Business intelligence tools and techniques are by no means foreign assets to modern organizations, but when it comes to the call center, far too many companies overlook the power to optimize and improve the status quo.
To help decision-makers understand just how impactful BI systems can be when applied in this customer service scenario – and how they can make the most of these solutions once implemented – here’s a closer look at the value of business intelligence tools in the call center.
More data, more opportunities
While it may not be obvious at first glance, the modern call center generates a huge wealth of data every minute. Every detail imaginable can now be stored in databases and processed in advanced analytics programs, revealing hidden trends and patterns within the operations.
“Reveal hidden trends and patterns within the call center.”
Rather than letting data collect dust, managers must use these resources to strengthen quality assurance, workforce management and other areas.
According to research from the International Customer Management Institute, however, only 48 percent of call centers take full advantage of these data points to identify opportunities for improvement. This is where business intelligence solutions can make a significant impact on the speed and accuracy with which decision-makers can generate and leverage these valuable bits of information.
Strengthen other lines of business
Call center leaders can understand the basics of business intelligence in their own operations, but one frequently overlooked value of BI tools’ is the ability to provide insights to other departments within the organization.
The best solutions are capable of processing detailed reports that offer strategic direction to leaders in research and development, sales, marketing and even executives in the C level. This also goes for other customer service channels, which are growing in prevalence and variety as the digital age barrels forth.
“[Call] centers must know how to use customer and agent analytics to anticipate needs and short-circuit problems,” explained Sarah Stealey Reed, content director for ICMI. “If they understand what data are important, businesses can provide a much better multichannel experience.”
Recorded calls add major value
Most call centers have rudimentary business intelligence systems in place, but these typically take the form of call accounting software. While this could offer some basic insight to agent productivity and performance, it is not enough to gain a competitive advantage.
That’s why next-generation BI systems add another layer of value with call recording, which provides opportunities to leverage the voice of the customer, for deeper analysis and targeted agent development. Even a single recorded call can help an operation identify a problem and change its quality assurance process for the better.
“It’s not about how much data you have,” Reed continued, according to ICMI. “It’s about the insight you gain from the data that truly matters.”
Develop balanced business intelligence
Ultimately, it’s the mission of call center leaders to create a sustainable and simple strategy from their BI tools to minimize the time between insight and action. With call center software that embodies call recording and call accounting accounting, decision-makers can strengthen the call center with business intelligence tools.