Measuring call centers


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But call center technology is going beyond such simple, if innovative, solutions. Speech analytics, for example, can parse what customers say in order to extract additional information from callers, such as their product desires, competitors they may be evaluating, their response to campaign offers and even emotions. “There are thousands of contact center agents taking tens of thousands of interactions every day, but marketers don't have the time or energy to listen to more than 10 or so calls daily,” said Yoel Goldenberg, VP-contact center and enterprise solutions with NICE Systems, a speech analytics company. Not to be confused with the “this call may be monitored” protocol that centers use to evaluate agent performance, speech analytics can process callers' (not agents') conversations, and produce reports on how many callers ask about a campaign or how many times a competitor's name is mentioned in a conversation and in what context, or what offers are persuasive or fail to elicit a response. “For example, a major trend could be developing that contact center agents aren't aware of, but if enough is going on with same caller sentiment, the system will surface it for quick action,” said Daniel Ziv, VP-customer interactive analytics at Verint Systems, a provider of analytics for the security and business intelligence markets. “Without this, a survey or focus groups could take weeks or months to give you the right data,” Ziv added. Speech analytics also has the capability of better preparing agents. In a typical b-to-b scenario, self-service technical support may fail to solve problems and drive technical phone calls to live but unprepared humans. Speech analytics can ID the top technical issues, and agent training can do the rest. “The power of this technology is not to rely on what you know to look for, but about things you don't know to look for,” Ziv said. M
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