Call Analytics and the Customer Experience Go Hand-in-Hand, Adding Value to Resellers and Their Customers


Understanding the ‘customer experience’ is increasingly seen as the key to competitive advantage.  Creating a good customer experience is all about knowing what the customer wants and how the customer wants to obtain it.Although there are now many channels through which customers can engage with a business, the telephone remains the preferred method for immediate customer interaction.  Telephone activity happens in real‐time, providing instant feedback for better and quicker decisions.

Business communication can be tracked using call analytics and recording – for analysis of calls to specific numbers, DDIs or call distribution groups or through call monitoring and evaluation.  Overall call metrics will deliver specific and cumulative call volumes, including statistics that highlight call queuing time, the number of unreturned missed calls and resolution times.  Listening to call recordings provides instant feedback and delivers qualitative research. It also reveals how calls are handled, how enquiries are dealt with and any repetitive stumbling blocks that prevent prospects from converting to customers.

Tracking and monitoring conversations are fundamental to understanding the full customer experience and incorporating call analytics to any Customer Journey Map provides business leaders with the assurance that their decisions are based on a more complete picture of their customers’ behaviour.

Typically, companies keep track of call centre analytics, but in our experience many companies forget about what happens outside of the call centre.  This could be communications within business departments (sales teams, finance teams, support teams etc.) or indeed communications which fall outside of call centre statistics, such as those calls that do not reach the call centre because the queue is full, those that are transferred out of the call centre or those that are transferred into the call centre following communication within the business.  The complete picture is essential to understanding the entire customer experience.

The key to improving customer experience through analytics is to deliver relevant information to relevant people at the right time.  Tollring achieves this by delivering a single mobile-optimised portal with an attractive user-interface and different views for different user types (eg. supervisor, agent, manager, administrator).

When selling analytics, it is important to understand the business challenges that drove the company to analytics (this is often customer service-related).  

National business statistics show that when calls are left unanswered, 56.7% of them never leave a message and never call back.  When it comes to call analytics, the value of a missed call soon becomes apparent.  Understanding abandoned calls waiting and unreturned missed calls are critical to monetising the value of a lost call.  

The sales team should sell the value, the marketing team should promote the value and the account 
management team should help the customer to calculate the monetary value of call analytics. Undertaking this exercise  internally is probably the best way of training the whole organisation to understand the value of analytics, with the the added benefit of simultaneously maximising customer satisfaction.

What should resellers look for in an analytics solution?

  • Choose analytics modules that compliment your product portfolio then lead the sale with analytics, for a stronger end user proposition.
  • Consider white label partner branding, to create your own proposition, pricing and differentiation.
  • Look for flexible deployment options to suit your business model; as a fully managed cloud service or in your own data centre.
  • Select multi-language capability for global rollouts.
  • An attractive user-interface which is easy to use, sells.


Integrating Call Recording and Analytics into Your Customer Journey Map