1. Customer Analytics: Strategies for Success
John Keyes
SoundBite Communications

2. Contact center analysis Outbound analytics and optimization
Agenda
Overview of analytics
Contact center analysis
Outbound analytics and optimization 2

3. Overview of Analytics Performance Analytics Predictive Analytics
Reports that show past performance and trends
Predictive Analytics
Models that make predictions / forecasts
Overview of Analytics
Help to answer the following questions:
How has my contact center been performing?
What has been the best day and time to reach call recipients?
When should I change my treatment and/or script strategy?
Have recipients been responding across all types, scores, balances, and ages?
Help to answer the following questions:
Should I contact this account?
If so, what should my method of contact be?
When and how often should this account be contacted?
What is the probability of this account responding?
How much should I spend to try to get this account to respond? 3

4. 3 levels of treatment Level Description Statistical Examples
Portfolio Level
Treat the entire population in the portfolio the same.
Data Mining
Performance Analytics
Segment Level
Create sub-groupings of the population and treat each sub-group the same.
Clustering
Segmentation
Record Level
Treat each individual in the population as a unique entity.
Regression Models
What-if Simulations 4

5. Analytics Progression
Category
Description
Examples
Measurement and Reporting
Tracking and summarizing campaign results using pre-determined or ad-hoc metrics.
Campaign Reports
A/B Testing and Measurement
Strategic Data Analysis
Monitoring and analysis of trends in data to produce conclusions with significant business meaning and strategic inputs.
Performance Analytics
Trending Analysis
Seasonality Analysis
Heuristic / Data Driven Segmentation / Scoring
Organizing customers into meaningful groups for business management or differential treatments based on business rules / decision trees / clustering techniques.
Balance-score Based Segments/Scoring
Multi-attributes Data Driven Segments/Scoring
Predictive Modeling/Scoring
Applying statistical modeling techniques to predict and maximize individual customer behavior.
Likelihood to Pay
Recovery Score, Action Score
Simulated Optimization
Using optimization algorithm to assign customer treatments that satisfy defined business objectives and resource constraints.
What-if Scenario Simulations 5

6. Examples: Performance Analytics
Contact Center Performance Analytics
Hold times by hunt group (including time of day / day of week)
Recipient willingness to hold
Hold and ring time trends
Agent talk time distributions across campaigns
Call Recipient Performance Analytics
Call pass & device escalation effectiveness
Best time of day / day of week
Responses across locations (region, state, zip code, area code, time zone, etc)
Script hang-up graphs
Responses by recipient characteristics (score, balance, etc.)
Test and Control performance results (A/B Testing) 6

7. Integration with analytics partners
Client Database
Partner: Should this account be called?
Analytical Data
“Yes”
Calling Strategy
Optimization
Analytics
“No”
Holdout or Other Treatment 7

8. Contact Center Analytics8

9. Contact Center Service Level Analytics
Willingness to Hold 9

10. Analyzing the Components of Wait Time
4 Seconds
18 Seconds
20 Seconds
8 Seconds
10 Seconds
12 Seconds
50 Seconds
22 Seconds 10

11. Time of Day in the Contact Center
“My average service level is 18 seconds so I don’t need to make any improvements to my contact center.”
Tuesday Contact Center Analytics
Time of Day
Busy %
No Answer %
Success %
Hold Time
9:00 A.M.
18% 1%
62%
48 seconds
10:00 A.M. 6% 0%
78%
22 seconds
11:00 A.M. 2% 3%
92%
16 seconds
12:00 P.M.
15%
72%
28 seconds
1:00 P.M.
77%
2:00 P.M.
87%
12 seconds
3:00 P.M.
10 seconds
4:00 P.M.
14 seconds
5:00 P.M. 7%
76%
21 seconds
6:00 P.M.
11%
68%
37 seconds 11

12. Skill Group Reporting 12

13. AVM / Contact Center Analysis13

14. Skill Group / Right Party Talk Time Analytics14

15. Outbound Analytics and Optimization15

16. Calling Time Zone / Time Focus Analysis16

17. Call Pass Effectiveness Analysis
25 – 30% Live%
50 – 55% AM
1 Pass
Total Inbound:
DCs: 30
Callbacks: 22
65 – 75% Live%
15 – 25% AM
3 Pass
Total Inbound:
DCs: 75
Callbacks: 10 17

18. Day of Week Analysis 18

19. Time of Day Analysis 19

20. Banding Results: By Balance20

21. Banding Results: By Age21

22. Banding Results: By Score22

23. Script Effectiveness 23

24. Device Escalation Effectiveness Analysis
Work, Home, Cell
1.88% Promise %
2.18% Promise %
Home, Home, Cell 24

25. Multi-lingual Scripting Options
Add Spanish Option 25

26. Geographical Analysis-Voice Dialects
Country
Time Zone
Region
State
Area Code 26

27. Dashboard / KPI Management27

28. Summary Don’t just look at averages Drill to the lowest level
Start with contact center performance analytics
Outbound performance analytics
KPIs and measurement
A/B testing
Predictive Analytics
Don’t just look at averages
Drill to the lowest level
Measure, Measure, Measure! 28

29. Thank you! John Keyes SoundBite Communications jkeyes@soundbite.com