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Call center analytics are a key tool in driving performance, productivity, and profitability. While the business of operating a call center is never easy, those who have been through the wars can tell you we have entered a golden age. The Internet has allowed us to break away from the iron grip of the old autocratic telecoms, with the emergence of VoIP and SIP offering a level of flexibility and affordable pricing nearly unimaginable 25 years ago. The rise of the cloud has reduced our dependence upon expensive IT infrastructure and hardware, offering small and midsized businesses the kind of feature sets once only available to the Fortune 500.
If there is one facet that is revolutionizing this new era, it’s analytics. But the companies who aren’t leveraging call center analytics to guide their decisions may not live to tell about it.
Rather than chase All-Stars they couldn’t afford, they crunched the numbers to find major and minor leaguers who were undervalued, using metrics that went beyond the old standbys of batting average and ERA. They assembled a team of misfits and cast-offs who went on to string together a 20-game winning streak, win their division, and transform the way we think about analytics in sports and business.
As Lewis writes:
[I]f gross miscalculations of a person’s value could occur on a baseball field, before a live audience of thirty thousand, and a television audience of millions more, what did that say about the measurement of performance in other lines of work? If professional baseball players could be over- or undervalued, who couldn’t?Whether you have a 300-seat inbound customer service center or a 100-agent outbound sales team, the decisions you’re making should be based on enterprise-wide data, not hunches, guesses, or tradition. You need to be playing your own version of Moneyball.
Station message detail records, or SMDRs, capture much of the same information within networks where users are based at stations or extensions. As companies move to SIP, with agents working in phone banks or remotely—without their own dedicated phone number—the SMDR is critical for billing purposes, regulatory compliance, and dispute resolution.
Each discrete record is critical for building your data infrastructure. But, a single CDR or SMDR doesn’t tell you much. For example, say you opened the sports section and saw that Bryce Harper went 3-for-5 in yesterday’s game and drove in 4 runs. You would instantly see he had a nice day at the ballpark. But you couldn’t conclude from that snippet of information that he was having a great season, a great month, or even a great week. You would need a lot more data to determine whether this was another predictably outstanding offensive performance, or if this was an outlier in a season marked by struggles at the plate. Similarly, call reporting collects and assembles these data points to help paint a picture of your business and your workforce.
INBOUND | OUTBOUND |
Total number of inbound calls | Sales Call Attempts |
Answer response time | Call Outcomes |
Service level percentage (e.g., If your goal is answering 90% of calls in 10 seconds or less, are you meeting that mark) | Campaign Codes |
Lost or Dropped Calls | Idle Time by Agent |
Calls by Location | Revenue or Leads Generated |
Calls by Direct Dial-In Number | Calls by Agent or Station |
Longest Hold or Wait Time | Average Talk Time by Agent |
Calls by Agent or Station | |
Average Talk Time by Agent |
While call center analytics won’t make you omniscient, they can provide the quantitative and qualitative insights required to support tough decisions, from staffing to capital investment.
Learn more about how we can help provide the detailed reporting services your business needs to take on the Goliaths in your industry. Contact us today and we'll help you set up your own version of Moneycall.