Why You Need Analytics for Your ShoreTel Phone, Not Just Reporting
“What is the difference between reporting and analytics?”
That’s one of the most common questions we field here at Brightmetrics. It’s a difficult question to answer because of the overlap between data and analytics. The way we look at it, reporting is a subset of analytics. You can’t really have analytics without reporting, but analytics goes further than reporting. Both tools are designed to convey important information to help make better business decisions. But the propensity to assist in decision making is where the two types of data contrast.
Let’s look at an example in Brightmetrics of abandoned calls over the last quarter:
It’s not much of a report by itself, but you do see that there were 83 abandoned calls over the quarter. This report gives you a tiny piece of information, but you’re missing some key peripheral data that makes all the difference.
Let’s look at our example again. By adding the average time that callers abandoned calls, you have access to an entirely new picture.
Now, we know that there were 83 abandoned calls and the average time a caller waited was one minute before deciding to hang up. This a simple report, but that’s how it’s intended to be. A report brings attention to the key performance indicators (KPIs) that are important to you and your team.
This is where analytics play a key role. Analytics bring context to those reports.
Back to our example.
What if you want to see how many of those calls abandoned after 30 seconds? Side note: 30 seconds is a good place to start because if callers are going to hang up prior to that, there likely isn’t much your agents can do about it.
You can put a live filter on the report and see that:
- Of the 83 calls that were abandoned, only 29 waited more than 30 seconds
- Those calls held for an average of 2 minutes 34 seconds
We’re really starting to get into the analytics now.
The ability to manipulate the data on reports in real time for better business decisions is what makes analytics so special. Of course, getting insights from your phone data can be done by building out multiple versions of your own static reports, but it’s also true that you don’t always know which metrics to pull into a perspective that’s going to be important at any given time.
By looking at the example, you may not be able to do anything about the calls that hold under 30 seconds, but if you decide that it’s unacceptable for 29 calls to be abandoned after an average of 2:34, then you could staff your agents appropriately.
But how would you determine when to add resources to improve this when it comes to staffing? Start by looking at the busier times of day.
Well, this report doesn’t tell us a lot. There seems to be a small spike in the noon hour, so that’s something that needs a deeper look.
Let’s take the next step and see what the abandon calls look like for days of the week.
That’s a much more interesting data perspective.
There are triple the amount of calls abandoned on Mondays, and the average hold times on Mondays are much higher. If you were going to consider adding staff to the workgroup to reduce the number of callers that hang up, it’s now clear (thanks to analytics) that Mondays have the biggest impact on the abandon rate.
All of this might be available in a reporting tool, but in completely separate reports.
The ability to slice and dice the data in any way you need to answer your immediate concern is crucial and necessary for analysis. Another unique function of an analytics tool is the ability to drill down on the data to get a more detailed view. For example, you could drill down into those 14 Monday abandoned calls to learn more information about them.
From this view, you can sort on any column to find additional patterns or even drill down into the detail of any one of those calls if needed. This is completely unique to a reporting and analytics tool.
Analytics tools are typically expensive, so reporting tools are the norm.
However, with the proliferation of inexpensive, powerful analytics tools, there is no reason anymore to settle for reporting-only services when you can have both reporting and analytics functions with Brightmetrics.