NobelBiz® Blog | First Contact Podcast VIDEO+ ARTICLE | The Future of Post-Call Analysis in Contact Centershttps://nobelbiz.com/wp-content/uploads/2020/04/christian-montes.png Host Christian Montes Executive Director of Sales at NobelBIz There is a long way from analysis to result and that road can be paved with many bottlenecks and challenges. Let’s look at how Balto fits into that. Dive into the article and find out more about call deflection, real-time monitoring vs post-call analytics, and much more. More from the episode! https://nobelbiz.com/wp-content/uploads/2021/07/Website-roundPic_marc.png Guest Marc Bernstein CEO & founder of Balto Published on July 23, 2021 The Future of Post-Call Analysis in Contact Centers The capacity to identify when an event occurs and assist an agent in handling the call correctly and providing the information they need is also referred to as real-time monitoring. But the debate is still out in trying to determine if this eliminates the need for post-call analytics.PGlmcmFtZSBzcmM9Imh0dHBzOi8vb3Blbi5zcG90aWZ5LmNvbS9lbWJlZC9lcGlzb2RlLzByY2NDYTFyR2RpNDRHRzd0OWdlN0kiIHdpZHRoPSIxMDAlIiBoZWlnaHQ9IjIzMiIgZnJhbWVCb3JkZXI9IjAiIGFsbG93dHJhbnNwYXJlbmN5PSJ0cnVlIiBhbGxvdz0iZW5jcnlwdGVkLW1lZGlhIj48L2lmcmFtZT4 Christian: So we talked about having better post-call analysis, that way you can increase the conversations, improve the relationship, but can you tell us what do you think the future of post-call analytics is going to be? And how does your company fit into that? Marc: I think it really depends on what kind of user you have, there is some portion of users who want to do post-call analysis, they want to do big batch analyses where they analyze a million calls at once and go develop models. And there are some teams that are really good at that. The problems There are two problems with that: one, your lead time is super long, because you're doing this big analysis, and you're spending usually months, putting together a model. So it takes a long time to go from analysis to result. And then once you do it, where does that model go? You usually hand it to a sales leader, customer service leader, and they say: ‘thanks.’ But how do you actually get that model applied at scale across all of your sales and customer service people across your entire contact center? Those are two bottlenecks or challenges with post-call analysis, even though the ability to dig in mind for insights is useful, you can find great stuff there. Call Deflection Interaction I think the future on that side is particularly going to be on your call deflection interaction and looking to find different use cases people are calling in with, so you can change your IVR. So you can change your chatbot to try to handle some of those cases proactively, very useful for marketing and product research and voice of the customer. And I think it's because we haven't done a good job of turning the voice of the customer into something useful. So when you look at what the future is, I think that's kind of what the past of post-call analysis looks like. And you can use that post-call in a very useful way and get a good ROI from it. But if you advance in the field and say what's coming forward, I think it's post-call analysis, where it immediately surfaces an insight. On Balto’s side, we'll analyze calls after the fact and we'll put up a recommendation that says this particular question that you're using, or this value proposition, you're giving it this way, you're explaining something is effective 72% of the time, it's the most effective item, push this button, and all of your agents will start to see that on the next call. Or this one isn't effective, pushing this button will take it right out of your recommendations. So no one is using that question anymore. It's the ability to connect the post-call analysis with the actual real-time experience that people have when they're talking to customers live in their interactions. Managing the Outcome Christian: So a couple of questions around that: do you have the ability then to attach the outcome of that call to the analysis? If that call was a productive call or a positive outcome, the way that the call is dispositioned in essence, or otherwise, to be able to attach to what was said and use is actually benefiting or gaining the outcomes that you want? How are you tying back the data of things that you want as things said or recommended, tied back to the outcome that you're getting from that call Marc: Yep, we do. And it's absolutely critical that we do because the ability to tie what is being said with: did it work or did it not, turns Balto from a recommendation engine, which is the foundation that we built into the most powerful AB testing system on planet Earth, the marketing world has been AB testing since the Sears catalog in the 1800s. The sales and customer service were all in contact center world isn't AB testing anything except IVR selections, but not actually in the conversations. So because we're able to tie what is being said to the outcome, you can say, you can see, when someone says, talks about pricing this way, the call leads to a successful sale 72% of the time, versus if I talk about it this way, it's 50% of the time versus about this way, it's 10% of the time. So those analytics being presented are critical. 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