In the age of big data, there is no excuse to not go digging through your analytics. It’s never been easier to find out everything you could ever want to know about the people who are interacting with your company in order to improve customer experience.
The level of insight you can gain and the sheer amount of actionable information that can be pulled from these analytics is invaluable. According to McKinsey, companies that use analytics can reduce average handling time by 40%, cut employee costs by up to $5 million, and boost conversion rates by nearly 50%.
This is why it’s increasingly important to have call center analytics software in place for both inbound and outgoing call centers.
This software makes it possible to cut through the noise to figure out where you’re losing business. It reveals where things are going well. And it even highlights information that could help boost sales and productivity. It’s a matter of knowing where to look and what to look for.
What is Call Center Analytics Software?
Call center analytics software captures and tracks all the important data about people who are calling in to call centers or who are being called by centers.
We’ve gone into call analytics before, but in a nutshell, this software collects information like call time length, customer satisfaction, how many times a customer called to get a resolution. It can even use speech analytics software to gain a deeper understanding of what your customers are going through. It does this by recording the various touchpoints a customer has with the call center, things like hold time, number of calls a customer has made, and other relevant metrics.
These metrics are then stored in a database within your call center software for you to go through.
The challenge is sorting through all that information to find the pieces that are going to provide the insight you need to drive change in your business.
Improving Customer Service With Analytics
The customer experience can easily be improved by looking at some of the more basic pieces of information found within your call center software.
The two best places to start looking are hold time and total call time, or average handling time (AHT). Think back to your own experiences with a call center. Chances are, the first thing you’re going to think of is how long you were on hold. If you didn’t end up on hold, it’s still going to be top of mind because it bucks the trend.
The second thing to consider is how long you were on the phone in total. Everyone’s biggest fear when they call into a call center is spending all day on the phone. People want their problems solved as efficiently as possible.
When you look at these metrics, ask yourself what you can do to lower them. Is there a clear time when these numbers are higher? Are there kinds of questions that get asked that take longer?
Answering these questions can help improve customer service.
Improving Your Conversion Rate
Customer service improves conversions. Your call center software holds a ton of information that can be used to determine where there are holes in your sales process.
Look at how long each call lasts. If people drop off right away, chances are your opener isn’t very strong. The longer they stay on the line, the more interested they are, but pay attention to the moment they end the call. Listen to the recording to see what was happening at that time.
Was the customer asking questions the agent couldn’t answer? Did they realize the product wasn’t for them? Maybe there was another, more surprising objection that popped up?
It also helps to listen to the language that the agent is using. If it’s super jargon-heavy, you could be losing customers. Even in B2B situations, plain English makes it easier for people to follow what’s being said, which makes closing a sale easier. Simplifying the language used in the script they use can help in this situation.
You can also look at when calls are taking place. Chances are there’s a golden hour for not just getting people on the phone, but also for getting people on the phone when they’re in the mood to buy. Your analytics data will reveal this.
Gamification Using Call Center Analytics Software
Keeping your call center employees engaged can be a challenge. Keeping an eye on your call logs and other analytics will help you know when it’s time to up the engagement of your team. If conversions start dropping or customers aren’t getting the answers they need and have to call back more than once, it could be time to find a way to incentivize your team.
Gamification is a great way to go about this. Gamification makes things fun. It creates a sense of getting a little something extra from doing a job. A little something extra can mean the difference between a mediocre experience and something people talk about for weeks after a call.
Creating leaderboards for friendly competitions can help drive sales. Making it possible for people to earn rewards, like gift cards, also creates a desire among call center staff to put their all into things.
Going Beyond Sales Incentives
In its most basic format, gamifying the outcome of calls can help drive up important metrics, like sales or call resolution. But, if you want to improve the overall quality of service, you can gamify training.
Create digital badges that people can collect as they go through training that improves their skills and abilities. Put managers in a position to know exactly who on their team is best qualified for promotions. They’ll know who can deal with the truly hard questions that come up.
Managers will be in a position to curate teams that are capable of taking things to the next level for greater sales or higher resolutions, depending on what you’re tracking.
Hitting the Call Frequency Sweet Spot
Using call center data analytics can help you figure out the call frequency sweet spot. This means finding the best possible resolution for problems, in as few calls as possible.
Ask the following questions: why are they calling back? Was there something that wasn’t resolved? Was it because there wasn’t anyone there that day who could solve the problem?
You should also take a look at the kinds of problems that result in multiple calls. Do they tend to happen at a certain time? Is it always the same problem, or is it a variety of issues that are creeping up?
In almost every instance, the solution is to create more robust training for your team. If callers aren’t getting the answers that help them solve their problems, your team needs to better understand the issue. Training can help fill that void.
If it’s a super technical issue, you can do your best to schedule a subject matter expert for the times when the calls usually occur. However, it’s often better for the whole team to know how to solve the problem.
If training is the sticking point, gamification works very well to solve that.
Getting the Most From Speech Analytics
Speech analytics can help you take things to the next level in terms of customer service. According to a 2016 report from Opus Research, 72% of companies believe that speech analytics software can help call centers improve the customer experience.
We’ve talked about how IVR can be used as a way of improving how calls are routed, leading to better service and happier customers. You can take this one step further using speech analytics.
By combining your speech analytics software with an AI platform, you end up with a system that can not only route calls with incredible accuracy. But you also get a system that can take things like intent and the emotion of the caller into account when doing so. This helps ensure that customers end up with the exact person they need to be talking to, who can calm them down or even upsell them, depending on what the AI has detected in their voice.
Use speech analytics to create a better review process
Speech analytics also help reduce the cost associated with reviewing calls. This was something identified in the Opus Research story as a bonus by 68% of companies.
Along with reducing the costs associated with reviewing, speech analytics lead to a more in-depth analysis of these calls.
Instead of manually transcribing every call, call center speech analytics software gives you the ability to look at all the data. This gives you all the calls in one place.
You can analyze intent patterns, overall customer satisfaction, as well as how well your team is performing. When analyzed, this data can be used to determine indicators for things like canceling an account or when someone is ready to upgrade their service.
This information is not impossible to figure out manually, but speech analytics speeds up the process and is increasingly more accurate.
Managing the Big Data Avalanche
Call center analytics software can end up producing A LOT of data.
In the beginning, choosing a few key metrics will help learn what to look for. A more focused approach will prevent you from getting overwhelmed by all the information that analytics provides. Once you learn the ropes, you can dive right in and start implementing some business intelligence concepts.
There are a few ways you can glean actionable insights from the data. The best way to do it is to find a call center data analytics platform that has solid reporting features. You want something that is going to lay everything out for you in a visual manner.
When your analytics data is presented in charts and graphs, you can spot the peaks and valleys that indicate problems very easily. You’re looking for things like spikes in call volume, followed by a slew of hangups. This is a sign of not having enough agents active during busy periods.
The easier it is to go through your data to find those actionable insights, the more likely you are to improve every aspect of your call center operation. If you’re analyzing this data by going through a spreadsheet, you’re wasting time you could spend implementing and your attention is going to wane pretty fast.
Identify Patterns to Build a Better Call Center
When it comes to using your analytics software to gain insights into your business, always look for patterns. When you’re on top of your analytics and you’re constantly looking for patterns, you can make the changes needed to correct, or replicate, what’s happening.
Sometimes, having a theory can be the best way to start to identify patterns. If you’re getting a large volume of calls at a certain time of day or if customers are repeatedly calling more than once for the same problem, ask yourself why. Then, take a look at the data.
It should provide the clues you need to address the issue in an effective, and efficient manner.
To find out which call center analytics companies have the tools you need, at the right price, check out our Call Center Software Pricing guide.