Ask the Experts: Integrating CCaaS Analytics, CRM and WFO

Welcome to Ask the Experts, brought to you by In this video, Intelisys’ Cloud Evangelist Brandon Knight discusses how collecting real-time CCaaS analytics, and integrating with CRM and workforce optimization, can help businesses make more informed decisions with Serenova’s John Charles. Learn more about CCaaS solutions from the Serenova team here:

Brandon: All right, guys. In our next Ask The Experts segment, we’re going to talk about the importance of analytics and reporting. So we’re bringing back an old friend, John Charles from Serenova. John, how’s it going?
John: It’s going good, Brandon. Thanks for having me.
Brandon: Good, good. Thanks for coming back. We want to talk about analytics. I’d like you to start off with just a segment of it. We know there’s a lot of data out there; for a while, we went through data overload. Let’s talk about the importance of collecting the right types of information.
John: That’s a great question. Especially in today’s industry with the cloud computing platforms that are out there. When you look at the reporting for the contact center, there’s two parts to it. There’s the real time, which is going to be used for agent adherence–making sure the agents are going on the right amount of break time, as an example. Also, the historical data we’re gonna use to actually push to other applications potentially, like the WFO suite. So being able to do workforce management; maybe forecasting for the agent or scheduling with those agents.
Now the interesting thing with the real time is the rate of which you actually do the refresh of the data. So in the industry, the common time frame is typically six to seven seconds, and you’re doing it pretty well. But with the new cloud platforms–like AWS as an example–we can actually get those real-time refresh rates down to sub one second. So what this allows us to do is be very, very accurate on what we’re reporting on as far as the real-time queue events, maybe the real-time status with the agents. But it’s really that speeding up of the legacy type of reporting that we saw in the past.
Brandon: That’s outstanding and that’s a big deal. We know how quickly you get the right data also affects how quickly you can react to changes that are going on, whether it be with your call volume or with your personnel.
Let’s touch a little bit from a reporting aspect. You talked about bringing data into workforce management. So we know that’s an important part of how you operate a contact center. So it leads me to believe that there’s some ways to get some external data as well. Because you’re talking about getting information either to or from a workforce management tool, right? Talk to me a little bit about that.
John: Yeah. So a lot of times the contact center supervisors or managers, they actually may live in the CRM day-to-day and that’s where they operate. So it’s really important with cloud contact centers–or for any contact center for that sake–actually be able to pass data back and forth. We like to call it data exchange. So that way they can go into their Salesforce or their Zendesk and actually run reports that have the contact center data alongside some of the data sets they may be checking, like case management or case duration type of thing.
Brandon: Very good. So we’re seeing that as well. All right, and we did talk about how the refresh rates are even better now so we like that. So again, thank you, John, for your time.
For those of you that wanna take a deeper dive into the importance of analytics and reporting and even find out more about what Serenova has to offer, I invite you to spend some time on iCSU. Check them out. And you can learn; you won’t be the expert that John is, but you’ll get much better at selling contact center.