The concept of big data is relatively simple: take information that was previously inaccessible (unstructured) and make it available in a useful (structured) form for capture, aggregation and correlation with other information for a richer and truer understanding. Of course, there’s a lot of complexity behind that “simple” concept. To date, probably the biggest impact on the contact center has been in the area of speech analytics. However, improved analytical techniques and the availability of big data technology has ushered in a new era for contact center effectiveness.
The agent desktop represents the gateway to the myriad of contact center software applications and tools, as well as the manual response showing how he or she is mentally processing: (1) the information presented on the desktop, (2) the concurrent interaction with the customer and, (3) his or her understanding of contact center goals and objectives. That’s a rich source of information.
On December 18, Aspect is releasing a significant enhancement to its Aspect EQ Desktop Analytics offering that will drive huge benefits for the agent, customer and enterprise alike. Watch the video below to see what our new Aspect EQ Activity Insight and Automation offering is all about.
Don’t underestimate the power of this new member of the Aspect EQ family. Saddletree Research estimates that in 2015, about 23,000 contact centers either purchased or evaluated the purchase of new desktop software and that it is among the top 5 technologies likely to be upgraded in 2016. DMG Consulting estimates that the desktop analytics market will grow by 30% in 2016 with similar growth in 2017. With stats like that, most people would agree that the desktop analytics market is exploding.
The agent desktop is inherently a treasure trove of valuable information, but until recently we did not have the tools to monitor, store and ultimately analyze the real-time activities of each desktop to extract valuable insights. With new lightweight workstation software applets, better analytical tools, and refined thinking about the usefulness of real-time desktop data, the next few years will see a leap forward in our ability to monitor the agent desktop, act on the insights and automate redundant and time-consuming processes.
Simple Uses of Desktop Analytics
The information available on the agent desktop is so rich and so revealing that even entry-level users of desktop analytics can reap huge rewards. For example:
- Capture employee activity (and idle time) to gain insight into areas of improvement and optimization.
- Understand which software application is being used, when it’s being used and the sequence of events initiated by the agent within each application in order to identify process bottlenecks.
- Know immediately when compliance procedures are not being followed so that corrective action can be taken to minimize the risk of legal action and fines.
- Identify desktop processes that require redundant data entry and eliminate it to simplify and speed the agent’s activities.
- Monitor the health of workstations including memory issues, slow performance, lock-ups, system reboots, failed login attempts, etc.
Combining Desktop Data with other Big Data
With the ability to capture desktop data in real-time and combine with data from other contact center solutions, you can create a much more accurate picture of operational challenges and successes. For instance:
- Refine upsell tactics by correlating sales approach and key phrases as tagged by the speech analytics system with knowledge about existing products or services from desktop analytics.
- Decrease customer churn by ensuring that the churn offer recorded in the quality management and recording system was the prescribed one given the customer type and value shown in desktop applications.
- Understand periods of silence. One of the golden rules of speech analytics is that long periods of silence are indicators of a problem. Use desktop analytics to help reveal the causes of the long periods of silence
What’s Next for Desktop Analytics?
We’re just starting to scratch the surface of possibilities for using workstation information to help contact centers improve their performance. Some interesting growth areas include:
- Getting much deeper insight into the customer journey by understanding what transpired with the agent before the customer chose an alternate service channel.
- Helping new agents that cannot be expected to perform with the same KPIs as experienced agents, gamify desktop activity with simpler KPIs such as typing speed, percent of time spent idle and percent of time used for wrap-up.
- Using desktop analytics as a centralized source of customer information that requires no IT intervention. Systems such as CRM, account transaction history, billing, etc. can provide real-time information to drive predictive analytics to recommend next best actions to agents for cross-sell, collections, compliance or any other contact center objective.
Technology in the contact center is changing at a pace we have never seen before, and desktop analytics is right in the forefront of that change. Expect to see desktop analytics increasingly regarded as a necessary component of any efficiently operating contact center.
Latest posts by Doug Whitaker (see all)
- The Agent Desktop: The Next Frontier for Contact Center Analytics - December 11, 2015