Analytics Applications in Contact
Centers Make Gains
Keith Dawson, Principal Analyst
Contact Centers
September 22, 2009

Focus Points
• New Developments & Trends in Agent Performance
Optimization (APO)
• Impact of the Economy
• Emergence of Analytics & What it Means
• Strategic Recommendations for End Users
2

New Developments in APO
Key Developments, 2007-2008
• Reversion to cost control stance
• Headcount productivity & ROI key drivers
• Extended buying cycles
• Vertical market variations
• Focus on the smaller market
• Commoditization of core tools
• Increasing adoption of value-added applications
(analytics)
3

Analytics in APO – Market Drivers
• Analytics applications appeal to cost-cutters and
performance boosters
• Economic climate prods cost control and
resource optimization efforts
• Increase in efforts to uncover root cause of
customer issues and amplify “voice of the
customer”
• Complex CC environments (multi-site, multi-skill)
necessitate better analysis tools
4

Analytics in APO – Market Restraints
• Downturn has lengthened purchasing timelines
• Commoditization of core tech driving prices
down, forcing vendors to push value-added apps
• Customer confusion about boundaries and
functions of related tools
• High cost of deployment for speech-related and
other complex analytics tools
5

Increasing Environmental Complexity
6

Data Makes the World Go Round
• Contact center data enables:
• Prediction
• Analytics
• Better metrics/key performance indicators
(KPIs)
• Finding root causes
• That allows you to:
• Boost customer satisfaction and increase
revenue
• Meet service level objectives
• Increase first call resolution
• Reduce call waiting times
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Contact Center Analytics Defined
A working definition:
hardware and software that:
1. Aggregates voice calls
2. Harvests trends and
patterns
3. Compares across time and
data sets
4. Relates data to action steps
5. Shares findings with
whomever needs to know
8

What Do We Know About Its Use?
Note: Multiple mention question
Source: Frost & Sullivan End-User Survey, 2009
9

What Do We Know About Its Use?
Note: Multiple mention question
Source: Frost & Sullivan End-User Survey, 2009
10

Analytics in Context
Quali Performance
Call ty Mgmt
recording Moni
torin
g
Call center
Speech Reporting / Speech
Recog- Analytics Analytics
nition
Web
Business Analytics
Enterprise
Intelligence
1999 2003-2005 2009
11

Fostering Closed-Loop Continuous Improvement
12

Strategic Recommendations for End Users
1. Make sure the output of an
analytics system is
actionable, not just
descriptive
2. Examine the existing
analytics tools in place,
and see if they can be
connected
3. Look outward, to
intelligence tools used by
other departments for help
in de-siloing contact center
analytics
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What would you like to see from Frost & Sullivan?
Growth Forecasts?
Competitive Structure?
Emerging Trends?
Strategic Recommendations?
Other?
Source: www.frost.com
Please inform us by taking our survey.
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For Additional Information
For Additional Information
Craig Hays
Jake Wengroff Sales Manager
Global Director Information & Communications
Corporate Communications Technologies
(210) 247-3806 (210) 247-2460
jake.wengroff@frost.com chays@frost.com
Ashwin Iyer
Research Manager
Information & Communication
Technologies
(650) 475-4537
aiyer@frost.com
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