Notable Trends in Customer Contact Analytics

Written by KOVA Corp

Last July, ContactBabel issued their “Inner Circle Guide to Customer Contact Analytics.”  It included comparisons between the front runners of contact center analytics technology, official statements of execution and the results of trial and error, as well as a manual for how to build ROI (return on investment) models.  Let’s hone in on a few of the statistics they shared to shape an understanding of what’s really on fire in contact center technology reception and use by companies, employees, and their customers.

The first notable trend is the significant difference between the United States and the United Kingdom in IVR usage.  Though it isn’t clear what the determining cultural difference is, what it means for the contact center industry is that in the U.K. only 9% of calls that feed into an IVR system are zeroed out.  Another way of putting it is that, in the U.K., one in ten callers would prefer to talk to an agent right away rather than go through the intermediary of an IVR.

Compare this statistic to the U.S. – where 26% of customers opt to talk to an agent immediately.  This could be a useful bit of information for companies that are expanding their business or moving between the two countries.  For example, one might choose to hire fewer agents in the U.K. than the U.S.

Our second notable trend shows us that customer contact analytics adoption has remained on the low end.  In their research, ContactBabel found that merely 24% of all contact users utilize an analytics system while 43% of large contact centers have a system in place.  This could indicate that either firms are finding analytics solutions too pricey, or that they aren’t seeing them sufficiently impact ROI.

This is especially interesting when compared to notable trend three: that analytics do, in fact, have a positive effect on ROI.  For those who are taking the leap, it is proving fruitful.  One company shared a 41% improvement on sales conversions and a 20% increase in collections revenue.  When queried about their success, they said it stemmed from their ability, aided by analytics, to tell high performing agents from poor ones and then to fine tune training and coaching programs for the places in which their high performing agents needed help.

Another company surveyed reported that analytics helped them recognize patterns in the times when agents were most utilized.  Through an audit, it occurred to them that only two percent of night time calls were crucial.  By redistributing their staffing and reducing their night shifts, the company cut costs and saved money.

If you feel ready to incorporate the intelligence and valuable feedback of analytics, consider KOVA Corp’s Verint Media Recorder for Customer Feedback Software or Verint Media Recorder Text Analytics.  Both programs are a sound step towards better understanding your company’s strengths and weaknesses as well as your customers’ preferences.


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