Editor's Note: In this two-part series, ebizQ contributor Alan Earls looks at using analytics for better dynamic case management. Here, in Part I, he introduces the emerging trend toward combining the two approaches. In Part II, he offers seven expert tips for successfully implementing DCM and analytics.
Among the hottest trends in dynamic case management
today is the idea of enhancing DCM's task-management capabilities with the power of analytics. "This is a pretty new area," concedes Fern Halper
, a partner at Hurwitz & Associates
, a strategy consulting, market research and analyst company.
On the other hand, she says, some early adopters have experimented with combining the approaches for three or four years now. For instance, one pioneer in the education industry has combined DCM with analytics to help identify "at-risk youths"—that is, potentially troubled teenagers.
"He was using analytics with a text-analysis engine to go through the structured and unstructured data in documents, email, reports and notes, and whatever else was in the [case] file," she explains. Using natural language, the analytics technology parsed sentences for patterns that might offer insights about the young people in question.
Now, with the market poised to move out of that early adopter stage, the marriage of DCM and analytics appears to be offering new opportunities.
DCM FOR RESOLVING CUSTOMER PROBLEMS
In organizations that use case work to handle customer problems, analytics can be used to keep everyone better informed.
For instance, in a busy environment where many people may be calling or e-mailing with complaints, not every agent will hear about every issue. That's where analytics can help.
By analyzing notes, emails and other documents, analytics can help highlight problems common to multiple cases, clients or customers. "In the case of a call center, you could actually start to see a trend revealing what customers are calling in about," Halper says. "If enough people talk about the same concern, the analytics will spot the pattern." Armed with that information, customer-facing employees can quickly tailor appropriate responses.