Do you know what factors are determining your performance? Why critical metrics, like Customer Satisfaction or Average Handle Time, are floundering or flourishing? Every enterprise has specific patterns, unique to them, that act as the DNA of their success and failure, driving performance up and down reliably and predictably. These patterns, this DNA, is hidden in your data. If you could actually see this DNA, you could make the big changes and little tweaks necessary to truly transform your business.

An Example from Contact Centers

What if you knew that the specific words your customers say when they call your contact center determine, more than any other factor, whether their concern will be resolved (good performance) or will remain unresolved (bad performance)?

Getting more specific, what if you knew that when customers say the word “status” on a call, your performance will be good (their concern will be resolved on the first call) and when they use the word “warranty,” your performance will be bad (it will take 5 days to resolve)?

Drilling down even further, what if you knew that when a customer uses the word “status,” and they are female, and their concern is about your latest product, performance will be bad (it will take 7 days to resolve) unless you route their concern to your best agent, Phillip, because only he can deliver good performance for this specific customer (resolved on first call)?

And furthermore, what if you knew that these 3 customers in queue right now, which all meet the above criteria, should be directed to Phillip to deliver good performance?

If You Only Knew

If you had this kind of reliable, in-the-line-of-fire intelligence, you would have a delighted customer base whose expectations are anticipated and exceeded, a truly agile contact center that evolves and responds immediately and effectively to real-time changes in the environment, and a business that reaps the top- and bottom-line benefits of unprecedented customer satisfaction and operational excellence.

The Key Is Hidden

Every business has the DNA of its own success and failure hidden in their data. But how and why is it hidden? These unique factors and patterns that determine good and bad performance are often invisible because of a few common, but significant, barriers.

For starters, to find these patterns you need to make important connections across all relevant data. But the relevant data you need is almost always disconnected and siloed in your standalone systems (like CRM, ERP, WFM), third party databases (like with off-site financial vendors), and public repositories (weather data, for example).

Second, it’s essential to incorporate all kinds of data, regardless of its form. You need the numbers that most businesses collect and calculate — the sales figures, call volumes, transactions numbers, etc. –, but unstructured text from chat messages, email, social media, and phone call transcripts is equally important, as evidenced in our contact center example. Unfortunately, most businesses aren’t aware of the incredible value that can be wrung out of unstructured text. And those who do understand its value frequently don’t have the resources — the technology and staffing — necessary to collect and analyze it side-by-side with their numerical data.

Last, once you have gathered all the data you need, it must be analyzed in order to reveal the critical factors and patterns you want to see. Comprehensively analyzing data and extracting all patterns is a long and costly process where humans toil endlessly with Excel, queries, models, and code, to unearth just the tip of the iceberg – just a few important patterns.

Making the Invisible Visible

Emcien helps enterprises to unlock their full potential by making their hidden DNA visible. We use a process that breaks down these common barriers faced by almost every enterprise that’s actively pursuing digital transformation.

How do we do it? A new kind of analytics that leverages automation and machine learning to make connections across data, reveal the factors and patterns that determine good and bad performance, and stream them into your existing workflow — with no human intervention required — so you can make real-time improvements to performance.

Emily Gay

Emily is the Marketing Director at Emcien.

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