Call centers collect and generate a massive amount of data on a daily basis. Yet in most of these operations (and especially in legacy call centers), the data being tracked and analyzed has always been quantitative in nature: the number of calls received, call length, hold times, and resolution rates. But due to the increase in the focus on the customer experience, modern contact centers have come to a realization: while such details and numbers are helpful, they are no longer enough to measure (and ensure) the success of a contact center. Nowadays, looking at the bigger picture of all customer interactions across the entire lifecycle has become vital to delivering exceptional experiences and boosting the performance of a contact center. And one of the best tools for achieving this is by using contact center analytics.
Masergy, a trusted managed networking and cloud services provider, is helping businesses use analytics to enable better agent performance and an improved customer experience. Launched earlier this year, Masergy's Cloud Contact Center, which was released earlier this year and offers businesses the tools needed to convert mass data into actionable insights.
In this article, Dean Manzoori, the Vice President of Cloud Communications at Masergy, shares with VoipReview.org the importance of contact center analytics and details how Masergy is helping contact centers upgrade their performance through their next-generation Cloud Contact Center solution. Manzoori also talks about some contact center trends worth watching out for in the coming year.
Driving Success in Modern Contact Centers with Masergy
Headquartered in Plano, Texas, Masergy is committed to transforming legacy call centers with the help of their next-generation customer interaction solution. Masergy’s Cloud Contact Center platform provides a variety of analytics that enables contact centers to gain timely insights into customer behavior and experiences. This affords them the opportunity to seamlessly meet customer needs, quickly respond to issues, and rise above the competition.
“With our Contact Center as a Service (CCaaS) solution, we provide an analytics engine which takes information from different platforms as well as normalized data coming in from different parts of an organization (information from Automatic Call Distributor (ACD) voice routing engine, multimedia engines like web chat or email, data from an ERP or CRM or custom business applications) that can be brought through and into the system via APIs, SQL tables, and more,” said Manzoori. “And ultimately, the point is that I can bring this data into the engine and then visualize the data for better understanding,” he emphasized. “Not only can I just look at the call center performance in general, but I can compare it to the other parts of the business as well.”
According to Manzoori, their platform makes it possible for companies to see how the revenue generated from specific customers, in conjunction with how many calls come into an organization, impact the business. “Most times, businesses come to find out that the smaller customers who might call you proportionally higher than the customers that spend more money get treated the same,” shared Manzoori. “And so there is an opportunity to auto-identify customers that are more valuable to help prioritize them without any manual tasks involved. Through our platform, users can take info/revenue, seed into analytics, feed them back into the contact center engine, and then can grant these customer calls or customer emails higher priority and shift them into a VIP queue in real-time so you’re effectively making routing decisions as things are evolving.”
In addition to offering a powerful Analytics platform, Masergy’s contact center solution also offers an array of standout features, including:
Omni-channel approach - Aside from their analytics engine, Masergy offers an omni-channel approach with multiple modalities, including voice, web chat, email, SMSs, social media, etc.
Optimization - The platform also helps to measure contact and/or interaction quality to help perform resource allocation and the timely scheduling of the most appropriate agents. It also allows companies to be able to do quality assurance by looking at the content of interactions, recordings, screencaptures, and more. It can even perform a function called “voice mining,” where it looks at phrases and can score calls and score agents based on their performance. All of this can be captured and automated within this scoring engine.
Easy deployment - Another advantage of leveraging Masergy’s contact center solution is its ease of deployment. The company provides a dedicated team with a single point of contact that works through the process of the contact center with the customer. Oftentimes, it can be relatively complicated with all of the requirements of the IVR and intelligent routing, data dips, screen pops, and more. “But since we do everything from a cloud solution, all of this is already deployed, and makes it easier to work with and use,” said Manzoori. “Users want simplicity and an intuitive interface, and we deliver that via the cloud.”
Unlimited training - Masergy offers unlimited online training sessions because they believe that well-trained customers lead to fewer trouble tickets.
CRM integration - Masergy’s cloud contact center integrates with any CRM, including Salesforce, NetSuite and Zendesk. The platform specifically offers a native integration with SalesForce so that the actual agent/client lives inside of SalesForce. “The admin has access to reports and the configuration is all done from the SalesForce side of things so that you don’t need to exit the SalesForce environment to access the contact center solution,” said Manzoori. “I believe that this is going to happen with more CRMs and business process applications as the demand rises,” he added.
Top Contact Center Trends to Watch Out for
According to Manzoori, the contact center space will soon be faced with great technological disruption and growth opportunities, especially with the innovation in Artificial Intelligence (AI). “I think that the technologies are there for AI, and there is so much more that can be done with customer interaction through automation,” Manzoori said. One particular instance would be how websites can be better formatted to guide users and understand browser history to point users to the right answer, faster. And he believes the same thing works with a call or web chat or email. “If we know about your previous interactions or if we can (in a real-time manner) understand what you’re asking, we can provide you with faster answers to your questions and help you to process your orders much quicker,” he said.
Manzoori added that with the popularity of AI, contact centers can significantly revolutionize the way customers are supported. “There will not be a need to have as many physical bodies in order to keep customer satisfaction high,” he said. “We can have machines make real-time decisions to help customers get the info they need at a faster rate.”
Manzoori also raises the possibility of connecting different contact center interactions so they are not siloed. He said: “What if a customer has a webchat today and a phone call tomorrow? Can we connect the two together to make for a complete customer profile? If you can put all of this together in real-time and give this information to agents, they can better provide service and increase customer satisfaction tenfold.”
To learn more about Masergy, and their range of solutions, visit Masergy’s website.
Masergy Communications offers global cloud networking services, security solutions, and cloud communications. Masergy has been changing the enterprise IT ecosystem since 2001 with their innovative solutions. The company's cloud communications solutions deliver a comprehensive suite of communications and productivity applications, allowing businesses to engage employees, customers, and clients better. Masergy was named as the only Visionary in the 2017 Gartner Magic Quadrant for Global Network Services.