Ventana Research was the first analyst firm to cover operational intelligence, and a while back I wrote how the products of Vitria support proactive customer service by using event data to anticipate likely impacts of operation issues on customer service. Our research into the use of analytics shows that while more mature companies have begun to adopt OI, they are mainly early adopters. In an effort to speed up adoption, Vitria has developed what it calls operational intelligence apps and it has opened up a trial program for companies to explore how they can help improve their operations using these new applications.
Topics: Predictive Analytics, Customer Analytics, Customer Experience, Operational Performance Management (OPM), Social CRM, Speech Analytics, Vitria, Voice of the Customer, Analytics, Cloud Computing, Customer Service, Operational Intelligence, Call Center, Contact Center, Contact Center Analytics, CRM, Customer Performance Management (CPM), Desktop Analytics, Information Applications (IA), Text Analytics
Vitria is one of a small group of vendors offering a type of analytics called operational intelligence. The term is not widely known, although Ventana Research has defined and tracked this market for many years and researched. We define operational intelligence (OI) as “a set of event-centered information and analytics processes operating across the network that enable people to take effective actions and make better decisions.” For its part Vitria defines OI as “a new type of real-time, dynamic analytics that delivers visibility into business operations.” Marry the two and you begin to see what differentiates OI from other forms of analytics.
Topics: Predictive Analytics, Social Media, Customer Analytics, Customer Data Management, Customer Experience, Customer Feedback Management, Operational Performance Management (OPM), Social CRM, Speech Analytics, Vitria, Voice of the Customer, Analytics, Business Mobility, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Customer Performance Management (CPM), Desktop Analytics, Text Analytics, Unified Communications, Workforce Management
In my writing and speaking, I try to avoid “market babble,” which numbs ordinary readers with technology buzzwords and three-letter acronyms. Lately I have been accused of overusing the phrase “interaction-handling processes,” which some people have taken as an instance of market-speak. So I’ll explain what I mean by it. It has to do with contact center agents – or customer service representatives, if you prefer – trying to resolve customers’ issues. When handling a call, for example, this includes how they identify the caller, how they identify the caller’s issue, the systems they use to resolve the issue, how they close the call, and what they need to do afterward. It used to be common for companies to provide agents with a script to guide them through this process, but now these inflexible routines are being replaced with more advanced automated systems. These systems guide the agent through interactions of different types – general inquiries, complaints, sales and support, say – and allow them to personalize responses based on the caller’s profile. It is generally true that the more an agent can adapt the process to personalize the responses, the better the customer experience will turn out.