Navigating the Digital Communication Landscape: Are Companies Truly Available?
People are using more digital tools than ever before to communicate with the companies they do business with. Some make calls (which believe it or not is still the #1 preferred way of getting in touch with an organization), some write on social media to publicly share their inquiries, and some use webchat functions to skip past the small talk that so often happens over the phone. Everybody communicates in their own way, and we do so whenever it fits our own schedule because we now expect companies to be ready to reply at any given time using our chosen channel.
Of course, on the other side of any sort of communication sits the company. They have a solution for incoming and outgoing calls, trying to maintain a perfectly configured PBX which helps callers get to the information that they need in the best and quickest ways possible. On top of this they also have an omnichannel solution for communications that come in through their social media and other digital channels such as web chat which lets them be present where their customers are and available when needed. Finally, just like most organizations, they will have an internal collaboration and communication tool for efficiency work streams such as Microsoft Teams.
Some form of communication is constantly occurring across these different solutions simultaneously, with messages or tasks constantly appearing and waiting to be addressed.
Sound familiar? That’s because this is the current reality for many organizations and their employees across the globe. Because of this, there is a lot of constant juggling between different communication solutions and trying to be in several places at once.
But are they truly available when their customers reach out? Are they as effective as they believe and hope to be? The only way to genuinely determine this, rather than relying on intuition, is to analyze the data collected from all communications across these various platforms. But with so much data that is often presented in different formats depending on the solution, where to begin?
Importance of Data Standardization
To locate any information concealed within various data sets, it is crucial to first collect all the data into one place and standardize it. Comparing disparate formats is effectively comparing apples and oranges, which in turn makes it difficult to identify differences and spot irregularities in ways of working. Once gathered, standardized and simplified it becomes possible to gather key information from the original sea of data, allowing organizations to spot actionable trends. It’s important to remember that the less complex the data is, the more value you can bring out of it.
How are the queue statistics depending on each agent? Why is there a peak in queue time at specific times on specific days, and where were the call agents when they were needed the most? You have to know which dots to connect to be able to truly gain insights from analytics and to see how each data point affects another.
Multichannel Analysis for Complete Insights
Examining data from just one communication channel is insufficient because it only reveals how an organization communicates on that specific platform. Knowing what happens in a fraction of communications is only half the battle, so to understand the underlying patterns and reasoning behind certain behaviors, it is crucial to consider what happens on every channel. This brings us to the importance of analyzing statistics across all communication channels at once to unlock true and actionable insights from a complete dataset.
By encompassing all of the different methods of communication and the data that is generated from them, it becomes possible to gain a comprehensive overview of an organization's communications - both internal and external. This allows organizations to assess not only their operational effectiveness, but it also helps them to determine how available they truly are for their customers.
Unified Interface with Dstny Analytics
We have integrated numerous communication solutions into our analytics engine, Dstny Analytics, which offers organizations a unified interface for all of their data. Some of our integrated solutions include Asterisk, Broadsoft, Microsoft Teams, Dstny Omnichannel, and Dstny Core. We are continually expanding our integrations for customers who need analytics and comprehensive insights on their specific modules.