by Jim Iyoob | published on 01-11-2017
As technology advances and consumers rely more and more on the Internet to provide services and products, valuable data becomes more available to companies. It’s easier than ever to know what your customers are looking for and HOW they are looking for it. Data analytics can tell you when viewers come to your site and at which point they leave. It’s fairly simple to determine what your target market is and who is most likely to buy your products or use your services. Gone are the days when simple advertising methods made a business a success. Today, call centers must use call center quality analytics to get actionable insights that improve a user’s experience.
Consider the example of Google analytics. You get valuable information about what keywords you should be using for your content and what you can expect from investing in ads. If that data doesn’t transfer into something actionable, then it’s essentially worthless to your company. Numbers on their own aren’t enough unless you have already identified and set goals to see where you want your center to be. Without goals, you are simply looking at a bunch of numbers on a screen.
What Are Actionable Insights?
Insights are the actual action taken to improve a situation after data has been analyzed and information has been processed. Information and data create a foundation for insights, allowing you to see exactly where your efforts will be most beneficial. The data is a key part of inspiring change in how any business is run, and its influence should drive change and affect major decisions.
For example, a company may run an analytics report and find valuable data and information, but unless that data is collected and organized in a way that provides insights to inspire new actions, then it is virtually unusable. Actionable insights are at the very top of the data pyramid, and are vital to improving an advertising campaign.
Key Characteristics of Actionable Insight
Not all data will provide you with actionable insights. When analyzing your call center quality analytics to determine if there is any actionable data to use, consider the following five attributes of actionable insights.
1. Context – Before you can take action on an insight, you must know the background to determine why it’s unique or important to your company. There must first be a benchmark or comparison to put data in the proper context. For example, say your call center normally takes in 1,000 calls a week. One week you may have 1,200 and not think that is an improvement. In this case, say you had just done a large promotion giving customers 20% off a service or product. Put into context, that 1,200 number becomes very low and requires some action to improve it. You must first have the background and supporting details to guarantee that insights provide results and action, not just objections and skepticism.
2. Alignment – Insights that are closely tied to strategic initiatives and business goals are most likely to drive action. It’s likely that the data that doesn’t make sense may not be important. Your focus should be mostly on your key performance indicators, as data on these will inspire urgent results. These insights are easily converted into strategic actions because they are directly related to your business levers that you influence, control or are focused on.
3. Novelty – Once you start analyzing data, information comes at you from all angles, and after time it becomes familiar. When there is a novel insight, you are more likely to respond to it, giving novelty an advantage when it comes to actionable insights. It’s more exciting to discover a pattern the first time rather than the 5th time, because at that point you likely have a handle on what’s driving the action or behavior. Additionally, human nature makes most people feel numb toward insights that reinforce current beliefs and knowledge rather than challenge them.
4. Relevance – One piece of data may be a red light for one person and just extra information for another. For an insight to be relevant, it must be delivered in the right setting at the right time to the right person. Insights that don’t go to the appropriate decision maker are often ignored and don’t get the attention they need to turn into action. If insights come in too late, they aren’t valuable for anyone to act on, and if they are stored in a space that is rarely accessed, they may never get to the appropriate audience to inspire and encourage the change.
5. Specificity – It is more likely that complete, specific insights will inspire an action. Insights based on high-level metrics and key performance information may be interesting and highlight anomalies and patterns, but are unable to drive immediate action because there simply isn’t enough detail. Insights must explain why the patterns occurred rather than just what happened. Data doesn’t become actionable until you have the numbers and the driving influence behind them.
Turn Data Into Results
Now that you have your insights and data into why your company is performing the way it is, and you’ve studied the attributes of actionable insights, it’s time to put them to use in your call center. Used the right way, data gleaned from call center quality analytics can be invaluable to improving customer service, reducing lag time and improving the morale of your call center. Data provides you with a direction to go when you are looking for ways to improve the process or the product you are offering to customers. Putting actions into practice is an important step on the path to better customer service. We have five steps to help you translate data into valuable, actionable insights for successful decision making in a call center.
These simple five steps highlight how a simple data analysis can do more than tell you WHAT your business is doing. It can also tell you WHY it is doing it and HOW you can improve it. In call centers today, data analysis is particularly important to improve customer service and ensure that your agents are doing their best job. With agent satisfaction comes happier customers and lower turnover rates for your call center.
Where Can Actionable Insights Improve Call Centers?
Call centers are focused on keeping customers happy, answering questions and resolving disputes, and maintaining efficiency at all times. Taking actual relevant data, examining it and turning it into an action that drives an improved trend can be a valuable process in many areas where call centers are typically looking to improve.