Mining priceless conversations in the contact centre

Online since 13.06.2017 • Filed under Industry news
Mining priceless conversations in the contact centre

JOHANNESBURG – June 12, 2017 – Talk in the contact centre is not cheap. It is in fact one of the richest forms of information collection a company can get; allowing them to learn more about the customer and use this insight to further business prospects and improve on the customer experience.

“Standing out from the competition and being an outstanding customer service organisation is a goal many businesses hope to attain,” says Ebrahim Dinat, COO of South African customer experience solutions provider, Ocular Technologies.

“Big data and analytics and the increasing sophistication of both business intelligence (BI) and artificial intelligence (AI) technologies are a means to attain this status.”

Data analyst, Ayushi Mishra, in her blog ‘How to collect big data’, explains the term “big data” as being connected to four “Vs”, specifically: velocity, volume, variety and veracity.

She says that each ‘V’ has a noteworthy part to play in the presence of big data and that “big data as an idea alludes to high-speed accumulation of information in extensive volumes, which exudes from an assortment of sources bringing on various types of information which is unverifiable in nature.”

The contact centre especially offers businesses a greater understanding of its consumers.

Manish Bajaj, country manager for India and the Middle East at Ocular Technologies’ software partner, Aspect, highlights: the contact centre is a goldmine of customer information.

“Talk in the contact centre – whether via phone, social media platforms, text and more – is a conversation between customer and company and that is priceless,” adds Dinat.

Bajaj further notes, “Just think about customer data from the day the relationship with a brand started: historical conversations, customer’s appreciations and complaints on social media, history of voice and chat conversations with agents and so much more, residing in one central place. And add to that the history the connections built over other touchpoints like kiosks, websites, portal logins, payments made, issues faced, and more.”

Intelligence tools have become widely adopted across business. Dinat says these tools cannot be ignored by the contact centre.“ Intelligence tools have the strength to take the contact centre the next level, refining it and helping the entire organisation reach its full potential.”

Bajaj points out some intelligence tools that can add value:

  • Speech analytics – this can be used to improve the customer experience, identify knowledge gaps and areas in which the agent might require more training. It can also identify which agents are passive or proactive, what they can handle and where they have difficulty. Speech analytics can push agents with messages to respond aptly when on call and much more. On the customer’s side, it can gauge customer emotion and satisfaction by analysing their voice, tone, silence patterns, and more. It can be used effectively to identify the success of a campaign as well.
  • Self-service analytics - IVR has evolved from voice to text and has started taking prominence again as customers prefer texting and messaging over talking in today’s self-service world. Analysing this data can produce valuable insights from basics like accurate caller identification to the reasons for calls, improvement in call flow, and more.
  • Cross channel analytics - Customers today don’t reach an organisation through just one medium. Armed with smartphones they can call, e-mail, chat, use social media or use mobile apps and a host of other sources to make contact. The data flowing in from each of these channels contains valuable customer insights. Cross channel analytics offers the ability to identify and evaluate the various channels that customers use to interact with them and to determine which channels to use to optimise interactions with their customers.
  • Predictive analytics - Predicting customer behaviour is key to identify important business trends. Predictive analytics also identifies the means of communication preferred by customers. Enable agents with right tools, have the right set of people engaged over the communication platform customer prefers, save costs, keep customer happy and so much more through detailed predictive analytics.
  • Performance analytics - Performance analytics provides an accurate picture of what is working and what isn’t with respect to agents, teams, and strategies. Today many contact centre analytics solutions offer online reporting and dashboard views of critical performance data, both real-time and historical, in context and take proactive steps.

“The data collected by the contact centre is thus extremely precious and deploying the right set of tools to benefit from this information is a must. It builds, strengthens and leads the business in the right direction, placing organisations at the front of the competition. At Ocular Technologies, we’ll show you how,” he concludes.

About Ocular Technologies

Established in 2003, Ocular Technologies is a specialist enterprise communications company and customer experience solutions provider. The company has made its mark at the forefront of the industry as a preferred partner for large-scale corporates, SMMEs and public-sector institutions alike.

With a reputation of in-house excellence and capability, its portfolio has expanded from the contact centre industry to include emerging technologies that focus on enhancing the customer experience and delivering consistent and tangible ROI. The solutions Ocular provides include contact centre interaction management and optimisation platforms; system- and workforce-analytics solutions; social media monitoring and tracking; and cloud-based services and solutions such as DynamicsCRM Online, Skype-for-Business, Office365, O!Connect (Ocular’s 100% cloud contact centre), O!Contact (Ocular’s 100% cloud self-service platform), and O!Control (Ocular’s workforce optimisation service in the cloud).


Ocular, Ebrahim Dinat, 011 589 3200,

icomm, Debbie Sielemann, 084 414 4633,,


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