What is ACPT Analysis in Contact Centers?

What is ACPT Analysis in Contact Centers?


In the world of customer-centric industries like call centers, ensuring top-notch service quality is a paramount goal. However, it’s important to recognize that achieving 100% customer satisfaction under all circumstances can be a challenging task due to a variety of factors.

Factors such as adamant or abusive customers, limitations within processes, unskilled agents, or even technical glitches can contribute to customer dissatisfaction. To address these issues and find the root causes, dedicated quality teams are often assigned to each process within the Contact Center industry. These teams focus on elevating the quality scores and improving customer satisfaction.

One of the essential tools employed in this quality improvement process is ACPT analysis. Let’s delve deeper into the concept of ACPT analysis in the BPO industry and its role in optimizing customer satisfaction.

Understanding ACPT Analysis

ACPT is an abbreviation that stands for Agent, Customer, Process, and Technology. It serves as a structured approach to analyze and pinpoint the reasons behind customer dissatisfaction. This analysis is crucial in determining whether dissatisfaction is attributed to an agent’s actions, customer behavior, limitations within the process, or technological issues.

Let’s take a closer look at each component:

ACPT: Agent, Customer, Process, Technology

1. Agent:

Within the ACPT framework, the term “Agent” refers to the customer service associates or advisors responsible for handling specific cases or interacting with customers. Dissatisfaction on the customer’s part can often be traced back to agent-related issues such as rude or abusive behavior, a lack of product knowledge, providing misleading information, or making unrealistic promises to appease the customer. These cases of dissatisfaction fall under the “Agent” component of the analysis. The good news is that this aspect is controllable and can be improved through agent coaching, training, and, if necessary, taking action against recurring issues. However, it requires a dedicated effort to address these agent-related concerns.

2. Customer:

The second component, “Customer,” emphasizes that not all instances of dissatisfaction are solely the agent’s fault. Sometimes, customers may deliberately leave negative feedback despite the agent’s best efforts, resulting in a decline in the Customer Satisfaction (CSAT) score. Customers may have various reasons for this dissatisfaction, such as a prior negative experience with the brand, unreasonable compensation demands, baseless rudeness, intentionally marking a low score, or even mistakenly providing a low rating despite good service. It’s important to recognize that achieving 100% customer satisfaction is an unrealistic goal, and relentlessly pursuing it can lead to agent fatigue.

3. Process:

The “Process” component highlights that, at times, agent dissatisfaction can be attributed to process limitations. Advisors might need to navigate these limitations, which can, in turn, lead to customer dissatisfaction. These limitations can include scenarios where a customer seeks an instant refund, additional services, or other requirements that the process or the brand’s terms and conditions cannot accommodate. This misalignment can result in a customer giving a lower CSAT score. Recognizing these limitations and addressing them is a critical part of process improvement.

4. Technology:

The final component, “Technology,” underscores the fact that technology isn’t always a reliable ally. Technical glitches can play a significant role in decreasing CSAT scores. While customers may be enjoying a brand’s service, an unexpected technical issue can disrupt their experience and lead to dissatisfaction. Unfortunately, these abrupt technology-related glitches are beyond immediate control. However, organizations can work towards minimizing recurring instances of such issues.

The Importance of ACPT Analysis

ACPT analysis is a versatile framework that extends its applicability beyond the confines of the BPO (Business Process Outsourcing) industry. It has relevance in various sectors where quality teams are engaged in improving service quality and customer satisfaction. The fundamental principle behind ACPT analysis is not industry-specific; it’s about addressing common challenges in customer service across different domains. Let’s delve deeper into why ACPT analysis is relevant across industries and why striving for 100% customer satisfaction is often unrealistic.

How can speech analytics help in ACPT analysis?

Speech analytics can play a pivotal role in ACPT (Agent, Customer, Process, Technology) analysis in contact centers and various customer service-driven industries. By leveraging advanced technology to analyze and extract insights from spoken interactions between agents and customers, speech analytics can provide valuable data that enhances the ACPT analysis process. Here’s how speech analytics can aid in each component of ACPT analysis:

Agent Analysis

  • Agent Performance Evaluation: Speech analytics can automatically assess agent performance by analyzing various aspects of their interactions with customers. It can measure metrics like call handling time, adherence to scripts, and the use of polite or empathetic language.
  • Identification of Behavioral Patterns: Speech analytics can identify behavioral patterns among agents. It can detect indicators of rudeness, excessive technical jargon, or deviation from prescribed scripts. This data is essential for coaching and improving agent behavior.
  • Sentiment Analysis: It can analyze customer sentiment during interactions, helping identify cases where customers express dissatisfaction, frustration, or confusion. This information is critical for pinpointing areas where agent training is needed.

Customer Analysis

  • Customer Feedback and Sentiment: Speech analytics can gauge customer satisfaction and sentiment during calls. It identifies moments when customers express displeasure or dissatisfaction. Understanding the reasons behind negative feedback helps in addressing customer concerns and improving service quality.
  • Customer Behavior Analysis: By examining customer behavior patterns in recorded conversations, speech analytics can identify instances where customers are uncooperative, demanding, or exhibit abusive behavior. This information can be used to provide additional training for agents in managing challenging interactions.
  • Root Cause Analysis: It helps in determining whether customer dissatisfaction is due to agent actions, process-related issues, or technology problems, facilitating a more accurate ACPT analysis.

Process Analysis

  • Efficiency and Compliance: Speech analytics can verify whether agents adhere to established processes and procedures during interactions. It identifies deviations, inefficiencies, and areas where processes might need streamlining.
  • Bottleneck Identification: By analyzing customer complaints or comments during calls, speech analytics can uncover recurring issues related to processes. This data is crucial for process optimization and minimizing customer dissatisfaction stemming from process-related problems.

Technology Analysis

  • Technical Issue Detection: Speech analytics can identify and flag instances where technical glitches, such as call drops, system failures, or poor audio quality, negatively impact customer satisfaction. This data is essential for IT teams to address technical issues promptly.
  • Technology-related Feedback: It can help in capturing customer feedback related to technology. Understanding whether customers are satisfied or frustrated with the technology used in interactions is vital for making necessary improvements.
  • Root Cause Analysis: Like with process analysis, speech analytics can assist in identifying the root causes of technology-related dissatisfaction, allowing for targeted improvements.

Relevance of ACPT Analysis Across Industries

  • Financial Services: Banks, insurance companies, and financial institutions benefit from ACPT analysis by focusing on agent-customer interactions. Dissatisfaction may arise from misinformed agents, complex processes, and technology-related issues like online banking glitches. By using ACPT analysis, these organizations can enhance customer experiences, streamline financial processes, and reduce dissatisfaction.

To learn more about how Conversational AI can help in the finance sector, read our blog here: Conversational AI in Financial Services

  • Retail and E-Commerce: In the retail and e-commerce sectors, ACPT analysis can be instrumental in understanding customer dissatisfaction. Whether it’s a customer-facing issue in a physical store or an online shopping platform, agents, customers, processes, and technology all play crucial roles in shaping the customer experience. By applying ACPT analysis, businesses can identify pain points, enhance customer interactions, streamline processes, and ensure that technology supports a seamless shopping experience.

To learn more about how Speech Analytics can help in the e-commerce sector, read our blog here: Role of Speech Analytics in the E-commerce Industry

  • Hospitality and Travel: The hospitality and travel industries heavily rely on customer satisfaction. ACPT analysis helps evaluate the performance of hotel staff, travel agents, and online booking platforms. It aids in addressing issues such as rude staff behavior, customer complaints, process inefficiencies, and technological glitches that can disrupt travelers’ experiences.
  • Healthcare: In the healthcare sector, ACPT analysis can be used to assess the quality of patient care. Agents in this context include medical staff, nurses, and administrative personnel. Dissatisfaction can stem from a range of factors, including communication breakdowns, long wait times, administrative errors, and technology-related issues, such as malfunctioning medical equipment or information systems.

Striving for 100% Customer Satisfaction:

Striving for 100% customer satisfaction in all cases is a noble but often unattainable goal for several reasons:

  • Diverse Customer Expectations: Customers have varied expectations and preferences. What pleases one customer might not satisfy another. It’s challenging to create a one-size-fits-all solution that meets the unique needs of every individual.
  • Human Nature: Human interactions, whether with agents or within processes, are susceptible to occasional mistakes and misunderstandings. Agents can have bad days, and technology can fail at times. Achieving perfection in every customer interaction is, therefore, unrealistic.
  • External Factors: External factors beyond a company’s control can impact customer satisfaction. These factors may include economic conditions, natural disasters, or unforeseen events that affect service delivery.
  • Resource Limitations: Organizations have finite resources, and allocating them in pursuit of 100% satisfaction in all cases can be inefficient and costly. It’s more pragmatic to focus resources on areas where improvements can yield the most significant impact on customer satisfaction.

Minimizing Customer Dissatisfaction

Rather than chasing the unattainable goal of 100% customer satisfaction, organizations should concentrate on minimizing customer dissatisfaction through proactive measures. These include:

  • Agent Coaching and Training: Regular training and coaching programs help agents develop the skills and behaviors necessary to enhance customer interactions. Addressing issues like rudeness or a lack of product knowledge can significantly reduce customer dissatisfaction.
  • Process Enhancements: Identifying process bottlenecks and inefficiencies allows organizations to streamline workflows, reduce wait times, and improve the overall customer experience. Enhancements may involve simplifying procedures, automating tasks, and aligning processes with customer needs.
  • Addressing Technology-Related Issues: Continuous monitoring and improvement of technology can minimize disruptions and downtime that can lead to dissatisfaction. By investing in robust technical support and proactive maintenance, organizations can ensure a more stable and reliable technological environment.


ACPT analysis serves as a valuable tool for understanding and addressing the multifaceted nature of customer dissatisfaction in the BPO industry. By acknowledging the different factors contributing to dissatisfaction, organizations can work towards creating a more realistic and achievable goal of delivering consistent, high-quality service to their customers.

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