Why Contact Centers Need Desktop Analytics
| Published: August 03, 2016 | Comments
As customer interactions diversify into omni-channel communications including email, chat, video and social media, communications recording and analytics must do the same. In particular, desktop analytics in contact centers are indispensable for quality management, compliance with government regulations, and assuring overall efficiency.
State-of-the-art analytics technologies contribute to superior customer service, a critical component of business success in today’s hyper-competitive environment. Customer interactions must be evaluated in conjunction with the corresponding activity on an agent’s computer screen to ensure communications are handled in an efficient and streamlined manner.
The Inclusion of Processes
By empowering standard communications recording, screen recording enables the evaluation of contact center processes. These processes now include synchronous access and manipulation of knowledge databases, CRM applications, and prior customer activity. In addition to identifying gaps in the agent’s knowledge, screen recording helps to assess the efficiency of contact center processes.
Processes can be evaluated based on the time required for handling various tasks and the order of individual process steps. Agents’ processing time can be compared to each other, and the failure to complete each step in the pre-defined order may indicate either a faulty process or the need for further instruction.
A 360-Degree View
Screen recording provides a 360-degree view of customer service. Synchronous replay of recorded calls in tandem with screen activities helps to pinpoint procedural bottlenecks, reinforces or rejects supervisor evaluations, and enables an omni-channel approach to ensure satisfied customers.
Moreover, sophisticated desktop analytics provides online monitoring in near real time to quickly contact dissatisfied customers before they switch to a competitor. Agents can be included in the evaluation of their own calls, and a customer feedback module can assist with a quality monitoring overview by providing an additional neutral viewpoint.
Financial contact centers must meet strict compliance guidelines promulgated in overarching legislation such as Dodd Frank in the United States and the upcoming MiFID II in Europe. The requirement to preserve all customer consultations includes email transactions, chat, and other constantly evolving communications platforms.
However, screen recording raises other critical requirements as well. Sensitive credit card data must be safeguarded, and the preservation of card security codes must be entirely blocked. Moreover, other related steps need to be taken to ensure customer privacy. For screen recording software, these requirements translate to blanking out certain areas and applications on the screen.
For the most effective quality management, screen recording software automates recording control based on screen events and activities. It can be triggered when an agent opens or activates a pre-defined program. The software should also integrate with other components of workforce optimization as well as external business intelligence tools such as CRM to allow the creation of company-wide reports.
When correctly applied, automated screen recording turns the contact center into a gold mine, especially for high-volume contact centers. Vast amounts of unstructured data can be transformed to evaluate marketing campaigns, determine the latest customer trends, and assist with product development.
Screen recording software accesses and improves working processes, increases customer satisfaction, reduces costs, meets compliance guidelines, and protects privacy.
Technology, Multichannel Contact Center
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