MYOB boosts contact centre insight with new analytics

MYOB has overhauled reporting for its contact centre operations by integrating its customer experience platform with Customer Science's analytics and reporting software.

The accounting and business management software provider employs more than 500 contact centre agents across Australia and New Zealand. They manage inbound phone calls, emails and text messages. Customers also interact with MYOB's chatbot, Moca, which handles basic queries and passes more complex requests to a human agent.

MYOB runs its contact centres on a cloud-based customer experience platform that coordinates interactions and provides agents with customer information. It wanted deeper insight from the platform to support management and planning.

"Initially our reporting was based on a number of manual steps which slowed us down and made it difficult for team leaders and senior managers to have clear insight into what was going on," said Ella Ramsay, CX Platforms Manager at MYOB.

MYOB also wanted a broader view across the systems used in customer service. "We wanted to link our CX platform with others to monitor the complete customer journey. The overall goals were to improve our application integration and insight generation capabilities."

Partner search

MYOB began looking for a technology partner and, according to Ramsay, was introduced to Customer Science at an industry conference. The work centred on Customer Science Insights, a real-time reporting and analytics product that displays service performance data in dashboards. These dashboards can connect with MYOB's business intelligence tools, including Microsoft Power BI.

Customer Science assessed MYOB's reporting needs and implemented the dashboards across its environment. Deployment took about six weeks. "A contract was signed and the new capabilities went live about six weeks later. It was a very seamless experience," Ramsay said.

Operational reporting

The integration replaced manual reporting processes with automated dashboards, freeing staff time previously spent preparing reports.

It also changed how teams access operational data. "It has made it much easier to provide access to data-based insights to teams across the company," Ramsay said. "They can use Power BI to run queries and create reports as they are needed. They can be confident that all reports will be based on the most recent data available."

Power BI dashboards now play a central role in contact centre operations. Customer account IDs are automatically linked to inbound phone calls, allowing agents to access customer information during interactions.

Customer Science Insights provides pre-built data tables and reporting views, and MYOB does not expect ongoing maintenance to keep dashboards usable for business teams.

Call drivers

The dashboards provide more detail on why customers contact MYOB and how often. Managers can review call types and volumes, and check whether customers are making repeat contact.

"This enables us to identify the root cause of any issues and take the steps required for resolution. The result is improved customer satisfaction. It has also led to a 10% year-on-year reduction in customer interactions which reduces the workload for contact centre agents," Ramsay said.

MYOB shared performance metrics for the past two years: customer satisfaction rose from 84% to 87%, first contact resolution improved from 77% to 81%, and the share of calls answered within its target answer time increased from 64% to 80%.

"Using our new reporting capability, we are able to pull data directly from our CX platform and automatically compile a summary of actual hours worked by contact centre agents," Ramsay said.

The reporting framework also provides a clearer view of Moca's performance. "We can also now more easily monitor the performance of the Moca chatbot," Ramsay said. "Managers can determine whether the bot is effectively handling queries or needs to be modified."

MYOB described the project as a data integration and reporting initiative that links contact centre activity to customer journeys across channels, while improving access to operational insights for managers and other teams.

"They have taken the time to really understand our business and what we are trying to achieve with our contact centre data," Ramsay said.