Contact Centers Improvements Reach Beyond Availability
The contact center is so much more now than just a help desk. There is an increasing amount of information being created on a daily basis, and customer service employees need to have access to more of it every day in order to do their jobs efficiently. This is true of staff members and managers alike. With this in mind, more businesses are turning to new advantages in the form of data analytics technology.
"To find efficiencies and improve the quality of customer service being offered, many organizations are turning to analytics to find in-depth intelligence into operations that the human eye may be incapable of spotting," wrote TMCnet contributor Tracey Schelmetic. "Increasingly, this is being done at the desktop level, where complex work days full of tasks can be analyzed to see how employees are interacting with an organization's technology."
In that sense, contact centers need to be just as enabled by and connected to data centers in the same way that the rest of the company may be. Customers generate vast quantities of information on a daily basis, and being able to leverage metrics like call history and past purchases can make all the difference when trying to build strong client relationships.
Analytics play a strong role in improving contact center operations on a number of levels. Having access to the information created by both the company and the patrons who frequent it can ultimately optimize daily practices across the board.
Unifying Resources Streamlines Management
According to Schelmetic, the number of programs and resources that have to be utilized at one time by the average customer service employee can be copious. Part of solving this issue comes in obtaining the right technology and coupling it with analytical call center software.
Schelmetic feels that this kind of functionality can be particularly beneficial when determining the forecast and schedule for the contact center. Not only can individual customer interactions be improved by new technology, but how the department is managed, in general, can be greatly benefitted. This, in turn, bolsters service capabilities in itself.
"Improving the accuracy of the forecast, and therefore the schedule, should be the goal for all contact center managers," Schelmetic wrote. "The information gathered can then be used to build more realistic schedules that account for all activity, call and non-call. By having a better grasp on how agents interact with their desktop environments to perform daily tasks, contact center managers can go a long way toward improving productivity, prioritizing customer support quality and find-tuning best practices."
Identity And Access Management Improved By Analytics
Security is a tantamount concern for modern enterprises. Those involved with defense of company systems have to worry about issues like malware and phishing schemes. The number of information breaches that end up in the news serves as a reminder that there is a constant threat of cybercrime in the present day.
The methods by which many organizations do this can be complicated and time consuming. Identity and access management, in particular, has proven to be difficult for countless businesses.
But Contact Center Analytics Review contributor Susan Campbell wrote that security teams are finding success by using customer service metrics to better monitor employee behavior. By understanding how staff members use the system, it is easier for those in the IT department to identify potentially-criminal activity.
"IAM enables the better management of privileged users so the right people have the right access to the right tools," stated Campbell. "Within large organizations, there is often a wide variety of privileged accounts by network, application, storage and even administrators. With analytics, decision makers can get their arms around this plethora of information and create rules to trigger the right alerts for proper management."
Contact Centers And Data Centers Need To Be Harmonious
For all intents and purposes, an organization's customer service wing should be considered an extension of its main servers. Contact centers are the receptacles for scores of information that can be leveraged all over the company and for countless reasons.
From improving the relationships that occur between callers and representatives to taking a closer look at normal network activity, data analytics can be applied to a number of issues that have risen over the course of normal practices.
Because of this, more organizations have to take stock of their current customer service capabilities. Campbell believes that this is happening with many businesses on a frequent basis. In light of this, companies should not wait to be passed up by their competitors before investing in modern necessities.
"Assessing your current contact center processes is a common activity, ensuring the programs you have in place are driving the results you want," Campbell wrote. "In today's environment focused on big data and the security of that data, contact center analytics is taking on a whole new personality."