for that matter. Customer interaction analytics identify common needs, wants, and problems as they occur, allowing contact centers to plan ahead and train their representatives accordingly. This facilitates interactions between employees, customers, and automated services, increasing the numbers of first-call resolutions and improving overall customer satisfaction.

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2. Provide a better understanding of your current system.

In contact centers, customers often interact with automated systems more than they do with people, especially with the growing use of non-voice accounts. In some cases, this may be the only contact they have with your company, so it is important to make your system easy for customers to navigate. Customer interaction analytics monitor these exchanges, gathering and organizing valuable data in order to facilitate and improve customers’ experience with automated systems. Contact centers can then utilize this information to retool their systems according to their customers’ responses.

3. Identify popular services and products.

There will inevitably be certain items and services that customers will like more than others. Customer interaction analytics gather data in order to identify the most popular products and services among your customers, giving you a better idea of what they really want. This information can be used to plan promotional deals, advertising, and employee training, allowing your contact center to make the most of its time and money. In addition to recognizing current tendencies, customer interaction analytics are able to identify emerging trends, enabling your contact center to stay one step ahead of the competition.

4. Train workforce according to the newest and most accurate data.

Your representatives are the face of your contact center. Their knowledge, training, and interactions with customers embody the guiding principles of your company, so it is important to have an informed and capable workforce that is in touch with customers’ needs. Customer interaction analytics identify current and emerging trends among your clients, allowing contact centers to train and re-train their employees as trends and technology change. Well-trained employees will often have a positive effect on many different aspects of a call center, including: increasing the number of first-call resolutions, cultivating clearer and more meaningful interactions between customers and employees, and improving overall customer satisfaction.

Combined, the data collected by customer interaction analytics provides invaluable insight into communications between customers and contact centers.