There are multiple levels of Business Intelligence (BI) in the Contact Center today. Comprehensive BI reporting for your Contact Center (CC) Business can provide immediate results as well as long term trend improvements. BI reporting can be about the now; operational reports, and the past; rear view mirror reports. Ideal BI reports that include both shall offer you the performance directional information that you need to monitor and maintain your CC business.

BI software does not exist to replace the reporting that you have from other applications. The purpose behind BI is the collaboration and leveraging of data from multiple disparate sources. The benefits you receive from BI should be in seeing the combined disparate data providing you with real time information, figure 1, followed by trending historical data.

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Let’s take step back for a moment; what is BI? There are many online definitions for BI and many revolve around the industry you are in. Below are a few to review. Each is an outstanding definition of BI.






I happen to like this definition of BI from CIO’s Ryan Mulcahy: “Business intelligence, or BI, is an umbrella term that refers to a variety of software applications used to analyze an organization’s raw data. BI as a discipline is made up of several related activities, including data mining, online analytical processing, querying and reporting.”


We reside in the contact center world and all of us have learned to create targeted reporting for a specific purpose, goal and audience. We have also learned that the audience of the reports determine the data that will be collected and included within the reports. The goals for the BI Reporting will outline the content within the dashboard.


The transition to Business Intelligence reporting for the call center requires an acceptance of a collaborative approach of disparate data.

Taking it a step further:

  • Select the data based on the BI goals for the user audience;
  • Filter the data to eliminate the unneeded;
  • Decide on the reporting level determine by the audience for the BI reports;
  • Work with the end user(s) to sort out the final reporting data they require;
  • Begin the Dashboard with Real Time and end it with Historical data;
  • Continue to analyze the reports and adjust them to meet the end user needs.

BI Reporting requires the internal capabilities to get the data, build the reports for the different audiences, understand that it will take time to have the accurate correct reports for all users and be willing to accept the need to alter the reports as the business continues to grow and change. Those that are looking for a “one-pill-cures-all” approach will be sadly disappointed.

The data on your BI Reports needs to be directed towards your goals. To include data within the BI reporting that is of little value does nothing but cause potential reporting issues for the user. Filter out this unneeded data and as a method of tracking your decision wait to see how long it takes before your viewer has actually noticed the removal of the data.


The audience for the report will determine not only the data but also the queries, formulas and calculations that are used to build the reports. Communicate during your discovery meetings and work diligently to make certain your data is what the audience wants, needs and approves. Remember the reports will change over time and that is to be expected.

Pin point or correlate the data’s accuracy and relevance to the BI reporting by comparing the actual data from the source, to your report and the goals. This triangulation of the data should provide its accuracy to the data source and its relevance to the report. If you are unable to pin point the data’s assistance and relevance to the BI report then remove it.


Business Intelligence reporting may need to contain confidential data. Are you willing and able to show this information on the chance that someone without security clearance may see the data? Many Contact Center BI users wish to combine ACD, WFM, CRM and internal sales information so they are able to see the user performance and the revenue affect. However, the access to some of this data by a third party application many times does not allow for this combined summary reporting. Security, and rightfully so, has been increasing over the last few years and this can directly change the outcome of the BI Reporting that the user wishes to have in place today.

To have an effective contact center BI reporting application IT and the users must accept an open comprehensive approach that meets internal policies and procedures and can provide as many details as possible in the BI reporting request. Users have to detail the reporting they are looking for using realistic goals and content data information to IT. As a starting point for IT create a BI Report and then be able to outline the data, the custom calculations, the needs for all data and anticipated outcome by having a BI Report.

And on a final note, the challenges to BI reporting can end it before it begins. Prior to starting your BI reporting project be aware that you need access to the data, customized queries maybe needed to compare the data you need, alterations of the data is required such as changing a time value from an integer into HH:MM:SS, pulling data out of an Excel Spreadsheet can be difficult if they include custom formulas with data from inaccessible reports and trying to collect too much data may create delays to the overall BI dashboard.

Spectrum is a leading provider of Unified Contact Center Reporting. Contact Spectrum today to discuss Business Intelligence Reporting for your contact center. For more examples of reporting visit our website and the products page.