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Comparing Screen Capture and Desktop Analytics - Which Is Better?

June 28, 2012 | Comments: 0 | Views: 185

Inefficiencies at the agent level account for 5-10% of lost contact center productivity, and those wasted seconds cost millions. In order to identify specific agent behaviors impacting performance, both screen capture and desktop analytics can offer valuable insights. However, the two are vastly different in terms of how in-depth the information they provide is, which can have a dramatic impact on the long term benefits they deliver to contact centers.

Screen capture is used only for the small percentage of calls that are recorded and reviewed for quality assurance programs (typically 3 to 10 calls per agent/month). Generally, not more than 2% to 3% of all calls received by the department are monitored for quality assurance. Seeing as how a large contact center could be processing millions of calls each month, there is a lot of data being left unrecorded.

Since screen capture cannot aggregate data across the entire organization, contact center managers do not know which systems, processes and policies are negatively impacting their agents' performance and ultimately, the customer experience. They are limited to looking at one time occurrences that may not accurately reflect the whole picture. This means that any coaching or training needs have to be manually identified based on the small amount of recorded information. Important training issues might go unnoticed if they aren't part of the sample data.

Contact center agents are asked to consistently minimize handling time, yet are still required to assimilate large volumes of information (in a matter of seconds), navigate multiple systems and screens perfectly, meet all productivity and quality standards, and create an amazing customer experience no matter what. And unfortunately for them, their performance is often only evaluated on the basis of how they perform on three to five calls a month. It doesn't matter if they were perfect 99 times out of 100 if that one call where they dropped the ball is being monitored by their superiors.

On the other hand, desktop analytics tracks agent activity on every customer interaction AND between interactions. 100% of every desktop action is recorded, whether it is a mouse click, key stroke, screen navigation or system function. This helps contact center managers identify both agent and system issues that are negatively impacting performance and the customer experience. Since desktop analytics data is collected from the entire contact center and not just isolated recordings, managers have the information they need to identify macro and micro areas of improvement including: system-wide performance issues, inefficient system designs, workflow bottlenecks or individual agent training needs. Desktop analytics can also track software utilization and identify any applications that are not used, so the call center system can be consolidated to whichever applications are actually necessary.

One of the really great benefits of desktop analytics is that it provides real-time feedback to contact center agents. Prompts can help minimize agent mistakes, which is incredibly useful when training new-hires, as the system will provide the agent with correct processes to follow, coaching tips, policy or procedure information, compliance disclosures, links to external websites and guidance for the next-best action.

Desktop analytics helps contact centers truly understand the processes that each agent takes while they are handling a call. It not only protects the agent by showing that sometime the system, and not the employee, are at fault for a lag in productivity, it helps the contact center get a real "under the hood" look at their organization on the micro-level. Screen capture, although an important part of quality assurance programs, only show a piece of the puzzle.

Enkata's ( ) workforce optimization and customer experience analytics solutions can help improve your employee's performance while lowering costs. Our Customer Journey Cloud for contact centers is the most advanced set of performance management solutions and workforce analytics capabilities available today. Enkata Quality Management solutions enhance traditional QM functionality by incorporating advanced analytics, automated workflows, closed-loop coaching and integrated performance management.

Source: EzineArticles
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