Harnessing Business Intelligence in Contact Centres

Artificial Intelligence will not replace contact centres alike but it aims to work seamlessly with the existing call centre technology to enhance the platform.

Posted by Author 8 months ago

In order to improve in the customer service competition, a business should know where and how to improve. Handling contact centres environments need attention, time, and necessary information to grow. With the tools available, strengths and weaknesses of an agent are being displayed in real time. Even though automation has been widely available, contact centres should still be able to understand the data it finds, INOVO CEO Wynand Smit said this can really help.

In order to improve in the customer service competition, a business should know where and how to improve. Handling contact centres environments need attention, time, and necessary information to grow. With the tools available, strengths and weaknesses of an agent are being displayed in real time. Even though automation has been widely available, contact centres should still be able to understand the data it finds, INOVO CEO Wynand Smit said this can really help.

"What technology companies tell you vs. the realities of operations is vastly different. As a former manager of a financial services contact centre, I really found it challenging to manage an environment with so many variables outside of my direct control - especially without proper metrics and data. Human behaviour also has such a direct impact on the cost of sale, cost of collections and the customer experience," Smit said.

"Businesses have long-used metrics to measure their contact centre operations - in a customer service environment, this could include number of calls answered, the percentage of calls answered within a certain time frame, or length of call. Surprisingly, many contact centres are yet to actively measure first call resolution, or even track service levels across multiple channels and touch points."

Data is hard to understand since it sometimes appears as its own language. Moreover, humans can only interpret a certain amount of data. That is one of the reasons why a digital dashboard is important. A digital dashboard can show different types of data obtained from the business itself or even from customers. Having the ability to keep track of patterns and trends and using this as basis for the next decision is important.

"If you put yourself in the position of your customer, it becomes easier to understand how the metrics can go wrong. Let's say the customer has had to speak to three different agents to resolve an issue, and they are only asked for feedback after closure of the interaction. Are customers rating their experience with the last agent or the customer service provided by the business? Is this data being used by the business to measure customer satisfaction or the agent's performance? It makes it impossible to gain valuable insights if the research design is flawed," Smit said.

"Operationally speaking, you need to analyse what the desired results of measurement are, and then tackle all of the touch points or processes that lead to those results. Attention must be paid to extraneous variables or anything that could have a confounding or negative impact on the desired result. It's not always about the technology that's in place, remember that humans are working with systems and processes - it often comes down to understanding relationships between data, and using this to deliver positive operational and strategic outcomes for a business."

First of all, not having any information on your own strengths and weaknesses is already a formula for disaster. Second, not having the right tools to read data regarding metrics is damaging for the businesses, since this is where you will get information on how effective you are as a business and which points you need to improve on. Lastly, not having an open mind to make a step from traditional to digital or making a change will not let you experience what the first two has to offer for the business. Have a team who knows how to workaround various technological tools and ongoing trends that can help the business make smarter decisions and better campaigns, and Global TeleForce has contact centre outsourcing with trained agents and team leaders to make your contact centre deliver better service. For interested businesses, call 02-6571872 / +61 419 200 663 or email enquiry@globalteleforce.com.