Timely insights about customer behaviour. Better understanding of what your customers experience. Happier contact centre agents. More loyal customers.
Sounds great, right? The potential for contact centre analytics is high. But reality often falls short. Here are three main reasons why.
The largest problem facing successful contact centre analytics is simply confusion on what it is and what it does. You and your executives may not be on the same page regarding the definition, purpose and outputs of analytics in your contact centre. And if you aren’t on the same page, important insights can fall on deaf ears.
For many people, “analytics” is synonymous with “hard numbers.” They find it hard to embrace the “softer” representations and insights derived from today’s rich analytics. But these softer findings can have immense value and drive tangible results for your business. Executives and stakeholders short-change their analytics efforts if they limit themselves to this legacy, numbers-only mindset.
The topic of multichannel also can confuse people. Analysing data from one channel is hard enough—leaders can be downright paralyzed by indecision when faced with the idea of analysing multiple communication channels. Yet multichannel customer engagement and the associated analytics are must-haves if you want to truly understand (and optimise) the holistic customer experience.
Lastly, some of the most startling and revealing outputs of analytics are unintended ones. If you or your stakeholders ignore powerful insights because you’re too rigid, you can miss out on previously undetected issues or unknown opportunities that could drive meaningful change for your business.
Companies implementing contact centre analytics essentially are implementing a type of change management. And any kind of change management is a company-wide endeavour that needs executive-level support and a ton of planning to succeed.
But more often than not, proper planning for these projects is inadequate or even non-existent. We frequently see:
Like every department, analytics teams can be waylaid by too many requests or too many distractions. Those teams lacking a formalised, closed-loop process especially can suffer. Some analytics teams also chase after every interesting output generated—while enthusiastic, it’s a fruitless habit that distracts focus and delays critical projects.
Executives also may not understand the long-term commitment needed to realise true value from any analytics initiative. And they may be reluctant to commit to the project long-term unless they understand analytics’ value to the business. In a nutshell, they need to understand—and see proof of, on an ongoing basis—how contact centre analytics helps them achieve the company’s overall goals.
These challenges are real, but they’re not insurmountable. Download our whitepaper, How to Succeed with Contact Centre Analytics, to learn how to move ahead with confidence on your contact centre analytics project.
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