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Contact Center Performance Management - Market InsightPublished by: Frost & Sullivan Published: Jul. 26, 2007 - 16 Pages Table of Contents
AbstractResearch OverviewThe Frost & Sullivan research service titled Contact Performance Management - Market Insight provides an overview of current trends among the major vendors of performance management software, and an analysis of critical success factors. In this research, Frost & Sullivan's expert analysts examine performance management software, both as part of larger suites and as independent software applications. Market Sectors Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
Cost and Productivity Benefits Driving Adoption Despite the holistic benefits inherent in a successful performance management scenario, the vast majority of deployments (upwards of 90 percent or more) begin at the contact center. This is where the software is expected to show its initial return on investment (ROI) and end users are reporting successful ROI paybacks that range from 6 to 18 months, depending on the scale and scope of the deployment. Most of the hard-dollar ROI comes from the use of performance management and related tools including speech analytics in the following: hiring of more qualified customer service representatives (CSRs) and matching specific skill sets to particular calls in the customer base, better management of training resources and identification of business processes that raise costs without delivering worthwhile benefits. "With most centers still in need of an effective way to measure the performance of agents and groups (and to correlate those measurements with overall corporate goals), performance management has emerged as a key way for vendors to amplify the effects of their existing suites and to apply new data mining technologies to traditional contact center problems," notes the analyst of this research service. "Through an industry-wide reshuffling of providers by way of mergers and strategic partnerships, performance management software is fast becoming a market differentiator among vendors as contact centers themselves start to demand better performance from their own operations and from the software their vendors offer." Broadening of Customer Support Supply Chain expected to Further Acceptance Interestingly, companies are increasingly looking at the contact center as part of a broader "customer support supply chain" - a series of interlocking pieces that, though all part of "operations", add up to a more strategic whole within a company. This emerging supply chain includes field service departments, telephone sales and support, marketing and customer development, fulfillment, and billing, among others. One advantage that performance management software has in this elongated environment is that it is particularly "executive-friendly", in the words of one vendor. It occupies a middle ground between high-end business intelligence tools that are very familiar and comfortable at the CFO and CIO level, and the workforce productivity tools used inside contact centers to schedule shifts, forecast call volume and plan daily activities. The connection between field service and contact center data streams is particularly powerful in certain industries such as utilities and cable companies. These sectors, along with financial services, appear to be leading in the adoption of performance management technologies. Overall, the key to encouraging the marketplace to adopt performance management has been to separate it from its roots in analytics and reporting. Paradoxically, the features that provide the most benefit to organizations as a whole are integrated data streams and reports that tell executives outside the contact center what the performance of the center actually means. However, since the vast majority of product deployments begin and end in the contact center itself, the features and benefits emphasized still have to be focused on improving the very specific activity of agents in their seats. "This disconnect has proven difficult for some of the performance management vendors to overcome, especially those that originate in the business intelligence worlds," says the analyst. "Success for them has largely meant working with established call center optimization software vendors." Get Full Details About This Report >> |
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