Contact centre analytics is a gigantic market. Valued at over $700 million in 2017, it is expected to cross a whopping $1.4 billion by 2022 at a more than healthy growth pace of 15.9% CAGR. We have all heard about call analytics, sentiment analytics, speech analytics, and other similar components of this market – but one segment that is often overlooked is desktop analytics.
Read on to learn how desktop analytics could help improve compliance adherence and optimise process flows at your contact centre.
What is Desktop Analytics?
You can define desktop analytics as a data processing solution that automatically monitors and captures agent desktop activity to reveal insights into agent performance.
Some of the things observed by desktop analytics include keystrokes, data entry, usage duration, fields accessed, application utilisation, and usage patterns. Essentially, desktop analytics provides team leads and contact centre managers with a window into how agents are using their desktop tools and if they are adhering to predefined application usage best practices.
4 Use Cases for Implementing Desktop Analytics
Desktop analytics isn’t just about monitoring employee activity or process adherence. It can help you meet important KPIs by:
- Preventing data misuse – Contact centres must be able to record customer calls without capturing any credit card or similar payment information, according to industry regulations. Desktop analytics can detect any instance when a customer is about to share their payment details to automatically pause the recording
- Automating data entry – Desktop analytics can flag whenever an employee is hovering on a specific field or is about to enter information. You can configure the analytics solution to automatically fill up fields based on event triggers – for example, if an agent enters the name of a known customer, the solution should be able to autofill the rest of the details
- Ensuring adequate agent training – New hires are frequently provided with reading manuals and scripts to help prepare for live interactions and assignments. Desktop analytics will ensure agents spend sufficient time going through these learning materials without getting distracted
- Flagging inefficient processes – You can leverage desktop analytics to map process adherence against performance KPIs. This will reveal if agents are having to invest too much effort into a process without a corresponding uptick in performance. Contact centres should ideally reconfigure inefficient processes so that they can be performed with optimal agent effort
To achieve these benefits, desktop analytics solutions typically employ a number of technologies like agent activity tracking (like keystroke monitoring), system performance analytics, contextual employee guidance, and workflow automation.
Considerations for Using Desktop Analytics
It is important to first obtain explicit consent before engaging in any sort of employee monitoring activity, and desktop analytics is no different. Further, it should come with a powerful automation engine and integration with your workforce optimisation and agent training systems to unlock its full potential. Insights from desktop analytics can be aggregated into 360-degree marketing and engagement reports, correlating traffic and agent activity with your channel and campaign investments.
