Businesses looking for a competitive edge may want to start considering the benefits of contact center analytics in their multichannel solution. Krishna Baidya, research manager for ICT at Frost & Sullivan Asia Pacific, said cost effectiveness is one of the key reasons organizations bring in a contact center solution, so using performance analysis should help businesses keep their money in line and make sure those calling or writing in pleased. This is especially important for businesses using many channels, as they need to be sure they are continually tweaking how communication is done.
"At present, customer satisfaction rates for many cross-channel experiences are poor. Multi-channel analytics will prove to be critical in determining where improvements can be made and will impact the customer experience," Krishna said. "Analytics applications are compelling because they deliver positive benefits, such as reduced costs and increased revenue, while improving the overall customer experience."
Industry professional Daniel Ziv told Data Informed that analytics was used in the past primarily to reduce repeat calls and customer frustration, but it has now evolved to look at broader, emerging trends to see what those who are positive or negative about the company think. This can help businesses figure out what steps they may want to take next and what they should perhaps avoid moving forward.
Omer Minkara, a research analyst studying contact centers with Aberdeen Group, told the website that the true value of center analytics will come when agents need to serve customers through the multichannel environment. Providing agents information about the customer they are communicating with via social media or the phone can mean the difference between a customer who is satisfied and one who is not.
To meet and exceed evolving customer expectations, modern contact centers must be optimized with capabilities that Sangoma's NetBorder Software can provide, such as industry leading Call Progress Analysis, TDM and IP functionality, and integration of remote agents into an IP infrastructure.