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Not Tracking Real-Time CX Analytics? You’re Sabotaging Your CX

The success or failure of your customer experience (CX) hinges on your ability to react quickly. Being able to respond quickly to changes, to head off disaster before it strikes, is what sets CX leaders apart. In short, you need the ability to respond in real time. That’s why real-time CX analytics are so crucial.

A wallboard is a common sight in the contact center. Key statistics such as queue length, average wait time, demand volumes etc. are displayed prominently for all agents to see. This provides a degree of visibility over the performance of the contact center as a whole; but how useful is this data to agents, really?

  • Though a broad overview of performance is essential to supervisors (so that they know when to schedule more agents, when to divert more contacts to self-service etc.) it doesn’t offer so much to individual agents.

  • For agents, it’s still one call after another. Agents need analytics that will help them in the here-and-now; that is, their immediate interactions.

  • Similarly, supervisors need the ability to drill down into individual interaction analytics, to see which agents are performing well, and which are struggling and in need of immediate support.

Perfecting your real-time CX analytics, then, is critical in giving your contact center the ability to pivot; to react flexibly to changes. In this blog, we break down the strategies and technologies that put real-time CX analytics at your fingertips.

Want more detail on key CX analytics? Content Guru’s new whitepaper, Forecasting the Future: Your Guide to Behavioral Analytics in Customer Service, provides an in-depth breakdown of the key metrics you need to be tracking to improve your customer contact.

What Does Real-Time CX Analytics Mean?

Real-time CX analytics are calculated to the second. They can cover every aspect of contact center performance; from queue length to the number of incoming calls, to average wait times for individual customers.

  • These analytics usually relate to the contact center as a whole. If you’re projecting data onto a wallboard for everyone to see, you want that data to be relevant to everyone who sees it. That means overall performance analytics.

  • The downside of this is that, the more general the real-time CX analytics, the less useful they’ll be to the individual agents. If all your wallboard can tell you is that the queue is presently long, all the agent knows is that they need to keep answering calls. Hardly a radical departure in strategy. And seeing an enormous queue might do more harm than good; agents could feel demoralized, rather than ready to tackle a challenge.

  • To unleash the real potential of real-time CX analytics, you need to provide information that allows agents to make changes in the moment, during an interaction, to ensure a positive resolution for the customer.

Real-time CX analytics, then, has to mean more than just ‘up-to-date analytics’. It has to mean valuable insights that support real-time adjustments in service, to better resolve customer inquiries. It has to mean essential data that supports agents to provide a better service to customers during an interaction.


AI-Powered Real-Time CX Analytics


Artificial Intelligence represents a revolution in real-time CX analytics. This transformation begins with transcription and summarization. Generative AI gives you the power to accurately transcribe every customer interaction; and once you have those conversations transcribed, you can subject them to analysis.

  • Sentiment analysis involves assigning every word in a transcript with an emotional or ‘sentiment’ value. These values provide an overall sentiment value for an interaction. You can ascertain how the customer feels automatically, without having to ask them.

  • Generative AI transcription allows for sentiment to be calculated in real-time, during an interaction. The agent can see a detailed breakdown of how an interaction is going, as that interaction takes place.

·        From here, the agent can work to adjust their tone and address the customer’s concerns. They don’t have to wait until after an interaction to implement feedback.

  • Supervisors, too, can see a full breakdown of customer sentiment during ongoing interactions. They can be notified if customer sentiment drops too low, and make an intervention where necessary.

And this doesn’t just apply to voice calls. In an omni-channel world, you can’t afford to focus only on voice. Sentiment analysis allows for a complete picture of contact center performance, across every channel.


Optimizing Contact Center Performance with Real-Time CX Analytics


Real-time sentiment analysis provides an unprecedented level of insight into interactions as they happen. It enables agents and supervisors to deliver outstanding CX, countering negative sentiment in real time and working to resolve it before the end of an interaction.

But that’s not all that real-time sentiment analysis can do for your contact center. All insight is invaluable for setting strategy and planning your approach.

  • Measuring customer sentiment at different points of the customer journey can identify pain points. When customers switch channels, escalate a contact, or are transferred from one agent to another, taking regular customer sentiment measurements can track how the customer’s mood evolves across an interaction.

  • From here, you can identify opportunities for streamlining. If customer sentiment regularly declines after escalations or switching between agents, working to improve your routing seems like a good place to start.

  • Real-time sentiment analysis can also aid with customer segmentation. By tracking how customer sentiment evolves over time, you can identify groups of customers by need, and figure out ways to tailor your responses to customer needs. Customers calling up to request information, for instance, will have different needs and expectations to those seeking a resolution to an urgent problem. Sentiment analysis helps you segment your customer base.

Real-time CX analytics provide new insights into your contact center performance; from here, you can identify opportunities to optimize and tailor experiences.

Real-Time CX Analytics with with storm®

Real-time CX analytics, powered by sentiment analysis, are the next step for your contact center. Failing to provide your agents with in-depth insights during interactions is effectively self-sabotaging; there’s no downside to more information.

Content Guru’s CX reporting solution, storm® VIEW™, provides comprehensive, real-time, and historical Customer Experience reporting. AI-powered sentiment analysis can be presented to agents and supervisors within a single, flexible interface, letting you move quickly to counter negative sentiment. storm achieves this through its integration with Jabra Engage AI, allowing for real-time tone of voice analysis.

Want to learn more about real-time CX analytics? Download our whitepaper, Forecasting the Future: Your Guide to Behavioral Analytics in Customer Service to learn more.