How to use your call center analysis optimally


The customer experience is the key to success in modern markets: This is a fact that more and more companies around the globe have come to accept. Customer experience analysis in the call center is thus gaining in importance. Analysis tools help companies assess the performances of their agents in critical conversations — and, at the same time, focus more effectively on the actual needs of their customers through sentiment analysis and optimized scripts. In this blog article find out where a need for training exists, how to gauge the emotions of your customers and what data is needed to improve the procedures leading to an optimal sales transaction.

Let us show you how you can use your analysis tools to improve the performance and profitability of your call center.

Determine where there is need for training

Correct call center assessment shows precisely where communication with customers is most likely to fail and conversion occurs. For example, if you notice that your sales team is excellent in lead generation but has problems with upselling, appropriate training strategies can be implemented. These strategies then build on previously recorded telephone calls that focus on valuable cross-selling dialogs.

You can also develop interaction analyses that automatically record and assess dialogs between the customer and operator or agent according to predefined competencies. This provides an objective assessment of the performance of each operator or agent in your team and highlights where there is scope for improvement.

Make the customer journey more transparent

If your company uses analysis tools where all data is aggregated in a single system, a complete end-to-end view of the buyer journey, i.e., the journey of the customer through to the sale, is obtained. This data includes customer interaction, feedback as well as customer assessments and sentiment analysis — obtained from hard facts and soft data such as interaction via telephone calls, e-mails, surveys or evaluation of voices. All this makes it extremely easier to ascertain how efficient your sales scripts are and naturally where there are possibilities to improve these scripts. The more you learn about the customer journey as well as the gaps in the buyer circle, the easier it is to optimize sales and marketing strategies and ensure greater long-standing customer loyalty.

Gauge the emotions of your customers — and react quickly to customer behavior and moods

Sentiment analysis, i.e., automated assessment of moods and attitudes towards your company, products and services, represents with its most recent technological developments one of the outstanding innovations for the world of call centers. The core of sentiment analysis is KI software, which predicts future customer behavior and customer responses solely on the basis of language patterns or the tone of voice.

Sentiment analysis can tell a call center agent in advance whether they are about to lose a potential customer. It can even provide them with information on how they can “turn” the conversation around again. This type of software can therefore offer a more objective insight into those factors that are responsible for the long-term reservations of customers.

Sentiment analysis could gauge the following for example:

  • the stress level apparent from the customer’s voice;
  • the level of satisfaction the customer experiences at the end of a conversation;
  • the best time for an upselling or cross-selling opportunity.

Support your service agents

Analysis tools also function for call center agents and facilitate their daily work, e.g., when sentiment analysis identifies the stress and anger level in their voice. In cases where an agent may become increasingly frustrated when dealing with difficult customers, for example, the end result can ultimately damage the company’s image. Sentiment analysis could give agents a “Red Card Response” should their tone of voice become elevated or sarcastic.

Furthermore, call center analysis can also keep stress away from your agents, because it makes it easier to manage the efficiency of the offer beyond the queue. In this way, the correct analysis strategy could show companies when they should employ additional agents, e.g., during peak periods.

Identify new options

Analysis tools can ultimately offer companies the best options for successfully concluding sales transactions. Even if there are different ways to win potential customers, analysis software can help to develop best practice cases. These cases can be used by agents as a means of orientation for their own strategy.

And last but not least: Analysis tools also help to identify sales trends. Based on the knowledge of these trends, companies can profit enormously if they combine different products and services to trend-conforming packages, promising higher profit.

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