One of the mantras echoing across businesses these days is the need for organizations to become data-driven. And for good reasons. Senior executives and other knowledge workers who use analytics tools against a wide range of data sources can gain deeper insights into customer behaviors and preferences as well as operational and market trends - and not simply rely on their gut instincts for decision making. These benefits can also extend to the contact center where customer sentiment and performance data (customer satisfaction, first contact resolution rates) can be evaluated by customer care leaders to identify opportunities for improving the customer experience along with operational performance.While the use of speech and text analytics continues to rise in contact centers, many organizations have yet to jump on the bandwagon. Anecdotally, several contact center leaders I've spoken to say that analytics tools would be nice to have in their arsenals but that other technology upgrades such as expanding omnichannel support capabilities are commanding their attention and investments for now.
But perhaps more widespread adoption of analytics in the contact center is about to takeoff. Enzo Signore, CMO at 8x8, Inc., says he's seeing significant interest in the adoption and use of contact center analytics tools across all industries.
One of the factors driving heightened interest in contact center analytics is the growing importance of providing customers with improved support experiences as a means of strengthening loyalty, says Signore. He believes that analytics adoption will begin with midsized companies that are more nimble than enterprise companies and are striving to differentiate themselves from larger brands. In turn, as midsized companies become better at understanding and responding to customer needs, this will force enterprise companies to jump onboard, adds Signore.
"Because we have all become more demanding consumers, this is pushing enterprises to have much better insights into what customers want and need," says Signore. "Analytics are critical for the survival of the contact center in this day and age."