A GLOBAL PHARMA STORY: USING CONTACT CENTER INSIGHTS TO DETECT BUSINESS TRENDS
Pharmaceutical & Biotechnology Use Case By
EXECUTIVE SUMMARY
CHALLENGE:
This case represents a multinational pharmaceutical & biotechnology corporation that needed to help patients and providers across the world during the most historic time in modern healthcare. To keep up with unprecedented traffic across all channels and many geographies worldwide, the organization was rapidly seeking an addition to their existing technology infrastructure that would help them not only respond as effectively and efficiently as possible to patients in need, but a solution that would help them more effectively measure and analyze the entire patient/customer experience (CX).
The goal was to use insights from the contact center to identify key business trends and to improve operational efficiency and consistency across the globe.
The CX insights solution needed to:
- be easily integrated into the existing technology investments and cloud-first infrastructure
- meet strict security and privacy standards for the healthcare industry
- be customizable to meet the unique reporting needs of different business units and geographies
- be scalable across multiple geographies worldwide to ensure that the patient/customer experience would be consistent no matter where the patient was located
In addition to managing historic contact center traffic and unprecedented demands for products and services, leadership requested the ability to leverage their contact center data to discover new business trends based on several custom reports. This would enable them to respond to future spikes in traffic and better support their patients and customers across the globe.
OUTCOME:
With emite in place, the team in charge of the patient experience and contact center operations have complete visibility into how contact centers are performing in real-time across the globe. The use of custom attributes and metrics from emite have been implemented to evaluate agent performance and call flows at an extremely granular level, unlocking insights that continue to help leadership create a world-class experience.
The use of custom attributes has also enhanced the organization’s ability to use CX insights to detect meaningful business trends that may be positively or negatively impacting revenue or resourcing decisions.
With emite, the company has been able to create seamless call flows, faster and more effective service for patients and providers, as well as the ability to see operational performance in real-time on a global scale – ensuring that no matter where a patient is, they will receive the highest level of customer service and expertise possible.
Additional business outcomes:
- Evaluating IVR call containment efficiency reports helped the contact center team discover performance & operational bottlenecks
- By pulling the most critical data into a single customized dashboard, the team in charge of the contact center can quickly detect & correct any call flow issues in real-time
In the longterm, access to reliable data provided by emite will help leadership make more informed resourcing and staffing decisions and maintain a level of quality and consistency across global contact center operations to help retain and acquire new patients and customers. The estimated ROI in dollars saved on vital resources and patients retained or acquired is in the millions annually worldwide.
THE CLIENT
USING RELIABLE DATA TO MAKE GLOBAL BUSINESS DECISIONS
As a leading provider of critical pharmaceutical & biotechnology products and services across the globe, this organizations strives to innovate every day to make the world a healthier place. The contact center is where the organization has direct contact with its patients and providers, leaving almost no room for inefficiencies or errors for contact center agents or operators.
Integrity is at the core of everything they do to make the right decisions ethically, thoughtfully and responsibly so that the business can appropriately meet patient and societal needs – which means that data integrity is also a foundational requirement for any technologies adopted by the organization.
emite data validation and integrity checks enable contact center teams to quickly identify any skewed data and address potentially costly data discrepancies that can lead to overstaffing or understaffing.
The reliability of contact center data from emite has dramatically improved the organization’s ability to make both in-the-moment and longterm business decisions related to:
- Global resourcing
- Operational budgets and projections, and
- Agent training and staffing
THE CHALLENGE
USING DATA TO IDENTIFY POSITIVE & NEGATIVE CONTACT CENTER TRENDS
This client has a large and very public global footprint, which means it is extremely important that they provide a consistent experience for patients and providers no matter where they are located.
In order to maintain a consistent and exceptional CX experience, this company needed the ability to immediately and reliably identify trends in the types of calls they receive for a specific product, identify if the IVR (interactive voice response) containment changes in region, or if there are any positive or negative trends they need to investigate.
For example, when looking at conversations related to a specific drug offered by the company and regional call trends related to that drug, the contact center team saw a 50% ‘Transfer-To-An-Agent’ rate in the US and only 30% in the UK. With this information, they can then start drilling down to figure why transfer rates are higher in certain regions and address staffing or training decisions to improve the experience and call flow.
In order to effectively manage and analyze these types of trends on a massive global scale – without disrupting their current technology infrastructure – the client wanted to utilize the participant data or custom attributes that were automatically attached to interactions within their current contact center platform.
Usually in the IVR, or during a component of routing, the success or failure of call routing can be determined by the participant data: containment percentages, number of interactions that connect to agents, regions where more interactions are occurring, or product lines with more interactions occurring, are all important areas for this pharmaceutical leader to utilize attributes to help surface experiences that are outside the norm.
emite’s highly visual dashboards and wallboards enable workforce management (WFM) and leadership teams to see all of the custom attributes and call flow data in one single pane of glass, making it much easier to identify in-the-moment if call routing is successful or if there are any anomalies that need further investigation. Ultimately, insights from emite allow the client to drill-down on any outliers and investigate and/or remediate any trends that are surfaced, either positive or negative.
THE SOLUTION
DETECTING MEANINGFUL BUSINESS TRENDS TO IMPROVE CONTACT CENTER OPERATIONS
One of the biggest priorities for leadership was standardizing on a global reporting process to maintain operational consistency and quality across all geographies.
In order to do this, emite engaged directly with the company’s CX stakeholders and leadership to discuss what participant data they are capturing and where that data resides today within the contact center. Additional discovery was completed to understand how they want to use the data across specific business units and regions to make reporting fit-for-purpose regionally, but also standardized company-wide so that contact center operations would be consistent across the globe and to help with global scalability and simplified reporting processes – the last thing leadership wanted was to dissect different reports from each region to understand how the global contact center operation was running.
emite’s team was able to create custom dashboards that met all of these needs, allowing contact center teams to deliver standardized reports to company leadership so they can see how the contact center is performing globally, regionally, and also allowing the organization to drill-down into any areas (large or small) that are demonstrating trends that need to be addressed.
Omnichannel Reporting & Analytics
Keep up with mobile and digital and communication trends in your industry. Easily creating reports and analyze your contact center’s data across Chat, Voice, Email, and Callback.
Workforce Management
Agent performance insights from emite will help improve operational efficiency by ensuring that the right number of agents are staffed at the right time.
Ingest Multiple Data Sources
emite integrates with over 80 different technology platforms, enabling your company to pull in data from multiple sources into one single report.
Interaction Analytics & Sentiment Analysis
In addition to valuable operational analytics and agent performance data, sentiment analysis will allow your team to analyze customer experience on an entirely new level to improve agent-customer interactions.
Competitive Pricing
emite is dedicated to supporting the growth of the contact center industry and providing access to best-of-breed technology to contact center teams across the industries we serve. We are providing access to our complete cloud contact center solution at an updated and highly competitive price.
Improved Agent Retention
Agent attrition can be costly and can also lead to poor customer experiences due to agent turnover. Access to real-time and historical agent performance data and sentiment analysis will help with agent retention and training.
