Analytics and Quality – A Perfect Marriage

Quality management has stood as a cornerstone of contact center performance management for many years, and for good reason. It focuses on the interactions between agents and customers; those little moments of truth where customer satisfaction hangs in the balance. For the most part, quality management hasn’t changed much through the years. The advent and rapid adoption of analytics technologies in the contact center is about to change that.

A new white paper from Ventana Research explores how analytics is transforming the traditional quality management process. According to the paper, this new breed of analytics-based quality management is far less people-intensive, can be applied to all, rather than just some interactions and through trend analysis details the impact of continuous improvement initiatives on agent performance, the customer experience and the company’s bottom line.

Research unveiled in the paper shows that almost 80% of companies listen to only a small percentage of the calls they record. This is a direct by-product of the amount of time it takes a supervisor or quality manager to listen to and evaluate a call. What’s impossible for a person or team to do, listen to every recorded call, is achievable by technology. In fact, it goes beyond just listening to every call, but also reading every email or customer survey form and watching the actions agents take on their desktops. All without the need for a live person.

The paper divides analytics technologies into four major categories:

• Performance Analytics – the most established of the group, analyzes data in CRM, call routing and business specific applications.
• Desktop Analytics – an emerging technology that tracks agent behavior, records  what applications they use and how they navigate their systems.
• Speech Analytics – focuses on the content of call recordings, determining what both the agent and customer say.
• Text Analytics – a similar focus to speech analytics, but processes written media such as emails, survey forms and even social media entries.

Although each technology has its own benefits, combining them produces the greatest impact. For example, a company could correlate information about desktop usage with specific discussions in a call, and link these to sales results or a customer survey completed about the call.

The paper presents results from companies that have deployed multiple forms of analytics, showing that it changes the quality management game in several ways:

• The process is more rigorous and based on additional customer and interaction data, no matter its format.
• It is capable of real-time operation, placing advice on the agent’s desktop such as helpful reminders, relevant up-sell offers and other next-best action recommendations.
• Subjectivity, inherent in manual quality management processes, which can taint the usefulness and acceptance of results, is eliminated.
• Continuous operation is possible so that comparative results can be produced over time to support continuous improvement initiatives.
• More useful, business-related key performance metrics are produced, including trends, comparisons and root-cause analysis.
• The impact of quality management is extended beyond the contact center to other departments.

If you’re looking at deploying or expanding analytics technology in your operation, the complete white paper is offered for free by Enkata. Download Analytics is Transforming Quality Assessment and Monitoring to see additional research on the subject and get more details on the benefits analytics technologies can bring to your quality management process.

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