How Big Data and Call Accounting Can Help Drive Profitability
February 25, 2015
By Susan J. Campbell
TMCnet Contributing Editor
In an examination of your communication capabilities, do you check for connectivity, mobile and enhanced features? Or, do you unify voice, video and instant messaging onto a common platform and then use call accounting to capture a true picture of all communication efforts? There’s a significant gap between these two examples and a failure to recognize the importance of the latter could leave you wasting opportunities.
With the right call accounting tools in place, integrated into your unified communications platform, you should be able to spot emerging trends among the customer base; quickly identify problems before they become major issues; pick out your star performers; and develop new service and product strategies according to tangible customer feedback. According to ISI (News - Alert) in a recent blog, all of these activities produce a wealth of information that when used correctly, can help set you apart from the competition.
The challenge for most companies, however, is that they have too much data to be able to efficiently analyze and organize what all of it means in the bigger picture. Simply sitting down to review the data won’t paint the picture you need. Instead, look to a comprehensive workforce optimization solution that incorporates speech analytics, collaboration recording and workforce management. Putting such a tool in place gives you access to Big Data organized in such a way that you can immediately recognize what is happening in your organization.
To expand on the understanding of this concept, ISI uses the grocery store analysis. For years, the national chains have tracked data points from purchases to answer key business questions. Using this information, they can spot emerging trends, discover new opportunities and drive greater profitability. A similar strategy can be applied to unified communications. With speech analytics, for instance, you can quickly analyze all instant messages, voice and video interactions to quickly spot similar trends, such as competitor mentions, customer complaints and more.
With access to Big Data through call recording and call accounting tools, you no longer have to rely on random sampling, word of mouth or post call reporting to accomplish what you want. You now have access to the information you need to analyze all of your interactions, regardless of the channel or the customer on the other end. This kind of capability gives you incredible insight into the customer journey so you can embrace opportunities and drive profitability.