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The Team at CallMiner
June 14, 2017
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.
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:
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.
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:
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.”).
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.
How is your company leveraging interaction analytics to optimize contact center performance?
Learn the latest uses, benefits and keys to successful implementation of customer interaction analytics.