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Here is why you need business intelligence for your contact centre

November 15, 2021

To measure is to know

It was the scientist Lord Kelvin who said,

When you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meagre and unsatisfactory kind; it may be the beginning of knowledge, but you have scarcely in your thoughts advanced to the stage of science.

For contact centres, this holds great importance.

If you are not measuring your key performance indicators in real-time, how can you expect to meet the needs of your customers, continually improve your customer experience, or respond to every new business opportunity?

72% of millennials expect a company to respond to them within 1 hour.

30% expect an answer immediately.

The millennial demographic constitutes the largest consumer demographic in history with more spending power than any other generation.

As customer demands continue to increase and businesses don’t employ the right intelligence and technology, companies will lose business and level of trust in the market.

The age of Business Intelligence and Insights

Today’s contact centres generate a blistering array of data, but many organisations are not leveraging it to its full potential. Making use of this data is essential to:

  • improve the customer experience;
  • optimize sales and marketing funnels;
  • increase customer retention;
  • improve staff morale and retention; and
  • improve ROI.

You need to know why customers contact your business, what problems they encounter, and their common questions that give us valuable insight into the entire customer journey.

You also need to understand agent performance and challenges in order to improve the agent experience and ultimately improve your contact centre efficiency.

Where does this intelligence come from?

Customer and agent information comes from many places, including:

  • Customer automatic call distribution and omnichannel message queues
  • Agent performance stats
  • Workforce Management (WFM)
  • Voice Recordings and Analytics
  • IVR’s
  • Web Chat
  • Social Media

Collating, cleansing, and organising this data for decision making is a crucial first step. Confident decision-making then requires a full suite of synchronised CX and BI solutions:

  • BI reporting
  • Dashboards
  • IVR and voice analytics
  • Agent evaluation and training
  • Customer satisfaction surveys
  • Activity tracker

BI reporting

Call accounting, call reporting, TIMS or business intelligence? Whatever you call it, we call it CyReport – our powerful business reporting solution for telephony systems. The browser-based user interface delivers reporting information via a large suite of intelligent reports.


The sizzle is in the dashboard! Exciting features include a browser-based user interface, a massively extended range of statistical power, a new range of graphical widgets, customisable dashboards with drag & drop design interface and custom alerts.

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IVR and voice analytics

The next generation of enterprise communication includes AI-powered speech analytics. This is a powerful tool to monitor your Brand Health, Competitive mentions, and the Customer Journey through your call centre! Visualize call data like customer sentiment, product feedback, website confusion, or FAQs!

Agent evaluation and training

Your team is your most expensive and valuable asset. CyCoach enables you to build skills, confidence and performance through consistent professional assessment, feedback and direction.

As you know, your people act on the front line and are the face of the company. They deliver the ‘moment of truth’ which determines a customer’s perception of and reaction to your business. ‘Moments of truth’ can make or break your organisation’s relationship with your customers.

It’s a challenge for businesses to deliver training consistently and, equally important, evaluate, provide feedback and continue the growth of skills after initial onboarding.

Customer satisfaction surveys

There is a gold standard for companies who want to translate customer experience into profitable growth. It’s called Net Promoter.
We recommend the Net Promoter Score as the metric to determine the highest impact on your Customer Experience. Therefore, we have developed a powerful but simple customer satisfaction survey tool that enables you to ask your customer questions that request a simple 1-10 score.

Activity tracker

Our Activity Tracker improves productivity and security for customers by closely reporting the productivity of their team.

Activity Tracker works by reporting when ‘non approved’ applications are being used and for how long. Use of Facebook, online movies, blogs, social media, and news reading represent a huge cost and loss of productivity to the business.

Time to take control

As Lord Kelvin would say, “if you cannot measure it, you cannot control it”.

For contact centres to work for you and your business, benchmarking and improving your customer and agent experience is incredibly important.

Take full control of your contact centre today by implementing Cytrack business intelligence tools.

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