Call analytics

What is call analytics?

Call analytics is the process of collecting and analysing call data. That can include everything from caller demographics to key contact centre performance metrics.

Even deeper than that, call analytics can help uncover critical customer intelligence insights. For example, what drove the customer to make the call in the first place? What was the sentiment behind the call? How satisfied were they with their experience? 

The point of call analytics is to derive insights into customer trends, behaviours, needs, and preferences. Armed with this data, you can optimise marketing campaigns, improve sales strategies, and empower customer service agents.

But first, you need a call analytics solution. Or, even better, a customer engagement platform with in-built call analytics.

Business benefits of effective call analytics

Marketing, sales, customer service, and more—the benefits of call analytics can be felt throughout your business. Here’s why you need a call analytics platform.

Improved customer experiences

The data you collect about your past, current, and prospective customers holds the answer to the age-old question “What do your customers want?”

Call analytics provides you with the customer intelligence data you need to accurately design experiences that meet and exceed evolving expectations. For example, IVR analytics can help you see how users interact with your automated menus. 

Contact centre data like answer times, missed call volumes, and call abandonment rate can also help you gauge whether you’re meeting the immediate need for fast and reliable customer service experiences.

Using this data, you can identify points of friction in your customer journey and optimise your resources to meet their needs. 

Long customer wait times? Then utilise more staff during peak periods. High call abandonment rates for customers using your IVR menu? Then streamline it for a smoother experience.

That’s not all, though. Call analytics can also be leveraged to help you meet your customers’ needs on an emotional and empathetic level.

Take call recording, for example. With access to all your past conversations—both in audio form and as searchable transcripts—you can gain insight into what your customers want directly from the source.

For example, what are their main reasons for calling? What do they like or dislike about your product or service? What agent interactions do they respond positively and negatively to? 

With insight into the deeper factors influencing positive customer experiences, you can align your values accordingly and make core changes that drive satisfaction and loyalty.

And then there’s speech analytics and sentiment analysis. 

Dialpad can help you analyse conversations in real-time, identifying words, sentiment, and tone. This enables you to track how often certain words and topics are mentioned in conversations to quickly pinpoint recurring problems. 

Notice a slew of customers asking for their money back or complaining about a specific product feature? Then you can use speech analytics to track these occurrences and quickly resolve the issue. You can also set up Real-Time Assist (RTA) cards to pop up on your agents’ screens to help them answer any tricky questions that you notice recurring.

More efficient internal workflows and processes

Inefficient workflows can prevent agents from meeting their goals. Call centre analytics illuminate the hidden inefficiencies that may otherwise go unnoticed, paving the way for targeted improvements.

With Dialpad, you can view a comprehensive call centre dashboard that details all the KPIs you need to gauge real-time performance. This includes metrics like call volumes, abandoned calls, average handling time (AHT), and more.

An analysis of your call centre dashboard might reveal that your call volumes rise during specific times of the day, increasing your average response times and number of abandoned calls. Thanks to this data, you can thus adjust your resources to meet peak-period demand. 

You might hire more staff, for example, or implement an IVR system that can handle basic queries. In doing so, you streamline workflows, take the pressure off employees, and empower the delivery of better customer communications.

And don’t forget—call analytics can monitor individual and team performance too. 

Even one underperforming employee can hurt your team’s workflow. Metrics like high AHT, low first-call resolution, and poor CSAT scores all indicate that a staff member is struggling. Monitoring these analytics can help you catch issues early and combat them with appropriate training.

Better ROI for marketing campaigns

Call data—whether it’s generated from marketing, sales, or customer service—presents a treasure trove of insights for marketers. Call analytics can be used to analyse customer behaviour, identify trends, and even attribute revenue to specific campaigns. 

Let’s say a customer views your online ad and calls your sales team. As well as capturing which marketing campaign motivated the call, the best solutions can record, transcribe, and analyse the content of the call. 

So, marketers can clearly see which campaigns generate the most calls and what types of campaigns foster high-quality leads and drive conversions. 

Essentially, this tells you which campaigns work and which don’t. By allocating more resources to high-performing campaigns, marketers can turn around a better ROI.

But why stop there? Call analytics also allow you to tap into customer trends and behaviours without having to bombard customers with survey after survey. 

Add virtual labels to calls to categorise them based on the topic of the call, the level of interest, and so on. Learn what products generate the most interest and why. Discover new customer pain points and preferences. And, ultimately, leverage these insights to optimise new and current campaigns for conversion.

Get call analytics built-in as part of Dialpad’s AI-powered customer engagement platform

If you handle lots of incoming calls from customers, you need call analytics to improve customer experiences, internal workflows, and marketing ROI. But why opt for third-party tools when you can get a customer engagement platform with AI built in? 

Dialpad is created with native AI, making it capable of collecting vital customer intelligence. Along with essential call analytics—like call volume and wait time heatmaps, IVR menu analytics, and custom moments—you can also gain deeper insights using real-time transcription, sentiment analysis, and speech analytics.