Who Benefits from Contact Center Analytics?

See more videos from CX Connect 2021 on the CRM YouTube channel.

Read the complete transcript of this clip:

Terri Kocon: We need to look beyond the contact center. And when we look at tools like analytics and the capabilities we have for analytics, we realize that there's data that's tremendously valuable to the entire organization, not just the contact center. So we can take that data and we can share it more widely with the rest of the organization. And obviously that's going to apply a multiplier effect to the value of the data that we have within our system. And this is becoming more and more common. We're seeing executives and other groups within the organization reaching out and looking for help to better understand the customer and really, really leveraging the true voice of the customer data that can only be found in the contact center.

And then, when we look at who benefits from AI-fueled analytics, it goes beyond just what the contact center supervisors are looking at at like, traditionally, first-call resolution, targeted quality monitoring, and those types of things. Think about the contact center analyst. Their bread and butter is trying to identify issues before they become a problem. And AI field analytics helps to solve those issues. And then, again, when we look outside the contact center, from a finance perspective, making sure that we're in compliance with all of the different regulations and requirements around things like payment processing and data privacy. Those are very important, and another area where analytics plays a role.

Another department seeing some of the biggest benefits of contact center analytics is marketing. Marketing wants to ensure that there's an emotional connection with the customer, that we're driving some sort of emotional response and hopefully it's a positive one. For marketers, the customers are telling us how they feel about our brand every single day in virtually every interaction that we have with them. So let's use analytics to uncover that data and to help determine things like the impact of ad campaigns and promotions, and what are measuring competitive feedback and correlating product lines with customer sentiment and more.

Related Articles

Goals and Challenges of IVR Modernization

Bespoken Chief Evangelist Emerson Sklar outlines the essential goals of modern, AI-powered IVR--reduced cost, increased throughput, and improved customer satisfaction--and the challenges organizations face in reaching those goals in this clip from his presentation at CX Connect 2021.

How to Deliver Frictionless CX

Validity Senior vice President of Marketing Kate Adams explains how organizations can remove friction from the customer experience through self-assessment and self-secret-shopping and analyzing their CX flow from an external perspective in this clip from her presentation at CX Connect 2021.

How to Leverage Predictive Analytics in the Contact Center

Calabrio Product Marketing Manager Terri Kocon discusses how to deploy next-generation analytics to deliver more actionable insights in the contact center in this clip from her presentation at CX Connect 2021.

Key Customer Service Challenges Solved by IVAs

SmartAction's Brian Morin and TechStyle Fashion Group's Aarde Cosseboom discuss service challenges many customer-facing organizations face, and how TechStyle Fashion Group mastered them with intelligent virtual assistants in this clip from their presentation at CX Connect 2021.

Key KPIs for Outbound Call Centers

First Orion's Sara Hurst and Kent Nicholas explain how to deploy the right KPIs to measure the success of outbound call centers and branded customer communications in this clip from their presentation at CX Connect 2021.

The Benefits of Automated IVR Training

Bespoken Chief Evangelist Emerson Sklar outlines the key advantages of automated IVR training, such as increased call center ROI, in this clip from his presentation at CX Connect 2021.

CRM and the Three Pillars of Data Management

Validity's Jeff Foley discusses what sets companies with higher-quality CRM data apart from their competitors in this clip from his presentation at CX Connect 2021.

How Empathy Improves CX and Drives Outcome-Based Selling

Concentrix' Andy Bird and Will McCain discuss how an empathy-based approach to customer service can drive differentiated experiences in this clip from their presentation at CX Connect 2021.

The Case for Conversational AI

SmartAction's Brian Morin and TechStyle Fashion Group's Aarde Cosseboom discuss how TechStyle Fashion Group made CX more manageable through conversational AI and sold stakeholders on the solution in this clip from their presentation at CX Connect 2021.

The Challenges of Managing Customer Interactions

Verint Customer Engagement Solutions' Daniel Ziv offers best practices for meeting the myriad challenges of customer interaction management--particularly as volume demands increase and workplaces become less centralized--in this clip from his presentation at CX Connect 2021.