Contact centre 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 centre 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.

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

1. Lack of Interaction Journey Data Diminishes the Customer Experience

Interpreting contact centre data enables organisations 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 centre 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 organisation.

Without clear visibility into customer interaction journeys, organisations 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 personalise their customer service experiences.

2. Inadequate Staff Forecasting Leaves Customers Waiting

Accurate staff forecasting is a requirement to optimise 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. Organisations 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 centre 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 centre data management leads to incomplete analytics and inaccurate findings — and that results in poor decision-making. Disorganised 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 centre 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 centre data, powerful analytics give organisations 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 centre agents. This allows agents to provide more personalised and efficient support, ultimately leading to better meeting caller demands and maintaining positive customer relationships.

4. No Visibility Into Employee Performance

Contact centre teams can make the best organisational decisions by working closely with visualised data and shared operational insights. Without this, organisations 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 maximise agent utilisation 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 organisations 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 centre data and empowers organisations 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 centre data. Brightmetrics™ offers an advanced suite of contact centre 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 customised 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 centre investment. These two powerful solutions provide an unstoppable combination for contact centre operations, ensuring that businesses have access to the most reliable and accurate analytics possible.

Discover more about Brightmetrics in the AppFoundry® Marketplace.