Contact Center Solutions Featured Article

Survey Finds that Organizations Have Difficulty Measuring ROI of BI Investments

October 11, 2007

Call centers have traditionally operated as loss centers for the organization. They were put in place to manage interactions between the company and the customer, but did not directly drive profits and therefore was deemed a financial burden on the organization.

Things have changed for the call center industry. Companies have discovered that these centers can not only be used to help drive revenues with sales, they can also be used to gather valuable business intelligence.

Noetix Corp., a software provider that automatically generates business intelligence (BI) content from enterprise applications, has announced the results from a market survey conducted to determine return on investment (ROI) for BI implementations.

The results of this survey indicate that IT professionals consider the intangible benefits of BI solutions are more valuable than any tangible benefits and as a result, find it very difficult to measure the ROI of these applications.

The survey found that measuring the ROI for BI investment is more challenging that for other IT projects. The overall objective of BI is to improve company performance by putting the right information into the right hands at the right time.

Many BI implementations are done to allow business analysts to identify significant trends in enterprise operations and to provide senior management with better information in order to make better decisions more quickly.

In the past, BI implementations have also been done to provide key metrics to front-line personnel, including sales force, call center operators, and even companies’ customers.

Survey participants were asked what they considered to be the best measures for determining the potential benefits produced by the use of BI. Some identified the most important metric for improving productivity of both line-of-business personnel and senior management regarding the use of BI is the time it takes for each community to improve the access to data for making decisions.

The second most important criteria for line-of-business personnel identified is the number of reports end-users can create on their own. For senior management, the second most important criterion is the time senior managers must spend on analysis.

The intent of BI is to improve the quality of decisions made. The most important criteria for measuring the quality of decisions, Find Solutions for Enterprises,

according to respondents, is the quality of the information available to decision-makers, followed by the quality of information available to front-line personnel.

"Many different factors have an impact on overall company performance, so precisely measuring the influence of a BI implementation can be difficult, if not impossible," said Dr. Elliot King, research director at Unisphere Research, in a Thursday statement.

"Through this market survey we see that the challenges involved in conducting ROI assessments have led many in the industry to argue that the intangible, non-measurable benefits are more important than any tangible benefits."

Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.

 
 

Article comments powered by Disqus

Related Contact Center Solutions Articles

Appeals Court OKs Redbox's Customer Info Disclosure to Third Parties

The U.S. Court of Appeals for the Seventh Circuit, based in Chicago, has given its approval of Redbox's practices for disclosing customer information to a third party regarding customer service issues. [ Read More ]
10/31/2014

On How to Avoid Challenges and Added Costs of Open Enrollment Period for 'Obamacare'

If you live in the U.S., consider this a type of public service announcement. We are about to enter the open enrollment period for 2015 as part of the continuing rollout of the Patient Protection and Affordable Care Act (PPACA), which has become better known as "Obamacare." As we are all aware, the initial rollout of Obamacare was problematic-to put it politely. However, the good news is that, thanks to some great work by the IT industry experts called in to fix it, healthcare.gov is working bet… [ Read More ]
10/31/2014

Getting Ready for the Holiday Rush-The Role of Customer Experience Transformation

It should be no surprise to anyone that the holiday season is fast-approaching, which means "all hands on deck" in the contact centers of retailers. And, as we move into what can best be characterized as the "Omni-channel Era" when it comes to providing a compelling customer experience, retailers are busy transforming virtually every aspect of how to provide such experiences. [ Read More ]
10/31/2014

When it comes to Contact Center Agents 'Mind the Gap'

As content curator and contributor to the Contact Center Solutions Community, part of my function is to review information and insights from around the Web and illuminate them to our readers. In this regard, I would like to recommend an insightful posting from IT-Online titled, "How to differentiate customer experience." [ Read More ]
10/30/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!