Senior Writer: Naina khare
Looking to manage your call center and improve customer experience efficiently? If yes, call center analytics can be a game changer for you.
Call center analytics give you an in-depth 360-degree view of call center operations, customer satisfaction, and agent performance. This makes it easier to spot inefficiencies and trends, be proactive, and stay competitive.
Also, companies have reduced their call handle time by 40% and enhanced conversion rates by 50% using advanced call center analytics. Sounds lucrative, right?
Well, that’s exactly why we have curated this guide on call center analytics with its benefits, types, pros, cons, and features. We have also covered how call center analytics impact customer experience. Let’s get started!
What is Call Center Analytics?
Call center analytics is the process of collecting, tracking, and evaluating call center data accurately and easily. Doing this enhances customer experience, agent performance, product performance, and customer service.
Call center analysis gives you actionable insights that empower you to make data-driven decisions. When these insights are complemented with exceptional strategy, operational efficiency and customer loyalty are bound to increase.
"Despite the fact that a CCaaS can give you basic insights, you must still invest in a call center analytics solution. Because the kind of insights call center analytics gives about call center operations, customer engagement, and agent performance is incomparable. And when advanced analytics features and strategies come together, sales, customer satisfaction, and operational efficiency are bound to skyrocket."
Today, call center data analytics software are capable enough to alert and notify you of any issues in real time so that you resolve them before it’s too late. It allows you to leverage the benefits of artificial intelligence, multiple call center performance metrics, custom dashboards, and customer behavioral predictions. It can also furnish automated, customized, and shareable reports with in-depth information about critical KPIs.
Benefits of Call Center Analytics
Call center analytics insights are crucial for your business’s success as it makes you aware of your call center’s strengths and weaknesses. With this information, you can improve your operations for good.
Here are 5 other benefits of call center analytics:
1. Enhanced customer experience
Contact center analytics solutions collect and analyze customer interaction data–customer behavior, feedback, satisfaction levels, and more from different sources. This gives deep insights into customer expectations and enables you to build strategies to fulfill them effortlessly.
Doing so is extremely important as 48% of customers turn to competitors if they receive better customer service from them. Customers will remain loyal when you deliver an enhanced customer experience, boosting sales significantly.
2. Improved agent performance
Call center analysis gives agents data-driven insights into customer interactions. This way, agents know what’s working and what’s not. They know exactly what scripts are performing well and areas they can improve.
Also, analytics provides agents with tools to streamline workflows and deliver the best customer experience. Furthermore, contact center analytics provides real-time agent progress so managers can correct inefficiencies or provide timely assistance to improve performance.
3. Better workforce management
Poor workforce management has costly consequences. To avoid them, contact center analytics is the way to go. It enables you to track multiple key metrics to optimize your workforce. Here is how typical analytics solutions manage the workforce better:
- Gauge rush hours or peak call times so that there are no staffing inadequacies
- Spot special customer interactions that need specific skill sets, so you are prepared with an agent who can handle them
- Calculate and report average call handling time so that your call center never runs out of call center agents when call volumes rise
- Report call volumes so you can determine agent requirements accurately
When you have these metrics, you’ll always be able to equip your center with the required staff, enhancing workforce management.
4. Focus on relevant call center metrics
Call centers can easily track dozens of metrics that may or may not be important for your organization’s kind and size. And monitoring the metrics you don’t need will only lead to confusion and inefficiency.
Here’s when the call center analytics’ customizable dashboards come into the picture. They allow you to monitor only relevant and contextual KPIs. With these KPIs, you can make informed decisions, proactively spot and follow trends, get custom real-time alerts, and more.
5. Higher sales
Call center analytics can significantly boost your sales as it is adept at identifying customer behavior patterns. It can provide relevant insights into how agents can engage with customers for increased sales and retention. Remember, 96% of customers consider customer experience a defining parameter before being loyal to a brand (adding to its sales).
Enhanced customer experience allows you to upsell and enjoy the benefits of word-of-mouth marketing. All of this combined skyrocket your sales.
Pros and Cons of Using Call Center Analytics
Now that you know the benefits of call center analytics, it’s time to understand its advantages and disadvantages to make an informed decision. Let’s dive into them one by one:
A. Pros of Call Center Analytics
These are the following pros of call center analytics:
1. Quantifies Data
Call center analytics turns information, like customer attitude and agent responsiveness, into numbers. This makes the data capable of being tracked. It also enables you to draw conclusions and derive meaningful insights.
2. Data-Driven Decision Making
Data-driven decision-making is a major advantage of using call center analytics. When you have customer behavior and agent performance data, you can instantly spot positive and negative trends. You can leverage this data to train agents, improve performance, and deliver better customer experiences.
A major advantage of call center analytics is that it comes built-in with cloud contact center solutions, so you don’t have to make much effort to get started. For instance, you don’t need to learn SQL to create or configure your database or rely on crystal reports to create reports/dashboards from multiple data sources.
B. Cons of Call Center Analytics
These are the following cons of call center analytics:
1. Misleading Data
Agents can misleadingly modify call center analytics to their benefit. For instance, agents may cut the calls short intentionally to achieve high query resolution rates. These acts hinder the accuracy of the data and ultimately result in wrong decision-making.
2. High Quantitative Focus
Another major drawback is that call center data analysis focuses on quantitative rather than qualitative elements. For instance, the metrics show a longer resolution time, but it may be because agents have spent time going to the root cause of the problem to solve it for the customer. From an analytics point of view, a long resolution time is not great, but in reality, that’s what will eventually increase customer satisfaction.
How Does Call Center Analytics Impact Customer Experience?
Call center analytics integrates customer-agent interaction data from multiple sources to give you a detailed insight into customer behavior, likes, and pain points. When you analyze this data and create strategies to combat dissatisfaction, customer experience is positively impacted.
Let’s learn more about how call center analytics impacts customer experience:
- Monitors agent performance and identifies lacking skills so that you can train them. This way, they solve customer queries better and provide an enhanced customer experience.
- Provides you with insights into issues that can be solved without agent assistance so you can design more equipped self-service options. Such quick solutions via self service channels enhance customer experience.
- Furnishes in-depth information about customer interactions–preferences and behaviors so you can incorporate it into your strategy to deliver personalized experiences. After all, 70% of customers are more loyal to brands that give customized experiences.
- Tracks critical metrics like hold times, first call resolution rates, and call volumes to easily identify any issues–long hold times or high call volumes. To solve such issues, you might want to hire more agents and manage these metrics better, drastically adding to a great customer experience.
- Offers great insights into customer journey so you can modify your marketing strategies accordingly.
Types of Call Center Analytics
There are multiple types of call center analytics that cater to different areas of call centers. Each call center analytics gives you different kinds of insights. You must choose the ones that best match your business needs.
Here are 4 major types of call center analytics:
1. Interaction Analytics
Interaction analytics analyzes agent-customer interactions across multiple channels–social media, emails, calls, and web chat. This data gives detailed insights into the channels your customer base prefers and areas your business needs to focus on or has already aced. You can better train agents and enhance customer satisfaction based on these insights.
2. Speech Analytics
Speech analytics analyzes customers’ audio streams–voice calls, voicemails, interactive voice response (IVR) call menu and recognizes positive/negative or trigger keywords they use while interacting with your call center. This data can help you understand customers’ expectations to modify customer support and marketing processes accordingly.
Speech analytics leverages real-time transcriptions, AI, and machine learning. It is intelligent enough to pick slight changes in tone and store speech patterns to give actionable insights. Also, speech analytics can increase customer satisfaction by 10% or more.
3. Customer Surveys
Customer surveys are another strong well-rounded type of contact center analytics. They give insights into customers’ experiences-–query resolution and satisfaction levels. Not just that, customer survey responses help you gain information about product and agent performance. This information enables you to train agents and optimize products to increase customer satisfaction.
4. Predictive Analytics
Predictive analytics is a valuable type of call center analytics that can boost call center productivity by 60%. It uses AI, automation, and machine learning to forecast customer behavior based on historical/existing data.
For instance, different marketing strategies work for different stages in the customer journey. To know which strategy would work on a particular customer, you’d want to refer to their past interactions, orders, and phrases used during conversations. Here’s when predictive analytics comes in.
Call center predictive analytics determine the factors that affect customers moving down the funnel and then tell you the likelihood of a particular strategy succeeding.
Key Features to Keep in Mind while Selecting a Call Center Analytics Solution
Call center solutions must-have features that make critical call data available with a few clicks, regardless of your business size and type. Such solutions must be able to furnish call data essential for your call center and customer needs.
Here are 5 such features that you must consider while finalizing your analytics solution:
1. Real-Time Monitoring
This feature lets agents and supervisors get a detailed real-time overview of call center performance. It ensures that issues are immediately resolved, customers are satisfied, and managers support agents when needed during active calls.
2. Customer Sentiment Analysis
The customer sentiment analysis feature analyzes the customer-agent conversation to segregate certain keywords and phrases as positive or negative. It is of two types–historical sentiment analysis and real-time sentiment analysis.
3. Data Integration
The data integration feature of call center analytics software automatically pulls your CRM data (from Salesforce or Zapier, for instance) and integrates it with CX analytics and reporting. This gives you a more enhanced view of customer satisfaction, agent productivity/performance, and other details for agents to use strategically during phone calls.
4. Call Center Wallboard
Call center analytics covers multiple key performance indicators, but not all would be useful to your business size and type. Here comes the wallboard that lets you track performance metrics crucial to your business success. Some such metrics are available agents, missed call rate, and average wait and handle time.
5. Cross-Channel Analytics
Ideally, your call center software must have a cross-channel analytics feature that integrates multiple contact center data sources—customer satisfaction surveys, marketing campaign data, and sentiment scores on chats/calls.
This way, your contact center analysis will give in-depth customer data that you can use to improve customer service and streamline/automate workflows.
Check out a detailed comparison of the best call center software.
Tracking extensive call center operations can be overwhelming if they aren’t streamlined. But not monitoring them is not a choice as it’s critical for significant customer service improvements, improving customer satisfaction, and understanding customer behavior, needs, and expectations.
The good news is that contact center analytics software can easily collect and analyze data to help you gain valuable insights into customer experience and agent performance. So, consider investing in one with functional features that fit your business needs, size, and type perfectly. The sooner, the better.
In a call center, data analysis involves collecting and evaluating metrics like call volume, handling time, customer satisfaction, and agent performance. It helps identify trends, improve processes, and enhance customer experience.
Root cause analysis in a call center is a way to find the main reasons behind problems by analyzing data and processes. It helps solve main issues and prevent them from happening again.
These are the analytics use cases in contact centers:
- Customer Journey Analysis
- Speech Analytics
- Call Volume Forecasting
- Agent Performance Evaluation
- Self-Service Channel Optimization
- Root Cause Analysis
- Customer Segmentation and Personalization
- Real-time Monitoring
Naina Khare is a full-time freelance writer who fiercely believes in the power of storytelling and primarily holds expertise in creating content for B2B SaaS brands. She’s infinitely curious and happiest when reading, writing, or exploring spirituality and self-growth.