• Yana Prokopets 17 November 2016
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    Contact centers are extremely important for every type of business, since they can provide customers with all information they may need and offer solutions to any issue they may have. No business can thrive without its customers, so it is of crucial importance to address their customer pain points in order to meet their needs and satisfy their desires.

    Customer service is an essential part of every business organization and it is vital to keep customers happy in order to be able to stand out from the competition and increase your market share. This is why every business organization should have a central point from which they will interact with their customers and manage all customer contacts. This central point is your contact center, which is about much more than simply taking calls and can benefit your business in various ways.

    In order to get the maximum out of a contact center and ensure you provide exceptional experiences to your customers, you should use contact center analytics, which can help you gather and analyze unstructured data from emails, recorded phone calls and chat transcriptions, as well as many other customer interactions. Take a look at some of the most important benefits contact center analytics can provide your organization with, so that you can better understand the impact it can have on your business.

    Unified View of Customer Interactions

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    One of the most important benefits of contact center technology is that it can help you develop a unified view of customer interactions by analyzing customer interactions across various channels. Omnichannel communication is vital for providing customers with a seamless customer experience and contact center analytics can help you analyze all of the necessary data in order to determine the root cause of any particular problem regarding your contacts.

    Many organizations are not prioritizing omnichannel communication, including email, chat, social media, surveys and many more, because they don’t quite realize that it can significantly benefit them. It can provide you with a 360-degree view of the customer, which means that you can get an insight into your customers’ history and their information, so that you can know which actions to take to initiate your future customer relationships.

    This can help you to really get to know your customers and understand their behavior. You’ll know exactly which direction to take when trying to engage them in what you do and, more importantly, you’ll improve your efforts and adjust them to your customers’ needs.

    Contact center analytics offer an amazing opportunity to gather and leverage all that data and improve customer service and customer loyalty, ultimately improving your overall business.

    Speech Analytics

    Contact center speech analytics can help you analyze both recorded and real-time conversations. Post-call speech analytics analyze recorded conversations with the end goal of determining why customers actually call. The information this type of contact center analytics gathers can bring a very high value to your business and it is very effective in finding useful insights about your company’s products, services, customers and many issues that your customers may be facing.

    Real-time speech analytics study conversations in real time and they are very useful for identifying the reasons why customers may be unsatisfied, as well as discovering which call agents are perhaps not following standard operating procedures.

    Both of these types of contact center speech analytics can provide you with some great advantages, such as forecasting new trends, preventing frauds, improving your sales, improving operational efficiency, as well as implementing quality management, since you will know what your customers’ pain points are and you will be able to address them effectively. Apart from analyzing calls, you can consider learning a few phone hacks to improve your customer experience even more.

    Text Analytics

    Contact center text analytics can help you analyze unstructured text with the goal of finding relevant and high-quality information that you can use to improve your business intelligence. Any written feedback, including emails, online reviews, social media comments and transcribed calls, hold the answers to any potential issues your customers may have.

    Text analytics, also referred to as text mining, can provide you with those answers by helping you read between the lines and extracting all the relevant information that can help you improve customer satisfaction. As a result, you will provide your customers with a better customer experience, which will lead to improved customer loyalty and, ultimately, a stronger brand.

    Performance Analytics

    Contact center performance analytics are important in that they analyze various performance indicators, such as the quality of call agents, that is, the way they interact with customers, compliance risk, customer satisfaction and many other factors that indicate the quality these customer service contact centers provide. Performance analytics provide you with a contact center dashboard, which can help you gain an in-depth view of all the essential metrics you need for your contact center improvement.

    When you gather such information, you can effectively address any potential issue and work on implementing better customer engagement strategies and improving your customer service efforts. You can implement additional training for your call agents and improve your agent quality scores. With that, you’ll get the most out of your contact center, which ultimately means satisfying your customers.

    Predictive Analytics

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    Predictive analytics has the main goal of prioritizing customers and helping you always put them first, because that is precisely what will help you improve your business. Contact center predictive analytics use script recommendations and routing recommendations in order to analyze and evaluate the operational changes that would have a significant impact on the performance of your contact center. It predicts which changes would be best to implement by looking into your customers’ behavior and identifying the best approaches to take in order to effectively interact with your customers.

    By gathering this kind of information, not only can you identify dissatisfied customers, but you can also improve the performance of your call agents and ensure every action taken at your contact center leads to satisfied customers and effective and productive efforts that will benefit your business in the long haul.

    Final Words

    In order to effectively communicate with your customers in real time, you should consider using an Open Channels tool, which will help you integrate with various social media networks and not only interact with your target customers easily, but also generate many quality leads.

    The benefits of contact center analytics can definitely help you immensely, so make sure contact center optimization is one of your priorities for improving your business and providing your customers with an impeccable experience every single time they get in touch with your company. It all comes down to your customers, so make sure you do everything you can to increase their loyalty and strengthen your relationship with them.


    Bitrix24 provides a universal contact center. It doesn’t matter which communication channels your customers use – email, telephone, social media, instant messenger, web form, website live chat – Bitrix24 supports them all, saving the entire history of client interactions over time in one place. Use promocode TIP10 when registering your free Bitrix24 account to get extra 10GB.

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