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Industry Research : Contact Center Analytics Improves Overall Customer Experience
In rapidly changing business environments under increasingly uncertain economic conditions, enterprises face the mammoth task of balancing revenue growth and maximizing profitability while simultaneously upholding service quality, efficiency, and effectiveness.
As more companies aim to use excellence in customer service to differentiate their brand in the marketplace, there is a strong focus on the customer experience. Customer interaction analytics tools can offer enterprises the requisite insight to achieve such goals.
Contact center analytics, broadly categorized into performance analytics (PA) and customer interaction analytics (CIA), is a means of capturing the nuances of a burgeoning movement in centers to express their operational results in terms of overall business objectives.
"The Asia Pacific contact center analytics market is well set to grow at a CAGR of 13.8 percent to reach US$159.8 million by 2018 due to excellent growth drivers that are present in regional markets," said Krishna Baidya, Research Manager for ICT, Frost & Sullivan Asia Pacific.
He added, "With cost effectiveness being one of the key parameters for Asia Pacific contact centers, they will continue to pursue solutions that are likely to offer increased savings and a competitive edge. Contact centers across the region will continue to invest in optimizing their operations, resulting in a strong demand for workforce management (WFM) solutions and performance analytics tools."
Contact centers across Asia Pacific markets currently support multiple customer interaction channels, including telephony, email, social media, and the Web, as they look to integrate these channels into a contact center with a holistic view of the customer and the interaction.
"At present, customer satisfaction rates for many cross-channel experiences are poor. Multi-channel analytics will prove to be critical in determining where improvements can be made and will impact the customer experience," Krishna added.
The ability of the newly available contact center analytics to work with unstructured as well as structured data enables companies to transform their quality assessment and monitoring processes and enhance customer experience.
"Analytics applications are compelling because they deliver positive benefits, such as reduced costs and increased revenue, while improving the overall customer experience," said Krishna.
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, June 3, 2013