Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing

        Ventana Research Analyst Perspectives

        << Back to Blog Index

        CallCopy Emerges as a Player in Agent Performance Management

        Last year I carried out research to discover how companies manage their workforces in handling customer interactions; I investigated their best practices, technologies being used and priorities for the future. The findings led me to define agent performance management (APM) as an extension of what other observers call workforce optimization; APM includes call routing, call recording, quality monitoring, workforce management, training and coaching, agent compensation management and agent-focused analytics. The results showed that many companies want to expand their call-recording capabilities to include all calls, that optimizing the utilization of agents is high on their agenda and that they want to take advantage of new technologies such as analytics for the agent’s desktop, speech and text to get a fuller picture of agent performance.

        Earlier this year I used created a Value Index for APM which compared more than a dozen vendors in the APM space. One I did not include as it was not part of the process and research coverage was CallCopy, a vendor with roots in call recording. The company’s primary product, cc: Voice, can record calls that use time-division multiplexing (TDM), voice over Internet Protocol (VoIP) or a mixture of both. It comes with prebuilt interfaces to most common computer/telephony integration (CTI) products and can scale affordably to record 100 percent of calls; calls can be set to record based on customizable rules that allow priority-based, random, on-demand or event-driven recording. And cc: Voice comes with rules-driven archiving capabilities and extensive search capabilities that allow users to quickly find specific recordings. It is packaged with cc: Quality, a quality monitoring product that allows users to build a variety of forms that can be used to evaluate how agents handle different types of interactions. It helps supervisors identify training and coaching needs and produce dashboards, reports and analyses that show how agents are performing. A third product that is also part of the package, cc: Agent, manages all aspects of agent training, including course assignment, course development in multiple formats (such as video, audio, documents, presentations or quizzes), tracking and reporting. These core products have been built in-house and are tightly integrated so, for example, users can tag quality reports with the recordings they are based on.

        CallCopy also offers optional modules that expand its capabilities into other key APM areas. One, cc: Screen, allows companies to make a video recording of how agents us their desktops as they try to resolve customer interactions (including calls, e-mail and chat sessions). This tool helps them spot best practices for handling different types of calls and thus improve interaction-handling processes, create training and monitor what remote and at-home agents are doing. The video recordings can be tagged to the call recording and the quality-monitoring form; in this way, for example, agents can listen to parts of calls in which they did not perform well and compare their actions with other recordings in which the agent does better. A relatively new option, cc: Analytics, is a phonetics-based speech analysis product that allows companies to analyze the content of recorded calls. Analytics can help companies make their quality monitoring much more rigorous, assessing the content of up to 100 percent of calls, while identifying what the customers are really calling about. This product ties in with another that enables creation of customer surveys through interactive voice response (IVR) systems. This is hosted software that captures feedback from customers, which users can tie back to calls. The final major component is cc: Insight, which brings all this information together in an extensive contact center performance management package that can be customized to show different forms and amounts of performance information on large-screen TVs or supervisors’ or agents’ desktops, or send it to smart mobile devices.

        With all these capabilities CallCopy has grown into a vendor of nearly all aspects of APM. Its growth has been rapid, and users I have spoken to say they are well satisfied with the products but have found that some of the supporting services, such as product training, need to catch up with the more mature modules. The users say they have gained significant business benefits, one of which is the surprising idea that the customer is not always right.

        Agents are the most expensive part of running a contact center and handling customer interactions. What are you doing to optimize the performance of this extremely important resource? I believe an integrated APM solution is a key component of achieving success here and recommend that companies look at how CallCopy can help with their efforts.

        Let me know your thoughts or come and collaborate with me on Facebook, LinkedIn and Twitter.


        Richard Snow – Global VP & Research Director


        Ventana Research

        Ventana Research, now part of Information Services Group (ISG), is the most authoritative and respected market research and advisory services firm focused on improving business outcomes through optimal use of people, processes, information and technology. Since our beginning, our goal has been to provide insight and expert guidance on mainstream and disruptive technologies. In short, we want to help you become smarter and find the most relevant technology to accelerate your organization's goals.


        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to

        View Policy

        Subscribe to Email Updates

        Posts by Month

        see all

        Posts by Topic

        see all

        Analyst Perspectives Archive

        See All