How insights gleaned in the contact centre can impact the entire organization

Contact centres connect companies with clients, but buried beneath phone calls and email messages is a massive collection of data. This data is extracted through interactions with both customers and prospective clients. Not only is this data helpful when working with existing clients, it can also be turned into actionable data that can be processed and analyzed.

Extracting contact centre data

Data is gathered through email, social media and various business applications used by contact centres. This data is valuable and can be further analyzed with the end goal being a thorough target market understanding. One example of how contact centre data can be analyzed and processed is by looking at how long customer service agents keep clients (both current and prospective) on the phone.

The idea behind analyzing call length data is to find a sweet spot. While cutting down on conversations is no longer the goal for most contact centres, finding the right length of time is. There is an average time that customers want to be kept on the phone, and this varies from business to business.

By looking at the average length of a client phone call, contact centre analysts can determine whether or not calls are too long or too short. Analyzing and applying this data properly can cut back on client dissatisfaction and help build longer lasting client relationships.

Speech analytics and big data

Telax collects a vast amount of big data for clients. Based on that raw data, wait times and handle times can be determined. Further, this data can provide companies with information about why customers are calling, customer preferences, customer behaviour predictions, the opportunity to identify and uncover new products and services based on call interactions, and various other details that result in a well-rounded experience for both clients and companies.

Not only can a company collect information during calls and use that data to determine whether or not a call is long enough, but companies can also increase employee efficiency by learning how and when to cut back on call time. Based on this data, employee training can be more cost-effective and targeted. Numerous options are available to improve caller wait times including scripting tools and agent evaluations.

Larry Brown, Telax’s manager of product development, defines call metrics (and the opportunities this data provides) as, “…an important metric that accomplishes two tasks. The first is to help a contact centre manager define what the ideal interaction/handling time is. The second is to allow comparisons in order to benchmark a set by other criteria.”

Data that includes recordings, transcripts and other information can also help identify opportunities to cut down on interaction handle time. Another method of reducing wait times is introducing self service options within an IVR… queue call volumes are reduced allowing for shorter wait times.”

Contact centre data can also be used to increase sales.

Increasing sales by analyzing contact centre data

Social media platforms provide an excellent example of how companies could be increasing sales through data collection. Platforms like Twitter and Facebook are the preferred means of communication for Gen Y, yet six out of 10 contact centres do not have any social media presence.

Aside from the fact that Gen Y clients will automatically look for a social presence, companies that do not use social media as a means of communication are missing out on an abundance of data.

Some of the data that can be extracted from social media include:

  • Best time of day to reach out to clients
  • Age, location and interests of prospective clients
  • How client issues are handled by contact centre staff
  • Speed of contact centre responsiveness
  • Understanding what customers want and expect

That information is far too vital to pass up. It’s also information that can help companies re-target products and services with precision resulting in increased sales. Social media is just one aspect of how data can be analyzed and used to increase sales. Others include contact centre phone recordings, responses to email templates and a closer focus on all customer relations.

Data gathered through these means can also reduce the amount of time companies spend on resolving contact centre issues. Los Angeles County is a great example of how big data analysis gathered during client interactions can reduce costs while also building a better customer experience.

Los Angeles County Fair Association Facilities Services Manager Richard Rodriguez found that “after gathering data based on client wait times, we were able to better understand why some clinics are performing at higher rates than others. The data that Telax has provided also gave us the information we needed to manage staff that was underperforming—solely based on numbers.”

In the case of Los Angeles County, the data collected by Telax not only cut back on client wait times but also gave the county the information needed to eliminate staff that was costing the county time and money—a big savings for the county.

Contact centre data can be collected, analyzed and applied to any government or industry with the end result being better customer relationships, cost effectiveness and improved internal perspective. Not using contact centre data (or not understanding how to collect and analyze this data) wastes time, money and the opportunity to understand clients better.

Raw data is an essential part of customer relationships, employee retention, and evaluation and bringing company customer service to the forefront of thought leadership.

This article original appeared in the August 2016 issue of Direct Marketing.

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Fahad Muhammad

Fahad Muhammad

Fahad Muhammad is director, marketing and brand strategy for Telax ( The cloud contact centre solution company helps service providers expand product offerings, enhance their competitive edge and create powerful and lasting relationships with current and future customers.

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