Richard Snow's Analyst Perspectives

Enkata Advances Contact Center Analytics to Improve Customer Experience

Posted by Richard Snow on Nov 27, 2010 1:22:33 PM

Among the important findings of our latest benchmark research on contact center analytics were these two: 88 percent of companies said they can use analytics to improve the performance of the contact center (41% said they could make significant improvement), and the main issue holding them back from doing that is an excessive reliance on spreadsheets (90% indicated they use spreadsheets on a regular or universal basis).

Many companies are challenged to find an alternative to spreadsheets that supports their business requirements. Beneath the marketing hype the actual problem is to access all the data needed to produce the required analysis. Enkata is one of a few vendors that address this issue. It has a suite of products focused on contact center agent performance, including quality monitoring, managing performance against defined metrics, and managing coaching. To those it added products to help manage first-call resolution, understand customer issues and discover the root causes of why customers are contacting the company.

Now, not content with the success of these products, Enkata has become active in contact center performance management, upgrading some products and introducing new ones. Over the last nine months it has made five major product announcements. The first announcement was on the release of Activity Tracker, took it into the previously uncharted waters of unstructured data. It allows companies to learn what agents do at their desktops as they try to resolve customer interactions, such as the applications they access and the data they capture. Knowing this can lead to improvements to interaction-handling and agent training and coaching. The second new product, Automated Contact Reasoning, moves away from the agent to help companies understand how customers react to operational events such as a new marketing campaign and identify emerging trends by customer segment, such as how often different segments call the center. The third announcement is a major upgrade, Coach 3.0, an on-demand version of the coaching product that allows companies to manage, track and measure coaching activities through workflow of steps. The next announcement is Customer Segment Analytics that is part of Enkata Discoverer 8.0 that provides powerful analytics for root cause analysis can now group together customers bases on their responses to enable comparative analysis through impact level analytics.  The latest announcement is Cross Channel Analytics allows companies to track customers as they try to resolve their issues across multiple touch point such as Web-based self-service and calls to the contact center. It builds on Enkata’s experience in accessing different sources and types of data and bringing them together to provide new insights on customer experience.

These new developments add further weight to the rating Enkata achieved in our recent Agent Performance Management Value Index, which compares vendors that provide solutions to support Agent Performance Management. It was rated a “Warm” vendor, which is admirable for a vendor with a suite of products mostly focused on agent-related analytics and performance management without functions such as call recording and agent workforce management. Companies looking to improve the performance of their contact center through better use of analytics and metrics would do well to include Enkata on the list of vendors they evaluate especially since they are easily made available through its cloud computing based software as a service approach.

As our research shows, companies recognize that they need to improve their use of analytics, and deploying specialist systems rather than continuing to rely on spreadsheets is a step in that direction. This can be a way not only to improve operational efficiency but to improve customer satisfaction, first-contact-resolution rates and agent performance through better training and coaching. These are all things that the latest developments from Enkata address. How do you rate the metrics you use to assess contact center and agent performance? Do your executives and managers recognize the need to change and contribute to an improved customer experience?

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Richard Snow – VP & Research Director

Topics: Customer Experience, Operational Performance Management (OPM), Customer Relationship Management, Enkata, Cloud Computing, Customer Service, Call Center, Contact Center Analytics, CRM, Customer Performance Management (CPM)

Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.