Interaction Analytics

Gleaning insight from customer interactions can help businesses be proactive and capitalize on market opportunities first, as well as to intervene in situations before they evolve into potential problems. It is for this reason that customer interaction analytics has become important for business leaders, who need to know customer needs, expectations, behaviors and intent.

Analytics tools have been used by telemarketing to deal with the structured data held within customer and prospect databases. The objective of these tools is to gain customer insight into what happened. However, if you need to know why it happened and what is likely to happen next, then you need to look at the next generation of analytics.

Customer interactions today are spread across voice, chat, email and phone- and web-based feedback; more interaction data is present in agent applications, CTI events and more. The problem is how to rapidly gain insight from this goldmine of customer interaction data: unstructured information (not held in the neat rows and columns of databases) and presenting it in reports and visual views that are meaningful to business leaders. Advanced interaction analytics is a portfolio of tools that enables insights to be drawn from unstructured customer interactions. It does this by applying techniques to identify groups of interactions that meet specific search criteria and warrant further investigation.