Improving the Customer Journey
During the past few years, a variety of analytical capabilities have emerged that provide deep insights into customer needs and wants. These “big data” analytical capabilities include:
- Web analytics – tracks and evaluates everything that consumers do on a website
- IVR analytics – evaluates the performance of IVR applications, and identifies areas of weakness so that scripts can be improved
- Surveying/voice of the customer analytics – captures direct consumer feedback in any channel in which they interact with an organization
- Speech analytics – captures and structures customer conversations in order to identify their needs and wants and to identify overall trends and patterns
- Text analytics – captures and structures written communications, whether inputs from social media, chat sessions, SMS, or any form of written communication; the structured data is converted to metadata and is analyzed to identify customer needs and wants, in a manner similar to speech analytics
- Desktop analytics – captures everything that employees do in their desktop servicing applications; this includes all systems and screens that they review, every keystroke they make, and all notes that they write about a customer
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Ask the Experts
How is screen capture, which shows us what agents are doing while they are on a call, different from desktop analytics?
Screen capture is not the same as desktop analytics (DA); the two solutions are vastly different in terms of their scope and benefits. To some extent, the two capabilities do address the same issue: Contact center and back-office managers are largely unaware of exactly how their employees use their servicing applications. While screen capture is intended to capture a very small percentage of agent or employee desktop activity, DA is intended to capture 100% of all screen activity for 100% of all contact center or back-office employees. By capturing all desktop and application activity for all employees in the contact center or back office, DA gives supervisors and managers the information they need to identify issues in workflow, system performance and system design, as well as training opportunities.
DMG Consulting LLC is a leading independent research, advisory and consulting firm specializing in unified communications, contact centers, back-office and real-time analytics. Learn more at www.dmgconsult.com.