Top 5 Issues Impacting Contact Centers Nationwide
Part 2: LACK OF ACCESS TO DATA & UNDERUTILIZED REPORTING OPPORTUNITIES
A Year in Review – Planning for 2018
By Chris Recio, Director of Contact Center and Advanced Applications
Big Data – Yes, we have all heard this before. It is simply a marketing buzzword intended to drive initiatives. Big Data is not new. Data has been around for eons. However, so many are struggling with this concept and do not understand how impactful data can be to the basic operation of every Contact Center out in the free world.
As soon as the word DATA hits the table, typically everyone turns to IT with that same mystified look when asked to guess next week’s winning lottery numbers. It happens all the time.
Understanding how data can transform the Contact Center and transform the customer experience and recognizing strategic opportunities as a result of the data is critical to winning the game.
Many operations simply do not have access to data. Yes, oftentimes compliance plays a heavy role in this, but I find that the lack of access to data can stunt the growth and efficiency of those operations. There is always a means to bridge the gap that satisfies the need for operational efficiency while protecting the demands of compliance. It’s all about the strategy.
Adding to data is the need to look at reports and report data in a different way. Strategic thinkers with operational knowledge – especially tribal knowledge – can provide amazing insight into how one side influences the other.
There are always hidden gems and blind spots that are illuminated when looking at the data from a different vantage point.
When it comes to Contact Center reports, most everyone looks at these fundamental points:
- Service Level
- Speed of Answer
- Time to Abandon
- Etc., etc.
This is information we will always look at as we attempt to keep pulse on the operation. But the best potential for reviewing data is often overlooked. When looked at strategically, data can completely change how you think about your Contact Center operation. When coupled with product knowledge and operational know-how, this can be an eye-opening exercise providing value at multiple levels of the business.
Most of what I do when I meet with clients is in helping them develop strategies from the data that is reported. If you are not looking at your data strategically and simply reporting for the sake of reporting, then you are missing a tremendous opportunity to turn your Contact Center on its head, in a very good way.
For Example: Performance By Interval Report
For those that use this report, most users of Workforce Management applications understand that this helps with forecasting and scheduling as the WFM software attempts to meet the RPH (rate per hour) demands by ensuring there are enough agents available to handle the anticipated customer interactions to a level of satisfaction, while keeping an eye on the bottom line.
However, there is so much more the Interval Report can provide, when it comes to using the data to make strategic decisions about IVR options, Queue Management, Routing configurations, as examples.
To me, finding these operational holes in developing strategies is exciting and allow me to continually help our customers think outside-the-box.
Learning to use an operationally strategic eye on that same data is paramount in continuing to advance your Contact Center operation.
If you’re simply using data as a means of reporting success or service attainment without being used for developing business and technology strategies, you’re not taking full advantage of what is before you.
This is the part 2 of a 5-part series of blog posts about the Top 5 Issues impacting most, if not all, Contact Centers in the industry. In this series, we will cover each of the issues in greater detail. If you missed any of them, be sure to catch up by clicking on their name below.
- OUT-OF-DATE, UNDERUTILIZED & ADVANCING TECHNOLOGY click here to read
- LACK OF ACCESS TO DATA & UNDERUTILIZED REPORTING OPPORTUNITIES
- LACK OF PROACTIVE CUSTOMER OUTREACH AND/OR FEEDBACK stay tuned
- MAKING CONTACT CENTER CULTURE A PRIORITY stay tuned
- AGENT RETENTION & TURNOVER stay tuned
The Contact Center of the future is here now. Those that take this to heart will be far ahead of those that do not. The gap between these two groups will become wider as proactive operations outpace reactive operations.
As businesses review their year and prepare for 2018, it is very important to mitigate what’s ahead. We spend a great deal of time working with clients at deeper levels in their contact center operation through our CCSM (Contact Center Success Manager) program and found that their struggles boil down to the 5 issues to be pointed and discussed in this series. Stay tuned in the upcoming weeks!