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Ying-Yang in Customer Interaction

By Special Guest
Haluk Yetkin, Product & Business Development Director, SESTEK INC.
December 08, 2016

Since we are living in the era of information sharing, we must have all become acquainted with terms such as personal development, yoga, meditation and eastern philosophy.

If you ask me how this is connected with our subject, please let me explain it in a nutshell.

Ying-Yang is an ancient philosophical discipline. To make it short, we can call it good and bad. However, having a look at the symbol, you will see opposite poles involving their opposites inside. Which means that bad is in good and good is in bad.


As a professional in the sector for 20 years, we are carrying on our operations with the magic word of optimum in our call centers, contact center centers, interaction centers; even I am not sure how to define...

Carrying on our operations, we are used to utilizing many statistical reports for our analyses of efficiency, quality, resource, profitability and loyalty. Data we obtain from these reports leads us in every aspect.  We measure satisfaction and take measures just as we analyze quality and measure our achievements.

I will try to draw your attention on the subject from a different point of view.  How much do we believe in our statistical reports that provide us with excellent data? Are they completely believable, without any mistakes?

It may sound weird but unfortunately no...

I will try to explain to you how important it is.

We have goal sets and criteria in all operations.    AHT, SL, QM, etc. We are selecting the best performing agents and the best serving teams by means of this data.

For example, let us take the maximum acceptable target call length for an operation of two minutes.  From the common point of view, the optimum call center agent would normally be the one who takes the calls in the shortest times, and therefore ends up with most of them.

In order to verify this, you will be checking over the ACD and CTI reports, which will statistically provide you with such information.

You may confirm such data or not, while you evaluate your agent's records taken for quality purposes. Within the quality process where the sampling method is used, it must be hard to confirm this by evaluating two or three calls.

Have you ever thought that the agents who are selected as the best customer agents ended the calls without rendering the required full service during their interactions with the customers, and therefore the reports would select them as the best agent?

Therefore, I hope it is now clearly understood why I have started my article by mentioning ying yang.

We must never acknowledge the data provided to us by the reporting instruments as 100 percent accurate or use them as our sole references.

This is only one example; since there are many cases such as this, this point of view is very important.

We definitely have to reexamine and verify our statistical data by means of data mining and interaction analytic solutions that are easily accessible in our day.

The KPIs that we determine by means of these systems would interpret not only the few data such as quality management, but all data available, and present you with the open issues that are unrecognizable in such type of analyses.

Along with the development of artificial intelligence systems and algorithms that we hear about often, such types of data mining and analytic solutions will be instruments that—in a manner of speaking— will be placed in the hearts of all interaction centers in the future.

About the Author

Haluk Yetkin has more than 20 years of experience in the contact center industry. He has worked for the leading workforce optimization and contact center technology companies in technical, sales and management positions. He has taken charge in over 40 contact center projects, including the largest ones by employee numbers.

At SESTEK, Haluk is responsible for business development, Strategic Alliance Partnership and work as a consultant for the improvement of Voice of the Customer solution group.




Edited by Alicia Young


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