Two customers call a customer rep at the same time with the same complaint. One customer stays on hold while the other waits only for a few seconds before an agent gets online. Why the difference?
The contact center is fast becoming one of the most important collectors and sources of valuable business data. Forward-thinking companies like Zeta Global and Verizon Communications Inc. are already analyzing this data to determine which customers receive incentives and predict customer lifetime value.
However, according to a 2017 study by ICMI on Modern Standards for Managing Contact Center Quality, using heavily manual processes for quality management, is the biggest challenge for contact center managers today. Aside from the extensive amount of time required for manual quality management, contact centers risk inaccuracies due to human error or end up sampling only 2-5% of customer-agent data because of strict timelines.
To reduce the manual workload and ensure the ability to capture data across all platforms, we recommend investing in cost-cutting technologies like a Customer Relationship Manager (CRM) for capturing and reporting data on point. Additionally, to identify customer trigger points and evaluate agent performance, consider adding voice analytics to your stack of tools. The latest research finds that most contact centers don‘t use analytics as part of their quality programs, making call center quality analytics even more crucial for staying ahead of the curve.
And although there‘s an abundance of voice analytics software and CRM in the market, always do your research before you invest. For example, a brief check on Google will inform you that voice analytics is not 100% accurate. Therefore, it makes sense to buy into a solution that combines humans and technology to get the most accurate data. Ideally, contact centers should begin with the end in mind when investing in new technology. Another pitfall to beware of is the lack of integration with your stack of technology. To avoid data silos or inaccurate quality reports, ensure your system plugs into existing systems to provide a full picture of the service experience, and provide meaningful coaching.
Just like Verizon and Zeta Global are resorting to all sorts of data and scores to rank consumers and predict behaviors, you too can leverage data to measure and manage quality in your contact center effectively. You just have to get rid of the spreadsheets
Let‘s work together.