Workforce Optimization Featured Article

Analytics Help the Contact Center Transform

February 17, 2017



The word “transformation” gets used a lot of in business media today. We’ve got digital transformation in the enterprise, network transformation in the way networks are architected and maintained. We’ve got customer transformation in the way customers expect things of us, and sales transformation as sales teams embrace new channels and social media. We even have workforce transformation, according to a recent blog post by Liron Golan, Director of Portfolio Marketing at NICE.

“We're seeing big changes in the demographics that make up our sales force, the changes in expectations that this new sales force brings and the transformations that are required to maintain our workforce engaged and motivated,” wrote Golan.

In some ways, these changes are an attempt to strip away complexity and rebuild experiences to match the needs of business (or consumers) today. Golan cites Uber, which has redefined the basic elements of drivers and passengers using technology to find new ways of connecting them in a smarter, more effective way.

“What's common to all these reinventions is the simple idea behind them: It's about getting-down-to-basics, stripping down each of the relevant domains to its most basic elemental components, and then introducing a novel way to use these basic elements in a new configuration, providing better results,” wrote Golan.

In the realm of customer support, the next change we may encounter is of the customer experience itself. Forward-thinking companies will (and should) begin to reinvent customer service in a process that embraces three principles.

“First, new ways of creating omnichannel interactions that deliver smart, highly personalized, connections between customers and employees, across all touchpoints,” wrote Golan. “Second, it means new ways of understanding customers and their journeys, acting on and predicting their next action. Third, it means new ways of engaging employees and optimizing our workforce, driving motivation and adapting to our workforce needs, both customer-facing and in our back office.

It’s a tall order, and it will require that companies make it routine to use advanced analytics to generate insight on a daily basis so they can take action and predict intent. In the contact center, solutions are already becoming “smarter” thanks to analytics: workforce optimization (including quality monitoring) and workforce management are helping companies keep track of their performance in real-time and change it on-the-fly to match customers’ needs or alternations to forecasts. By using solutions built on analytics, organization are on the road to creating a kind of “Internet of Things” of their own, digitizing each touch point so it can “share” information about customers, agents, networks, schedules, forecasts and any other elements that could affect the business of customer support.

Today, customers are transforming, employees are transforming and business goals and processes are transforming. It’s important that contact centers choose smarter solutions that can help ensure that these transformations happen in harmony rather than clash with one another.




Edited by Maurice Nagle
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