Business intelligence (BI) initiatives are not being pursued by call centres that feel they lack the time for such endeavours, a new report claims.
A survey by ProtoCall One found that BI strategies such as web analytics were a struggle for many call centres in the UK, reports Call Centre Focus.
Some 63 per cent of responding senior heads said that they lacked the time for such endeavours, with 75 per cent using past data rather than real-time information to track the performance of their agents.
Meanwhile, 50 per cent of those polled claimed that agents spent less than five per cent of their time completing manual workarounds such as forms, with 37 per cent stating that their organisation treats BI and the performance of their agents separately.
"There is a genuine shift away from old automatic call distributor metrics to business-linked key performance indicators, but this obviously requires a commitment to effective BI integration," said Chris Rodwell, practice head of business intelligence at ProtoCall One.
A recent study by Aberdeen found that BI performance has improved among top companies over the past year.
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