Contact Center Analytics: 3 Reasons Why They’re Failing

Contact center analytics carry a lot of potential. They provide real-time insight into how your customers are behaving. You can understand and improve the customer experience. Customer loyalty goes up. Agents can are happier and more efficient.

If you’re not seeing improvements it could point to a big problem.

Here are three possible reasons why your contact center analytics are failing.

You assume analytics are just hard numbers.

Confusion about exactly what contact center analytics are and what they do can be a massive problem. Your management team has to be on the same page about which analytics you track and why you’re tracking them. If this isn’t clear across the board, you run the risk of ignoring important analytics while diving into ones that aren’t going to help you reach your goals.

Analytics is about much more than hard numbers. There are softer insights that can be gleaned from analytics if you know how to look at them. If you only look at the high and low numbers, for example, you could miss important information that’s falling somewhere in the middle, like the need for better coaching in an area that agents are only performing so-so in.

Poor planning that doesn’t take a company-wide approach.

When you implement analytics or make major changes to the way you handle analytics, it should be approached on a company-wide level. This type of change management should involve more than just a small team of people.

Why? Because a lot of the people who are going to understand analytics the most are the ones on the front line ­– your agents who have firsthand experience with your customers. They’ll be able to take the stats you’ve gathered and help you figure out a human approach to making real changes that will positively impact your customers.

Lack of commitment to ongoing analytics efforts.

While analytics can start delivering results right away, especially if you’re interested in real-time stats, their true value lies in your long-term commitment to them. Analytics don’t just tell you where you need to improve, but also how good of a job you did in implementing those improvements. Analytics are best when used to continually meet company goals, not to meet one goal once and then stop paying close attention to results.

Have you faced any of these issues? Tell us how you course-corrected!