Using Desktop Analytics to Determine Call Reasons

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Brian Spraetz's picture

Desktop analytics in the contact center captures both what the actions agents do and the data they see. Actions include things like applications used, where they clicked, workflows initiated, or keystrokes. Desktop analytics also detects the lack of action, tracking idle time for instance. Beyond tracking agent actions, desktop analytics can be used to capture information such as customer IDs, product type, values in any field (including values that have been edited to see pre and post edits), error messages to help monitor system performance, or the interactions of the agent in a drop down menu.

While desktop analytics software helps contact center managers identify their least and most productive agents, it also provides detailed insights into contact reasoning, turning a somewhat complex process into a much more straightforward one.

For instance, assume your call center agent talks to a customer and your CRM system reveals that the customer has an outstanding payment. The agent then goes into the history of the customer’s account and looks at the payment history. This particular customer has not kept up with the payment schedule and it needs to be revised. The agent then transfers the customer over to the collections department to change the payment arrangement. Throughout the course of the call, desktop analytics has been tracking the agent’s actions. From the list of activities, we can easily figure out what this call was about. Here are the key actions:

1.  Outstanding payment alert
2.  Review payment history
3.  Behind on payment schedule
4.  Transfer to collections

These events tell us this call was for a “Payment Arrangement Change.”

Knowing the reason why a customer contacts your company is arguably the single most important piece of data a business can uncover. Did they call because a self-service channel like the web or IVR system failed? Breaking down agent performance by call reason allows managers to see exactly what types of calls cause problems for which agents.

Call reasoning based on the information collected by desktop analytics provides highly accurate and detailed information on what drives call volume in your center. This gives your enterprise the knowledge to make better decisions on contact management strategies, optimizing your servicing costs and boosting customer satisfaction.

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