Contact center leaders often face significant challenges in interpreting large volumes of customer data. While the data provides valuable insights into the customer experience, it’s not always immediately obvious. Contact center leaders need to interpret the hidden details behind their customer engagement data to improve their service standards, build up their company’s reputation and create customer loyalty.

Disorganized or inaccessible customer data can wreak havoc on the contact center in a variety of ways. Let’s look at 5 signs your contact center data is disorganized and how to prevent it from happening.

1. Lack of Interaction Journey Data Diminishes the Customer Experience

Interpreting contact center data enables organizations to determine the level of customer satisfaction and loyalty. Carefully reviewing interaction data from IVR and self-service engagements, interaction wait times, and agent effectiveness gives leaders insight into the customer journey throughout all interactions. Information gleaned here allows contact center agents to anticipate customer needs and wants to meet their expectations. As a result, customers are more likely to have positive experiences and become loyal to the business. This enhanced customer satisfaction and loyalty, coupled with customers sharing their positive experiences with others in their peer networks, generates traction for the business. Traction can be measured by an increase in customer acquisition, repeat business, positive online reviews, referrals and word-of-mouth recommendations — all of which contribute to the growth and success of the organization.

Without clear visibility into customer interaction journeys, organizations lack relevant details to address specific issues and offer quick, effective responses. According to the recent “The State of Customer Experience” report, 86% of consumers say a company is only as good as its service. And more than 80% say they’d purchase more items from companies that consistently personalize their customer service experiences.

2. Inadequate Staff Forecasting Leaves Customers Waiting

Accurate staff forecasting is a requirement to optimize customer satisfaction through peak call periods. Detailed call analytics are needed to identify trends in call volume and provide crucial details for arranging the best staff forecasting strategies. Organizations can maintain high customer satisfaction rates while reducing callbacks and wait times.

Customers are more likely to stay with a company if their calls are answered quickly. The Genesys report shows that 55% of consumers surveyed most value a fast response in a customer service interaction. Customer loyalty hangs in the balance. Contact center managers need access to data so they can properly forecast staffing to reduce call queues, assist customers immediately and, ultimately, eliminate friction and frustration.

3. Incomplete Data Leads to Incorrect Decisions

Ineffective contact center data management leads to incomplete analytics and inaccurate findings — and that results in poor decision-making. Disorganized data could also result in a failure to meet caller demands, potentially harming long-term customer relationships and service-level assessments. This can cause a lack of understanding of caller preferences, needs and patterns, which leads to contact center agents providing inadequate responses and solutions.

An advanced analytics platform can play a crucial role in addressing these challenges. By effectively compiling and sorting the information from contact center data, powerful analytics give organizations a comprehensive understanding of specific call scenarios. It ensures that critical details about callers, such as their preferences, history and previous interactions, are readily available to contact center agents. This allows agents to provide more personalized and efficient support, ultimately leading to better meeting caller demands and maintaining positive customer relationships.

4. No Visibility Into Employee Performance

Contact center teams can make the best organizational decisions by working closely with visualized data and shared operational insights. Without this, organizations cannot monitor employee efficiency, customer satisfaction and other key metrics. And that makes it challenging to intervene when necessary. It also makes it a hassle to maximize agent utilization or determine the time team members spend between call handling and related tasks.

Comprehensive reporting of agent activity, along with date and time references, provides insight into overall agent performance. This allows organizations to monitor and follow up with agents, keeping teams motivated and on track to serve customers to the best of their abilities.

5. Deficient Data Management Impacts the Bottom Line

The lack of proper data management in critical operational areas, such as agent activity, staffing volume, training program outcomes, abandonment rates and inconsistent reporting, undermines company revenue. For example, inaccessible data leads to ineffective spending on outreach campaigns and agent coaching initiatives. And a lack of clear, data-backed guidelines leads to lower average handle times and technical inefficiencies. In the end, that translates to extra costs and, ultimately, lost revenue.

Implementing a reliable, consistent analytics solution streamlines contact center data and empowers organizations with contextual knowledge. Your agents can achieve optimal customer satisfaction scores without the expensive guesswork.

Discover the Advantage of Advanced Analytics

A reliable and consistent analytics solution can bring order to disorder when it comes to contact center data. Brightmetrics™ offers an advanced suite of contact center analytics for the Genesys Cloud™ platform that provides vital business insights from customer interaction data.

Brightmetrics analytics provide a comprehensive view of historical and real-time data, empowering you to make informed decisions and gain a better understanding of your customer experience, ultimately leading to stronger and more loyal customer relationships.

With seamless Brightmetrics dashboards, agents can share their data and reports without delay. And Brightmetrics offers customized configurations to help teams deliver winning customer experiences every time, without relying on inaccurate KPIs and generic dashboard templates.

By layering Brightmetrics with Genesys Cloud components, companies unlock the full potential of their interaction data and contact center investment. These two powerful solutions provide an unstoppable combination for contact center operations, ensuring that businesses have access to the most reliable and accurate analytics possible.

Discover more about Brightmetrics in the AppFoundry® Marketplace.