Data Analysis for Call Centres

Discussion in 'Computer Support' started by JTP PR, Oct 28, 2010.

  1. JTP PR

    JTP PR Guest

    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

    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

    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.


    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’:

    • 3.9
    Industry Average
    • 3.7
    • 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


    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
    Faster dissemination of actionable information to key operational

    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.
    JTP PR, Oct 28, 2010
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  2. JTP PR


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    convocash, Feb 12, 2011
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