Interaction Analysis And its Steps

Definition of Interaction Analytics:

Interaction analytics begins with raw data – multichannel interactions, such as chat
transcripts, social media posts, recorded contact center calls, SMS, emails, and
other – and transforms it into structured data that can be sorted, filtered, searched
and analyzed to better understand your customer interactions and customer
satisfaction.

Notably, interaction analytics do not stand on their own; rather, they’re most often
leveraged to boost contact center performance and improve the overall customer
experience.

How to Improve Interaction Analytics

The simplest way to improve your interaction analytics is through specialized

interaction analytics software, which not only records data, but also analyzes it on
your behalf.

The process is simple: Interaction analytics software will evaluate your interactions
across all customer communications channels, including contact center calls, chats,
and emails, as well as SMS text messages, social media posts, and more. The result
is comprehensive analytics that represent a complete picture of your company’s
customer interactions.

What’s more, the best software will not only capture your interactions, but it will
convert them into an easily analyzed format (e.g. text) and make analysis easy
through:

Steps in Interaction Analysis

 Performance scoring

 Free-form search and playback

  Contact evaluation for various metrics, including sentiment/acoustics,
categorization, and performance scoring

 Evaluation and comparison of key metrics, via data visualization

 Auto topic analysis to determine root cause and identifying outliers

 Measurement of key performance indicators across channels

 Easy extraction of analytics data

Examples of Interaction Analytics

Interaction analytics case studies easily demonstrate the immense value of proper
analytics – and their implementation in improved customer service and experience,
as well as in internal processes.

For example, vacation club management company Bluegreen Vacations was able
to leverage interaction analytics to improve CSAT by 26%, improve agent quality
scores by 19%, increase sales performance by 48%, and achieve ROI in under a
year. Conclusion: Bluegreen Vacations turned their contact center operations from
cost center into profit center.

In another example, English language-instruction company Open English was able

to use interaction analytics to reduce silence and call avoidance, improve their call
efficiency, increase marketing effectiveness, and boost sales performance.

Benefits of Interaction Analytics

Leveraged well, interaction analytics not only improve customer satisfaction, but
also help your company become more efficient and profitable. By capturing and
analyzing multi-channel interactions, you can:

 Improve Customer Experience: Take the guesswork out of improving

the customer experience, by identifying areas of improvement, ensuring
agent compliance, and share successful behaviors to please customers.
  Identify Agent Training Needs: Use analytics to pinpoint agent coaching and
training opportunities.

 Improve Operational Performance: Identify areas of improvement, to not

only increase customer satisfaction, but also to improve efficiency and
reduce costs.

 Qualify Leads: Follow up quickly on “hot leads,” to close new business and
generate revenue.

 Set Better Appointments: Ensure all necessary information is captured for

appointments. If data is missing, effect timely customer follow-ups and
prevent unnecessary truck rolls.

 Reduce Liability Exposure: Take immediate action on any legal threats, to

de-escalate situations and reduce liability exposure for your company.

 Auto-Generate Reports: Compare and contrast analytics, and then create

reports to highlight or identify desired information.

Challenges of Interaction Analytics

There are two major challenges to interaction analytics – the how and the what?
Specifically, how to gather, compile, and analyze customer interactions;
and what to do with the data, once you have it?

Thanks to technology, the how is relatively simple today: robust interaction

analytics software can compile the raw data, including audio, email, chats, surveys,
social media, and texts. What’s more, good software will auto-analyze your
interactions to provide multichannel analysis, giving you immediate insight into
your data.

These insights then help define the what – what your analytics say, where your
company excels, and where you need to improve. Flexible, ad-hoc analysis of your
customer interactions can determine root causes through topic
analysis and automatic outlier identification, and can also sift through all your
interactions to find certain buzz words/phrases (e.g. “I’d like to speak to a
manager.”).
Best Practices for Interaction Analytics

When it comes to interaction analytics, best practices have less to do with the
analytics, and more to do with how you use them. The key is to know your
customer and know your company: What do your analytics tell you about areas to
improve, and what can your company do to improve those areas?

Develop a 360º view of your customer. Use analytics to aggregate customer

interactions, transactions, feedback, and agent data, to then build a beginning-to-
end picture of the customer journey. Identify how to improve those customer
interactions along the way. And, when customers are satisfied, work on how to
deliver superb customer service while reducing your costs and increasing
profitability.