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JTP PR 10-28-2010 10:50 AM

Data Analysis for Call Centres
 
In part one of our mini blog series exploring cross-industry uses and
benefits of data analysis – Data analysis for the Retail Industry – we
explored how the retail industry was harnessing the insights of
Business Intelligence (BI) software.

Now, we’ll take a look at the ability to apply BI to call centers to
enhance operations, and better leverage customer information collected
via call center interaction.

A new research report by the Aberdeen Group – unlocking Business
Intelligence in the Contact Center – outlines how BI can be applied to
call center operations to improve performance by collating and
analyzing both structured and unstructured data.

The report was compiled from information gathered from over 70
respondents.


Top concerns

The leading concerns that led survey participants to investigate
methods for improving call/contact center performance were:

Dissatisfied customers (55%)
Lack of customer knowledge regarding customers (customer trends
unknown) (53%)
Underutilized data resources (36%)
Low call center staff performance rates (35%)

Divide and conquer

Respondents were divided into three distinct categories:

Best-in-Class (20%) Those who engage in “practices that are the best
currently being employed and are significantly superior to the
Industry Average, and result in the top industry performance.”
Industry Average (50%) Those who engage in “practices that represent
the average or norm, and result in average industry performance.”
Laggards (30%) Those who engage in “practices that are significantly
behind the average of the industry, and result in below average
performance.”

BI provides insight into customer-base, business processes and a
pathway to better call center management

The report found that better performing organizations analyze customer
communications and apply that analysis to improve customer service.
The report said that this enabled leading organizations to:
Improve first call resolution rates
Improve daily closure rates
Reduce average cost of calls (by reducing length of calls, repeat
calls and increasing customer satisfaction ratings)
Aberdeen analyzed call center performance of survey participants,
based on those three criteria, over a 12 month period.


Results

The results clearly demonstrated that those organizations that
invested in data analysis technology and procedures achieved improved
business performance across key indicators as well as significant
Return on Investment.

Best-in-Class (top 20% of survey respondents based on aggregate
performance scores)
• 84% improvement with first call resolution rates
• 13% increase in change in daily closure rate by call center staff
over the past 12 months
• $17.78 average cost of call over past 12 months

Industry Average (middle 50% of survey respondents based on aggregate
performance scores)
• 66% improvement with first call resolution rates
• 7% increase in change in daily closure rate by call center staff
over the past 12 months
• $32.11 average cost of call over past 12 months

Laggard (bottom 30% of survey respondents based on aggregate
performance scores)
• 36% improvement with first call resolution rates
• 3% decrease in change in daily closure rate by call center staff
over the past 12 months
• $46.31 average cost of call over past 12 months

Best-in-Class were also able to achieve significantly higher average
customer satisfaction ratings on a scale of 1-5, where 1 represents
‘extremely unsatisfied’, and 5 represents ‘excellent’:

Best-in-Class
• 3.9
Industry Average
• 3.7
Laggard
• 3.5


Best-in-class analyze their data

The best performing survey respondents shared the following
commonalities, they:
Established policies for data governance (recording/monitoring calls)
Integrated call center data into a central database
Utilized operational BI

Best practice for BI usage: pairing data analysis with business goals

Unsurprisingly, the survey results indicated that firms who performed
best, and were rated as ‘Best-in-Class’, shared common factors
regarding how they used data analysis, with:
82% measuring customer satisfaction against corporate goals
75% using analytics and reporting tools to assess both inbound and
outbound dialogue

Conclusion

The Aberdeen research concludes that to achieve ‘Best-in-Class’
performance, call centers must “implement a dedicated operational
business intelligence platform” which will support:
Faster decisions
More accurate decisions
Better business insight and identification of trends for strategic
planning
Faster dissemination of actionable information to key operational
decision-makers

The use of operational BI gives call centers and operators a clearer
picture of customer wants and needs by tracking key metrics such as
customer satisfaction and retention. Aberdeen’s research indicated
that 50 percent of Best-in-Class organizations use operational BI to
manage customer support needs, compared to 28 percent of averagely
performing companies, and 18 percent of poorer performers.


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