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How to identify broken processes to glean meaningful insights


In the wonderful world of interaction analytics one of the key value propositions is the ability to identify broken processes. There is a wealth of technology available today, including speech analytics, interaction analytics, conversational intelligence, and more.

The issue is that businesses are stuck in their old processes and often don’t realise they have any that are broken until the complaints start rolling in. Then there is often a call for a quick fix, which isn’t always the best thing for long-term value.

Over the past five years, the role of the contact centre has been evolving fast and, thanks to the impact of the Covid pandemic on the workplace, this rate of evolution has accelerated exponentially. With the ever-growing popularity of the cloud, we are seeing the break-up of traditional bricks-and-mortar contact centres, with people opting to work at home rather than going to the office.

Businesses are busy trying to strengthen the front line with a combination of human capital and technology. This is great for routing and handling calls, however it is the process after the call that is often lacking. Rather than bolting on pieces of technology to solve a single problem, the future requires a more integrated and connected infrastructure. The notion “my bit is now done” is no longer an option. There is a need for automation that understands the context of conversations, whether human or machine, to drive end-to-end processes and then place that learning back into those processes.

We are heading down this digital transformation road, and a whole host of communications and intelligence solutions and methodologies are being created to revolutionise customer service and engagement. It is crucial that businesses do not fall into the trap of accepting or ignoring broken processes but instead focus their attention on ensuring all their contact centre processes are carefully planned, tightly integrated and well connected. Get it right and businesses should be able to identify, fix and eliminate broken processes, as well as delivering great customer service and real business transformation.