Richard Snow's Analyst Perspectives

CallCopy Brings Insights to Agent Performance through Analytics

Posted by Richard Snow on Sep 17, 2013 9:09:04 AM

In my last review of CallCopy I wrote that it was moving further from its origin as a call recording vendor by expanding its product range to include workflow optimization applications such as quality monitoring, workforce management, coaching, agent-related analytics, customer satisfaction survey management and capture of non-voice interactions. During a recent briefing I learned that CallCopy is continuing this transformation with Insight, its contact center performance management product. The offering focuses on improving agent performance with enhanced analytics capabilities that enable business insights that can be used to drive process change.

Insight provides companies with more extensive analysis of agent performance that is based on more sources of data. These include structured sources such as call records from the telephony switch, quality assurance, workforce management, and HR, CRM and ERP systems, as well as unstructured sources of data such as completed surveys, call recordings, text-based interactions and desktop usage. The product can extract, reconcile and aggregate all these sources, so in much the same way as some products produce a 360-degree view of the customer, Insight can produce a 360-degree view of the agent. To process such high volumes and diverse sets of data the product has to support big data. Rather than use one of the commonly available big data platforms, CallCopy decided to build Insight from scratch, and the company says that it lives up to its customers’ expectations.

Our benchmark research on the challenge of big data shows Untitledthat when used properly such capabilities can deliver a number of benefits, including the ability to process large volumes (74%), faster analysis (70%) and more accurate results (61%). Furthermore, our research shows that companies want their big data tools to support predictive capabilities and modern forms of information visualization. CallCopy’s Insight does both, closing the loop on agent activities, which my benchmark research on next-generation workforce optimization shows is increasingly important to companies.

The product analyzes all forms of agent data and presents the results in visual formats suitable for different use cases. For example, real-time dashboards of key metrics can be customized for each user using graphs, tables or charts that show trends and highlight in different colors metrics that fall outside of defined ranges. Users can instantly see issues that need to be addressedvr_NGWO2_01_drivers_for_improving_agent_performance and share this information using collaboration tools such as email, alerts and instant messaging. Insight enables companies to link customer feedback, agent quality assessment, analysis of call recordings and coaching so that agent training can focus on enhancing the customer experience. To make the product more easily accessible across the enterprise, CallCopy offers Insight as a cloud-based subscription service.

My forthcoming research on next-generation workforce optimization shows that 78 percent of organizations said it is very important to improve agent performance and that the top two drivers of such efforts relate to customers: improve the customer experience (86%) and improve customer satisfaction (72%). And this same research highlights the growing importance of agent-related analytics in achieving these goals. Gone are the days when average call times, agent utilization, disconnected quality scores and other efficiency-related metrics are good enough. Companies need metrics that show what impact agents have on business outcomes. The challenge, however, has always been generating these metrics, as no one source of data is enough. Because CallCopy’s Insight uses multiple sources of data and addresses the analytic needs for contact centers, I recommend that companies evaluate how the product can support their efforts to improve agent performance and ultimately the customer experience.


Richard J. Snow

VP & Research Director

Topics: Big Data, Customer Analytics, Customer Experience, Speech Analytics, Analytics, Business Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Customer Performance Management (CPM), Text Analytics

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.