Unlocking the Power of Amazon Contact Center Analytics for Business Insights


Getting the most out of business analytics in Amazon Contact Center

The quality of a customer’s service experience impacts a business. Each customer counts in today’s competitive market, where customers have many choices. The quality your customer service contact center provides is the key to attracting new customers and developing loyal return customers. 

Many companies struggle to implement process automation to improve customer service due to costs and system complexity. 

Amazon Contact Center is a cost-effective, easy-to-implement solution that provides enhanced team collaboration and real-time interaction and significantly improves customer service quality. Amazon Contact Center returns a positive ROI for businesses investing in customer service. An added advantage for Amazon Contact Center users is business analytics. 

This guide describes Amazon Contact Center services, business analytics capabilities, and tips for using analytics to gain valuable business insights.  

Amazon Contact Center Analytics overview

Amazon Contact Center service includes embedded analytics that use a business’s actual data to generate fact-based analytics to aid in making informed business decisions. 

Amazon Contact Center Analytics include:

  • Caller and agent sentiment details and trends
  • Talk and non-talk time for caller and agent
  • Amazon Transcribe Call Analytics that enable based on the presence or absence of keywords, phrases, or sentiments
  • Detection of call issues, action items, and outcomes within call summaries
  • Detection of referenced entities within the call using Amazon Comprehend
  • Detection of when the call or agent interrupts each other
  • Analysis of tone of voice and volume

Amazon Contact Center Analytics provides a business with vital information on the quality of their customer service operation. Analytics allow businesses to decide if self-service portals work for their customers. Analytics answers how customers feel about products and what issues customers encounter. They also help you provide real-time data for agent performance reviews as well as new agent training. 

Key features include both post-call and during-the-call analytics. During a call or contact, Amazon Contact Center uses CCI Real-time Call Analytics & Agent Assist solutions. Real-time call analytics allow agents and supervisors to understand and respond to a customer’s needs. No more putting a customer on hold to converse with a supervisor. 

With Agent Assist analytics, supervisors can manage call outcomes and be available when needed without interrupting the call. Additionally, agents can access a searchable knowledge base directly at the click of a button or contact other agents for help. Fewer delays and rapid responses create positive customer service outcomes.

Amazon Contact Center Analytics include post-call features that provide insights into service issues or agent training needs. Calls are recorded to help detect issues with responses or product trends. Analytics can call out specific issues and help agents resolve issues faster. Supervisors can use call analytics to identify agent training or coaching opportunities. 

How to gain value with Amazon Contact Center Analytics

The first step is implementing the Amazon Content Center solution or integrating the analytics with an existing customer service solution. Once implemented, then let the calls begin. Keep in mind calls include any number of contact methods or channels used for customer communication. 

Provide call recordings, and Amazon’s Transcribe Call Analytics works to extract customer sentiment, call drivers, topics of discussion, and conversation characteristics. Conversation characteristics include tone of voice, volume, voice speed, interruptions, and non-talk time. 

Businesses can redact sensitive customer data from transcripts and record files for added security. For added security, businesses can opt to redact sensitive customer data from transcript and recording files. Use both the during-the-call analytics and post-call analytics to truly get a sense of where your customer service center’s performance stands. 

Amazon Contact Center Analytics help customer service organizations to:

  • Analyze real customer and agent interactions
  • Identify common product issues
  • Track customer satisfaction
  • Evaluate agent performance and compliance
  • Personalize customer interactions
  • Improve call resolution rates
  • Identify customer and product trends to optimize business strategies

Best practices for optimizing Amazon Contact Center Analytics

How can an organization get the most from Amazon Contact Center Analytics? Customer service groups can take steps to improve the quality of data and analytics. The quality of the data directly impacts the value of the analytics produced. 

Start by ensuring the organization understands the four methods used for business analysis. There are four primary methods of business analysis:

  • Descriptive
  • Diagnostic
  • Predictive 
  • Prescriptive

Descriptive analysis interprets historical data to detect repeated actions or patterns. Diagnostic analysis is reviewing data and analyzing why an event occurred. 

For example, when a customer hangs up on an agent, organizations can determine why. Was it something the agent said? Was the customer frustrated with the answers or the process? Both are critical for improving customer service levels. 

Predictive analysis uses data to forecast what will happen based on today’s data. Agents and supervisors can use analytics from the Amazon Contact Center to plan for future issues, create accurate knowledge base entries, and train agents on how to respond before an adverse event occurs. 

Prescriptive analysis is manipulating data and experimenting with different scenarios and outcomes. In other words, how can you use call or contact data to improve the quality and consistency of customer service?

Next, discover how to ensure the data used for analytics is accurate and high quality. Ways to improve the data used for analytics:

  • Define what types of data are most critical for the business
  • Ensure data is organized and managed securely and with high accessibility
  • Clean up data regularly to increase current, complete, and relevant data
  • Normalize data for consistency
  • Use the same data across the organization, including customer service

Data quality is essential for analysis value. After all, you don’t want to make customer service decisions based on inaccurate data. Amazon Contact Center services and analytics can help capture and maintain high-quality data for the best results. 

Common challenges in Amazon Contact Center Analytics 

The most common challenge when using Amazon Contact Center Analytics is data quality. Additionally, planning for issue correction is essential if an organization is integrating analytics into a different contact center solution. 

Some organizations often experience resistance to using real data analytics instead of general industry forecasts and predictions. Ensure the organization understands the value of making decisions based on actual business data versus generalizations. 

Frequently, privacy concerns come up. Agents may feel supervisors are continuously spying on them through the system. Ensure agents and supervisors understand the benefits of using Amazon Contact Center and its analytics to improve service and evaluate performance fairly. Plan time for resolving employee concerns and ensuring the team feels comfortable with analytics’ learning and guidance opportunities. 

Are you ready to gain valuable business insights?

Business analytics are powerful tools that give organizations distinct competitive advantages. Analytics based on real data allow business decisions and strategies based on fact and not generalized industry-specific information. Organizations that use analytics improve efficiency and productivity by 64% and increase financial performance by 51%. 

Need help maximizing the value of the Amazon Contact Center, including analytics? Contact CloudHesive to learn more about how Amazon Contact Center tools can improve your customer service center performance, productivity, and business value.

As an Amazon Managed Services partner and Amazon Premier Partner, CloudHesive helps any organization improve its customer service center management and efficiency using ConnectPath and Amazon Connect. 

See what other customers have to say in case studies available from CloudHesive. 

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