UC and Analytics: A Dynamic Pairing that Will Optimize Your Business

June 22, 2017 mrmardis

UC and Analytics: A Dynamic Pairing that Will Optimize Your Business
Kevin McMahon
Thursday, June 22, 2017 - 17:15 Unified Communications Analytics

When you think of unified communications, chances are analytics does not come to mind. Yet your organization’s UC generates a rich data set that, when mined appropriately, can significantly enhance your business processes.

Analytics, reporting, and business intelligence overall can be applied to your telephony environment and contact center. In both instances, you can glean insight about the efficiency of your business as well as how employees (sales team, contact center agents, etc.) handle interactions with customers and how their performance stacks up to benchmarks.

How Analytics Give Invaluable Insights into Your UC Environment

Imagine how much more robust your workforce management would be if you had access, via an easy-to-use dashboard, to real-time stats on your agents’ average talk time, frequency of calls, and typical amount of calls handled during a shift? Resource management, including the number of agents needed for each day’s workload and assessing agent productivity, would become far simpler and more accurate.

UC analytics tools can even integrate with your customer relationship management and contact center tools, providing a comprehensive and centralized view of key customer experience and operational metrics. For instance, sales agents can use Salesforce to answer a call from a customer and reporting tools that will automatically capture the details of the call for real-time and historical analysis.  Similarly, contact center agents can take a call in a queue and the activity will be logged for managers to review for training and quality.

Coupling UC and analytics enables business leaders to quickly identify issues in workloads or workforce skill sets and adjust accordingly. If too many calls are coming in for the number of agents on a shift, managers can be alerted so they can loop in more resources, even at-home, on-call agents. If agents appear to be struggling with calls, managers can prescribe remedial actions such as quick module reviews or reassign them to queues better matched to their skill sets. Businesses able to recognize and rectify such issues in near real time can maintain a high level of customer satisfaction.

UC and analytics becomes even more interesting when the data gleaned from call activity is blended with analytics from an ecosystem of applications. For example, knowing the length of a sales call is far more interesting and actionable when you add in the results of satisfaction surveys the customer took after the call or if the call concluded in a sale. The data becomes richer and richer as more illuminating data are thrown into the mix.

Choosing Your UC Analytics Solution

Be careful when choosing your UC analytics solution, though, as many stand-alone offerings can’t fully integrate, or even interact, with business applications.  In other words, they can create a lost opportunity to advance your business.

Cloud-based UC-as-a-service (UCaaS) enables you to take full advantage of not only the analytics capabilities built into the service, but also the business intelligence available in business-critical applications.  For instance, you can examine communications across multiple channels, including SMS and chat. As agents assume a multi-channel posture, this functionality becomes essential. Customers expect a seamless experience across platforms, which means agents will need to move easily between channels. Managers can use UC analytics to keep a close eye on key metrics and adjust quickly if performance dips.

UCaaS amplifies your ability to learn valuable lessons from your operations and make strategic improvements. For instance, if customers are being handed off too many times for a certain issue, managers can spin up a new queue staffed with agents trained to handle the complexity of those calls.

Business leaders that understand and deploy UC and analytics as a dynamic duo now will gain a competitive advantage with an optimized workflow and increased responsiveness to changing customer demands.

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