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Score Big with Advanced Contact Center Reporting and Analytics

/ by ATSG

Baseball Statistics Advanced Contact Center Reporting Analytics

What Contact Center Data Matters Most?

For better contact center reporting and analytics, you need to understand what data matters most based on the goals and objectives of your organization. The best way to start is to ask three simple questions: What’s most important to your business? What does it look like when done well? And, how will you measure it?

Those who rely on customer contact centers statistics might, for a moment, think about trading in their calculators for baseball caps.

Baseball fans from the era of Babe Ruth to Barry Bonds loved the long ball—those towering home run shots that drew crowds to their feet. Unfortunately, sluggers too frequently eclipsed the impact of their big blasts with mighty whiffs that halted rallies in their tracks. The home runs were not the only numbers that mattered.

More than a century after its founding, America’s pastime was revolutionized by a string of statistical revelations with the advent of Sabermetrics. Now you could glean more objective information than just home runs. For instance, a batter getting on base, whether it by way of a line drive to left field or a leadoff walk. When teams such as the Boston Red Sox began analyzing ALL the numbers that drive victories, rather than occasional cheers between frequent outs, championships followed and the game changed.

What Baseball Statistics Can Teach the Contact Center

That kind of revolution is needed in the 310 billion-dollar contact center industry, which largely has centered on savings consolidation and customer satisfaction scores aimed at tracking performance. As is the case with the “Great” game, part of the key to winning is understanding which data matters.

[Read the whitepaper: Better Contact Center Reporting]

If, for example, costs are cut but customers are lost, then the offset in revenues can wipe away any savings. In other instances, companies seek increased efficiency—a different standard than mere cost reduction. Increased efficiency is as much about doing it better as doing it cheaper. But there’s even more to be gained than efficiency. Contact centers can help companies engage and delight customers. This results in boosting the number of customers as well as increased customer loyalty and revenue.

Figuring out what data matters is unique to each organization based on their goals and objectives. To start down a path of better contact center analytics and reporting, you need to ask three critical questions:

  1. What’s most important? This question sounds obvious, but it’s less so than one might suspect. In baseball, for example, scoring runs might seem most important, which is how home run hitters came to be valued. But those who analyze the game realized that scoring runs is only part of what’s most important. Winning tops the list. And scoring more runs than the opposition is how that happens. To do that, hitters must get on base. Savings without satisfied customers means contact centers are failing to get runners on base and across home plate.
  2. What does it look like when done well? This is a critical question that can carry you past superficial questions of savings to the place where you can begin to determine the numbers you most need to see. Satisfaction is only one component. Are customer relationships being enhanced? Is the customer experience elevated to the point that selling opportunities are created? Contact centers aren’t just about saving money but making it.
  3. How will you measure it? Answering the first two questions with clarity and specificity shines a light on the answer to the third. One can’t know how to measure unless one knows what to measure. And one can’t know what to measure unless one knows the why behind it. Understanding this ensures that—like a shrewd modern baseball general manager—companies are getting the advanced reporting and analytics that paint the real picture.

Start with the End Game in Mind

The industry’s steady evolution isn’t the only factor complicating choices for companies relying on contact centers. The number of centers has exploded over the past decade. Annual revenues are expected to top $400 billion by 2022. Sifting through it all starts with a company knowing what it wants and then looking for the data that shows how its contact center can deliver.

Effective contact center analytics not only ensure that companies know precisely the kind of performance they’re getting, but they also guarantee centers are functioning at maximum efficiency and creating the type of interactions and experience customers want. Forward-thinking companies’ contact centers are now a critical component in growing revenue, rather than only shrinking expenses.

Continually bringing in more money is still the clearest path to financial good health. A contact center that can’t help a company grow is like the Mighty Casey, the fictive slugger, who sapped the joy from his fans when he struck out in the bottom of the ninth inning.

Start improving your contact center's reporting and analytics by reading our free whitepaper!

Contact Center Reporting Whitepaper offer man looking at laptop

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