Annexure 1

Improving Community Engagement through

Contact Center Business Analytics

Telus International
A Summer Training Report
Submitted in partial fulfilment of the requirements for
the
Award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

By
AKASH TALUKDAR
Registration No: 323201241

Centre for Distance and Online Education

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA, PUNJAB

2025

1
 Annexure – II
Student Declaration

To whom so ever it may concern

I, AKASH TALUKDAR, 323201241, hereby declare that the work done by me on
“Improving Community Engagement through Contact Center Business
Analytics” from 03/03/2025 to 30/04/2025, is a record of original work for the partial
fulfillment of the requirements for the award of the degree, Masters of Business
Administrations. This work has not been submitted part or full to any other university
or Institute for award of any degree.

Name of the Student (Registration Number): 323201241

Signature of the student:

Dated: 24/05/2025

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 Annexure-III

Certification by the Organization regarding the Summer Training

3
 ACKNOWLEDGEMENT

I, Akash Talukdar, hereby declare & acknowledged that the presented summer
training report titled “Improving Community Engagement through Contact
Center Business Analytics” is prepared by me after the completion of 08 weeks
internship at Telus International, Noida. I also confirm that, the report is only
prepared for my academic requirements and not for any other purpose.

Deepest thanks to our Mentor Mr. Harvinder Singh (Sr. Resource Planner) for his
guidance, monitoring, constant
encouragement and correcting various assignments of ours with attention and care.

AKASH TALUKDAR
Registration Id: - 323201241
Program: Masters in Business Administration

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 LIST OF TABLES/FIGURES

• 2.1 Company's HQ
• 2.2 Company's Official Logo
• 2.3 Organisation Chart
• 3.1 Power BI HR Dashboard
• 3.2 Power BI Sales Dashboard
• 3.3 Power BI Data modeling
• 3.4 Power BI Calculations
• 3.5 MS Excel Dashboard

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 LIST OF ABBREVIATIONS

• ACD: Automatic Call Distributor

• AHT: Average Handle Time
• ASA: Average Speed of Answer
• ACW: After Call Work
• ATT: Average Talk Time
• AUX: Auxiliary Work (Agent states for non-call activities, e.g., break, meeting)
• BI: Business Intelligence
• CRM: Customer Relationship Management
• CSAT: Customer Satisfaction
• CX: Customer Experience
• FCR: First Contact Resolution
• IVR: Interactive Voice Response
• KPI: Key Performance Indicator
• NPS: Net Promoter Score
• QA: Quality Assurance
• QE: Quality Engineering
• QM: Quality Monitoring
• RPA: Robotic Process Automation
• SLA: Service Level Agreement
• SL: Service Level
• SQL: Structured Query Language
• VOC: Voice of the Customer
• WFM: Workforce Management

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 REPORT CONTENT

1. Cover page Annexure - I

2. Declaration by student Annexure - II
3. Training completion certificate from organization / Company
4. Acknowledgement
5. List of Tables/Figures
6. List of abbreviations
7. Chapter - 1 INTRODUCTION TO THE PROJECT
8. Chapter – 2
9. Chapter - 3
10. CONCLUSION
11. Bibliography

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 CHAPTER - 1

INTRODUCTION TO THE PROJECT

Introduction:
This report explores how business analytics can empower communities through the
operations of a contact center. It highlights how data-driven insights improve service
delivery, create job opportunities, and support local development. The case study is
based on practical learnings and contributions made during a summer internship at a
contact center.
About the project:
Focuses on leveraging data from customer interactions to understand community
needs and enhance outreach. By analyzing call drivers, sentiment, wait times, and
resolution rates, organizations can identify recurring issues, service gaps, and areas
for improvement in their community initiatives. This data-driven approach allows for
targeted communication strategies, optimized resource allocation, and proactive
problem-solving, ultimately fostering stronger relationships and more effective
engagement with the community. It transforms raw interaction data into actionable
insights for better community service and support.

Objective of the Project:

To elevate operational excellence, a contact center can utilize business analytics to
achieve several objectives. One primary goal is to optimize resource allocation and
improve forecasting accuracy, leading to reduced idle time and maximized agent
productivity. By analyzing data from tools like Avaya and Verint, analysts can
pinpoint inefficiencies in workflows and agent performance, aiming to decrease
Average Handle Time (AHT) and increase First Contact Resolution (FCR).
Leveraging Power BI and MS Excel dashboards, the objective is to visualize key
performance indicators (KPIs) and identify trends for proactive problem-solving.
This data-driven approach also seeks to enhance customer satisfaction (CSAT) by
understanding interaction patterns and identifying training gaps to improve overall
service quality

• Optimize Resource Allocation: To accurately forecast call volumes and

agent requirements, minimizing idle time and maximizing agent utilization.
• Enhance First Contact Resolution (FCR): To identify root causes of repeat
contacts and implement process improvements or knowledge base
enhancements to resolve customer issues on the first interaction.

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 • Reduce Average Handle Time (AHT): To pinpoint inefficiencies in call
handling processes and agent workflows, streamlining interactions without
compromising quality.
• Improve Customer Satisfaction (CSAT) & Net Promoter Score (NPS): To
analyze customer feedback data and identify key drivers of
satisfaction/dissatisfaction, enabling targeted interventions to improve the
customer experience.
• Identify Training Gaps: To analyze agent performance metrics (e.g., call
quality scores, AHT by agent, FCR by agent) to identify areas where
additional training or coaching is needed.
• Minimize Operational Costs: To identify areas of unnecessary expenditure
within the contact center, such as excessive overtime or inefficient technology
usage.
• Proactive Problem Identification: To detect emerging trends in customer
inquiries or complaints, allowing the contact center to address issues before
they escalate.
• Improve Agent Adherence to KPIs: To monitor and analyze agent
performance against established key performance indicators, providing
insights for coaching and performance management.

Scope of Work:

I. Data Collection & Management:

• Data Sourcing: Identify, extract, and integrate data from various contact
center platforms and tools, including:
o Automatic Call Distributor (ACD) systems (e.g., Avaya) for call
volume, wait times, handle times, and agent states.
o Quality monitoring and coaching platforms (e.g., Verint) for call
recordings, quality scores, and agent feedback.
o Workforce Management (WFM) systems (e.g., Aspect) for forecasting,
scheduling, and adherence data.
o Customer Relationship Management (CRM) systems for customer
demographics, interaction history, and case details.
o Survey tools for Customer Satisfaction (CSAT), Net Promoter Score
(NPS), and other feedback.
o Chatbot and self-service interaction logs.
• Data Cleaning & Transformation:
o Clean, validate, and standardize large, complex datasets to ensure
accuracy and consistency.
o Transform raw data into a usable format for analysis, including data
aggregation, summarization, and normalization.

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 o Develop and maintain ETL (Extract, Transform, Load) processes for
automated data pipelines.
• Database Management:
o Work with relevant teams to ensure data integrity and accessibility.
o Potentially manage and optimize data storage solutions relevant to
contact center data.

II. Reporting & Dashboard Development:

• KPI Tracking & Reporting:

o Develop and maintain daily, weekly, and monthly reports on key
contact center performance indicators (KPIs) such as:
▪ Average Handle Time (AHT)
▪ First Contact Resolution (FCR)
▪ Service Level (SL)
▪ Abandon Rate
▪ Customer Satisfaction (CSAT)
▪ Agent Occupancy and Utilization
▪ Call Volume and Peak Times
▪ Quality Scores
o Create ad-hoc reports as requested by leadership or operations teams.
• Dashboard Creation (Power BI, MS Excel):
o Design, develop, and maintain interactive dashboards using tools like
Power BI and advanced Excel functionalities (e.g., pivot tables,
macros, formulas).
o Ensure dashboards are user-friendly, visually appealing, and provide
actionable insights for different stakeholders (e.g., team leads,
managers, senior leadership).
o Automate dashboard updates where possible.

III. Data Analysis & Insight Generation:

• Performance Analysis:
o Analyze contact center performance data to identify trends, patterns,
and anomalies.
o Conduct root cause analysis for performance deviations (e.g., spikes in
AHT, drops in CSAT, increased repeat calls).
o Segment data to understand performance across different channels,
teams, agent groups, and customer segments.
• Predictive Analytics (Basic):
o Assist in developing basic forecasting models for call volumes and
staffing needs.
o Identify potential future issues or opportunities based on historical
data.

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 • Customer Journey Mapping:
o Analyze data to understand the customer journey, identifying pain
points and opportunities for improvement across various touchpoints.
• Agent Performance Analysis:
o Analyze individual and team agent performance to identify training
needs, coaching opportunities, and best practices.
o Correlate agent activities with customer outcomes.
• Ad-hoc Analysis:
o Respond to specific business questions from operations and leadership
teams by conducting deep-dive analyses.

IV. Recommendations & Strategic Support:

• Actionable Insights: Translate complex data findings into clear, concise, and
actionable recommendations for improving operational efficiency, customer
experience, and cost reduction.
• Presentation of Findings: Present analytical findings and recommendations
to various stakeholders through reports, presentations, and interactive sessions.
• Collaboration: Work closely with operations managers, team leads,
workforce management, quality assurance, and IT to implement data-driven
solutions.
• Process Improvement: Contribute to the continuous improvement of contact
center

The role of a Business Analyst in a contact center is of paramount importance and has broad
applicability, directly impacting operational efficiency, customer satisfaction, and strategic
decision-making.

Importance:

• Data-Driven Decision Making: Data analysts transform raw contact center

data into actionable insights, enabling managers to make informed decisions
rather than relying on intuition. This includes optimizing staffing, refining
processes, and improving agent performance.
• Performance Optimization: They are crucial for identifying bottlenecks,
inefficiencies, and areas for improvement across all contact center operations,
from call routing to resolution times. By analyzing KPIs like AHT, FCR, and
service levels, they help streamline workflows and reduce operational costs.
• Enhanced Customer Experience: By analyzing customer interaction data,
including sentiment and feedback, analysts pinpoint pain points in the
customer journey. This allows the contact center to proactively address issues,
personalize interactions, and ultimately boost customer satisfaction and
loyalty.

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 • Cost Reduction: Identifying trends in call drivers, repeat contacts, and agent
idle time helps in optimizing resource allocation, reducing unnecessary
expenses, and improving overall cost-effectiveness.
• Proactive Problem Solving: Data analysts can detect emerging issues or
negative trends before they escalate, allowing the contact center to implement
preventative measures and minimize disruptions.
• Strategic Planning: Their insights inform long-term strategies, such as
technology investments, training programs, and service expansion, ensuring
that the contact center evolves effectively to meet business goals.

Applicability:

• Workforce Management: Providing accurate historical data and forecasting

models for staffing, scheduling, and capacity planning.
• Quality Assurance: Identifying agents with training needs, uncovering
common reasons for low quality scores, and optimizing quality monitoring
efforts.
• Customer Service Improvement: Pinpointing specific customer pain points,
analyzing reasons for customer churn, and suggesting improvements to self-
service options or agent scripts.
• Sales and Marketing Support: Analyzing customer interaction data to
identify cross-sell or up-sell opportunities, and providing insights for targeted
marketing campaigns.
• Technology Adoption: Evaluating the effectiveness of new tools, automation,
or AI solutions by measuring their impact on operational KPIs.
• Process Re-engineering: Informing and validating changes to contact center
processes based on empirical evidence of their potential impact.

Role Overview:

The Contact Center Business Analyst is responsible for transforming raw operational
data into actionable insights that drive efficiency, improve customer experience, and
support strategic decision-making. This role involves data extraction, cleaning,
analysis, reporting, and the creation of compelling dashboards and visualizations.

Key Result Areas (KRAs):

1. Reporting & Dashboard Excellence:

o KRA: Develop and maintain accurate, timely, and insightful reports
and dashboards (e.g., in Power BI, MS Excel) that track key contact
center KPIs.

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 o Measurement: Report accuracy, timeliness of delivery, stakeholder
feedback on dashboard utility, number of automated reports.
2. Performance Analysis & Insight Generation:
o KRA: Proactively analyze contact center data to identify trends, root
causes of performance deviations (e.g., high AHT, low FCR, increased
repeat contacts), and opportunities for improvement.
o Measurement: Number of actionable insights identified, impact of
insights on operational KPIs (e.g., % reduction in AHT, %
improvement in FCR), feedback from operations managers.
3. Data Quality & Integrity:
o KRA: Ensure the accuracy, consistency, and reliability of contact
center data across all sources (e.g., Avaya, Verint, Aspect).
o Measurement: Reduction in data discrepancies, successful data audits,
maintenance of ETL processes.
4. Forecasting & Resource Optimization Support:
o KRA: Provide data-driven support for workforce management,
including contributions to call volume forecasting and staffing
recommendations.
o Measurement: Accuracy of data inputs for forecasts, feedback from
WFM team on data utility.
5. Ad-hoc Analysis & Strategic Support:
o KRA: Conduct deep-dive ad-hoc analyses in response to specific
business questions from leadership, providing clear recommendations.
o Measurement: Timeliness and quality of ad-hoc analysis, impact of
recommendations on strategic initiatives.

Desired Skills & Qualifications:

• Education: Bachelor's degree in a quantitative field such as Business

Analytics, Data Science, Statistics, Mathematics, Computer Science, or a
related discipline.
• Technical Proficiency:
o Advanced Excel: High proficiency in advanced formulas, pivot tables,
and potentially VBA for automation.
o Data Visualization Tools: Expert user of Power BI (or Tableau) for
dashboard creation and data storytelling.
o SQL: Strong ability to write complex SQL queries for data extraction
and manipulation from various databases.
o Contact Center Tools: Familiarity with data outputs from common
contact center platforms like Avaya, Verint, and Aspect.
o Statistical Software (Plus): Experience with R or Python for more
advanced statistical analysis is a strong advantage.

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 • Analytical Skills:
o Strong analytical and problem-solving abilities with a keen eye for
detail.
o Ability to interpret complex data and translate findings into clear,
actionable business recommendations.
o Root cause analysis expertise.
• Domain Knowledge:
o Understanding of contact center operations, key performance
indicators (KPIs like AHT, FCR, Service Level, CSAT), and industry
best practices.
• Communication & Presentation:
o Excellent written and verbal communication skills to present findings
to both technical and non-technical audiences.
o Ability to create compelling visual narratives from data.
• Soft Skills: Proactive, self-starter, curious, strong interpersonal skills, ability
to work independently and as part of a team, and a continuous learner.

Job Profile:

The Data Analyst for the Contact Center plays a crucial role in enhancing operational
efficiency and improving the customer experience by leveraging data-driven insights.
This individual will be responsible for collecting, cleaning, analyzing, and
interpreting large datasets from various contact center platforms. The role involves
developing and maintaining reports and interactive dashboards (primarily using
Power BI and MS Excel) to visualize key performance indicators (KPIs), identify
trends, pinpoint areas for improvement, and support strategic decision-making within
the contact center operations.

Key Responsibilities:

• Data Sourcing & Management:

o Extract, consolidate, and transform data from diverse contact center
systems such as Automatic Call Distributor (ACD - e.g., Avaya),
Quality Monitoring (e.g., Verint), Workforce Management (e.g.,
Aspect), CRM, and customer feedback surveys.
o Ensure data accuracy, consistency, and integrity through robust
cleaning, validation, and ETL processes.
• Reporting & Dashboard Development:
o Design, develop, and maintain a suite of standard and ad-hoc reports
and interactive dashboards (using Power BI and advanced MS Excel)
that provide actionable insights into contact center performance.
o Track and report on critical KPIs including Average Handle Time
(AHT), First Contact Resolution (FCR), Service Level, Abandon Rate,

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 Customer Satisfaction (CSAT), Net Promoter Score (NPS), agent
occupancy, and adherence.
• Performance Analysis:
o Conduct in-depth analysis of operational data to identify trends, root
causes of performance fluctuations, and areas of inefficiency or
opportunity.
o Provide insights into agent performance, call drivers, customer
sentiment, and channel effectiveness.
o Support root cause analysis for service level misses, quality deviations,
and customer dissatisfaction.
• Strategic & Operational Support:
o Translate complex analytical findings into clear, concise, and
actionable recommendations for contact center leadership and
operations teams.
o Collaborate with Workforce Management (WFM) to improve
forecasting accuracy and optimize staffing models.
o Support quality assurance teams by identifying trends in call quality
and agent performance requiring coaching or training.
o Present findings and recommendations to various stakeholders
effectively.
• Continuous Improvement:
o Stay abreast of industry best practices in contact center analytics, tools,
and methodologies.
o Proactively identify opportunities for process improvement and
contribute to the evolution of the contact center's analytical
capabilities.

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 CHAPTER 2
INTRODUCTION OF THE COMPANY / WORK

About the Company:

TELUS Digital, formerly TELUS International, is a Canadian technology company
that designs, builds, and delivers digital solutions for global and disruptive brands. It
offers services like digital strategy, consulting, design, digital transformation, and AI-
powered customer experience (CX) solutions. The company operates in various
countries, including Canada, the US, India, and more.
TELUS International (Cda) Inc. provides customer experience and digital business
services in Europe, North America, the Asia-Pacific, and the Central America. It
offers digital experience solutions, such as AI and bots, omnichannel CX, mobility
solutions, cloud contact center, big data, platform transformation, and UX/UI design;
and customer experience solutions, including work anywhere/work from home,
customer care, technical support, sales growth and retention, and healthcare/patient
experience. The company also provides IT lifecycle services comprising cloud and
platform services, app dev and management, quality assurance and testing, system
operations, IT service desk, internet of things, engineering solutions, and enterprise
platform services

2.1

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Official Logo:

2.2

Company’s Vision:

TELUS International's vision is to be a world-leading digital solutions provider,

focused on creating an inclusive culture that embraces diversity and sparks innovation
for customers. Their mission is to deliver career opportunities through spirited
teamwork and growth, while empowering the human experience through digital
enablement and a caring culture. They strive to put customers and communities first,
embrace change, and innovate courageously.

Company’s Mission:
The mission of Telus International is to be the customer experience partner of choice
for the world’s most admired brands.
Advisory services consisting of digital strategy, CX process consulting, data and
customer analytics, workforce management, learning excellence solutions, and
business and process transformation; robotic process automation, talent acquisition,
finance and accounting, and supply chain management; and content moderation and
social media, and fraud prevention and detection. It serves tech and games,
communications and media, ecommerce and fintech, healthcare, and travel and
hospitality industries. The company was founded in 2005 and is headquartered in
Vancouver, Canada. TELUS International (Cda) Inc. is a subsidiary of TELUS
Communications Inc.

Origin and growth of the company:

In 2005, TELUS invested in Ambergris Solutions, a BPO company in the Philippines, to
offer additional customer service for North America. Ambergris Solutions rebranded to
TELUS International in 2007

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In 2008, TELUS International invested in Transactel to establish CX centers in
Guatemala and El Salvador. TELUS International invested in Call Point New Europe in
2012 and expanded into Bulgaria and Romania. In 2014, Call point New Europe
rebranded to TELUS International, and Transactel rebranded to TELUS International the
following year.

In 2016, Baring Private Equity Asia acquired a 35% stake in TELUS International, with
TELUS continuing to hold the remaining 65%. TELUS International acquired Voxpro
Group in 2017 and expanded locations in the U.S. It also established a presence in
Ireland. In 2018, TELUS International invested in Xavient Digital for their digital and IT
solutions portfolio, and also to enable delivery centres in India. The company then
acquired Competence Call Center in 2020, expanding its European presence. In 2021,
Fast Company named the company one of its 100 Best Workplaces for Innovators in the
International category. TELUS International acquired Lionbridge AI, adding data
annotation, in 2021. In 2021, the company was listed on the Toronto and New York stock
exchanges on February 3 under the ticker TIXT. This listing was the largest-ever tech IPO
for the TSX. TELUS International acquired Playment in 2021. TELUS International
acquired the U.S. company WillowTree, a digital product consultancy, in the beginning of
2023. The sale was for U.S.$1.2-billion.

In the third quarter of 2024, TELUS International announced a suite of changes including
the departure of longtime CEO Jeff Pruitt. TELUS International also announced its
intention to rebrand as TELUS Digital to better align with the company's goals. Jason
Macdonnell, a senior member of leadership at TELUS, was announced as acting CEO.

On September 18, 2024, the company officially launched its global rebrand, transitioning
from TELUS International to TELUS Digital; the company's legal name did not change.

On September 27, 2024, The TELUS Acquires Additional Shares of TELUS Digital

Various departments and their functions:

Telus International, now operating as TELUS Digital, is structured around various

key functional areas and service lines that enable it to deliver comprehensive digital
customer experience solutions to its clients. While a traditional departmental
organizational chart isn't explicitly laid out, its core functions can be understood
through its service offerings and leadership roles:

I. Core Service and Solution-Oriented Functions:

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 • Customer Experience (CX) Solutions / Contact Center Operations: This is
a foundational area, responsible for providing omnichannel customer support,
managing contact center outsourcing, and ensuring high-quality customer
interactions across various channels.
• Digital Services: This broad area encompasses a range of technology-driven
solutions, including:
o AI Bots & Intelligent Automation (RPA Solutions): Developing and
implementing AI-powered virtual assistants and robotic process
automation to enhance efficiency and customer self-service.
o Cloud Contact Center Solutions & Cloud Services: Providing
scalable and reliable cloud-based infrastructure for contact centers and
general cloud support.
o IT Service Desk & Managed IT Services: Offering 24/7 IT support
and management of IT assets for clients.
o Mobile App & Web Development Services: Designing and
developing digital applications with a focus on user experience.
o Quality Engineering (QE) & Quality Assurance (QA): Ensuring
optimal performance and quality across digital channels and solutions.
• Data & AI Solutions: Focuses on generating, annotating, and managing data
for Artificial Intelligence, including Generative AI, computer vision, and
machine learning model training.
• Consulting / CX Consulting: Provides strategic guidance to clients on
improving customer experience and digital transformation journeys.
• Trust, Safety & Security: Specializes in content moderation solutions,
ensuring online platforms are safe and compliant.

II. Corporate and Support Functions (Inferred from Leadership and General
Business Operations):

• Executive Leadership / Management: Oversees the entire organization's

strategy, operations, and growth. This includes roles like CEO, COO, and
Presidents of various solution areas.
• Finance & Accounting: Manages financial planning, reporting, budgeting,
and fiscal operations (led by a Chief Financial Officer - CFO).
• People & Culture / Human Resources: Responsible for talent acquisition,
employee development, compensation, benefits, and fostering an inclusive
work environment (led by a Chief People Officer).
• Information Technology (IT): Manages the company's internal technology
infrastructure, systems, and digital transformation initiatives (led by a Chief
Information Officer - CIO).
• Legal & Governance: Ensures compliance with laws and regulations,
manages legal risks, and oversees corporate governance (led by a Chief Legal
Officer).

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 • Product & Marketing: Focuses on product development, market strategy,
brand management, and client acquisition (led by a Chief Product and
Marketing Officer).
• Growth / Business Development: Drives new business opportunities and
client relationships.
• Investor Relations: Manages communications and relationships with
investors and the financial community.
• Corporate Social Responsibility (CSR) / Social Impact: Coordinates
initiatives related to community engagement, social programs, and ethical
business practices.

These functions work synergistically to deliver integrated digital customer experience

and IT solutions to Telus International's diverse client base.

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Organization chart of the company:

2.3

It is challenging to provide a precise, up-to-date, visual organizational chart of a large,

evolving company like Telus International (now TELUS Digital) as these are often
internal documents and subject to frequent changes. Publicly available information
typically outlines the executive leadership and the main functional areas or service
lines.

However, based on the information about their departments and functions, and typical
corporate structures, you can conceptualize their organization as follows:

Executive Leadership / Board of Directors

• Chief Executive Officer (CEO)

o Chief Operating Officer (COO) (Oversees global operations across
various service lines)
o Chief Financial Officer (CFO) (Manages all financial aspects)
o Chief People Officer (Leads Human Resources, talent management,
culture)

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 o Chief Legal Officer (Oversees legal affairs and compliance)
o Chief Information Officer (CIO) (Manages internal IT infrastructure
and systems)
o Chief Growth Officer (Focuses on strategic growth and business
development)
o Chief Product and Marketing Officer (Drives product strategy and
brand presence)
o Presidents/Heads of Major Business Units/Service Lines:
▪ Customer Experience (CX) Solutions / Contact Center
Operations:
▪ Regional Operations Leads
▪ Account Management Teams
▪ Training & Quality Assurance Teams
▪ Workforce Management Teams
▪ Digital Services:
▪ AI & Automation Teams
▪ Cloud Services Teams
▪ IT Services Teams
▪ Software Development Teams (Mobile/Web)
▪ Quality Engineering Teams
▪ Data & AI Solutions:
▪ Data Annotation Teams
▪ AI/ML Data Specialists
▪ Consulting Services:
▪ CX Consultants
▪ Trust, Safety & Security:
▪ Content Moderation Teams
o Supporting Corporate Functions:
▪ Investor Relations
▪ Corporate Social Responsibility (CSR) / Social Impact
▪ Marketing & Communications (beyond product marketing)

This structure indicates a hierarchy from executive leadership, overseeing broad

functional areas, which then cascade into specialized teams responsible for specific
service delivery, support, and corporate governance. The emphasis on "digital" and
"AI" indicates a structure that integrates technology and data across all operational
and service delivery units.

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 CHAPTER – 3

BRIEF DESCRIPTION OF WORK DONE

Project Description:

This project aimed to significantly improve the contact center's operational excellence
and decision-making capabilities by transforming raw WFM data into actionable
insights. As a Data Analyst Intern, my primary objective was to design and implement
comprehensive dashboards in both MS Excel and Power BI, enabling leadership to
effectively track Key Performance Indicators (KPIs) and monitor business
performance against operational goals

As an Data Analyst Intern in a contact center, particularly one focusing on the WFM
(Workforce Management) domain, the training started of foundational knowledge,
technical skills, and practical application. Here's a breakdown:

I. Contact Center & WFM Fundamentals:

• Contact Center Operations Overview:

o Understanding the end-to-end customer journey in a contact center.
o Different contact channels (voice, chat, email, social media) and their
unique characteristics.
o Key contact center roles and responsibilities (agents, team leads, QA,
WFM).
• WFM Concepts:
o Detailed explanation of forecasting methodologies (e.g., Erlang C, time
series analysis).
o Scheduling principles (staffing requirements, shift optimization, break
rules).
o Real-time adherence monitoring and management.
o Key WFM metrics: Service Level, AHT, Occupancy, Utilization,
Shrinkage, Forecast Accuracy, ASA, Abandon Rate.
o The interdependencies between these metrics and their impact on
operational goals.
• Company Specifics:
o Telus International's (now TELUS Digital's) vision, mission, origin,
and growth.
o Overview of various departments and their functions within the
company.
o Introduction to the specific contact center operations and teams the
intern will be supporting.

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II. Technical Skills Training:

• Advanced MS Excel:
o In-depth training on advanced formulas (e.g., COUNTIF, AVERAGE,
SUMIFS, IFERROR, VLOOKUP, INDEX/MATCH) for WFM calculations.
o Mastery of Pivot Tables for data summarization and analysis.
o Data cleaning techniques within Excel (Text to Columns, Remove
Duplicates, TRIM, CLEAN).
o Creating dynamic charts and graphs.
o Introduction to VBA/Macros for automation of repetitive tasks.
• Power BI (or similar BI tool like Tableau):
o Connecting to various data sources (Excel, SQL databases, cloud
sources like Avaya, Verint, Aspect data feeds).
o Data modeling within Power BI (relationships, DAX formulas for
calculated columns and measures).
o Designing interactive dashboards and reports.
o Effective data visualization principles (choosing appropriate chart
types, storytelling with data).
• SQL (Structured Query Language):
o Basic to intermediate SQL for data extraction and manipulation from
company databases.
o Writing SELECT, FROM, WHERE, GROUP BY, JOIN clauses relevant to
contact center data.
• Contact Center Data Tools (Hands-on Access & Training):
o ACD (e.g., Avaya): How to extract raw call data, agent states, queue
statistics.
o WFM Software (e.g., Aspect): How to access scheduling, adherence,
forecasting modules and export data.
o Quality Monitoring (e.g., Verint): How to pull quality scores and
listen to call recordings for context.
o CRM Systems: Understanding how customer data is stored and linked
to interactions.

III. Analytical & Problem-Solving Skills:

• Root Cause Analysis: Training on methodologies to identify underlying

reasons for performance deviations (e.g., why service level dropped, why
AHT increased).
• Statistical Concepts (Basic): Understanding averages, percentages, standard
deviation, and correlation relevant to data analysis.
• Data Storytelling: How to translate complex data findings into clear, concise,
and actionable recommendations for business stakeholders.
• Critical Thinking: Encouraging the intern to question data, identify
anomalies, and think about the "why" behind the numbers.

24
IV. Professional Development:

• Mentorship: Assigning an experienced data analyst or WFM specialist as a

mentor.
• Communication Skills: Training on presenting data findings and
recommendations to non-technical audiences.
• Collaboration: Emphasizing teamwork with WFM specialists, operations
managers, and IT.
• Documentation: Training on documenting data sources, methodologies, and
dashboard logic.
• Continuous Learning: Encouraging exploration of new tools, techniques, and
industry best practices.

The project commenced with an in-depth understanding of the contact center's

existing data ecosystem, which included data from various sources such as the
Automatic Call Distributor (ACD) for call volumes, average handle time (AHT), and
service levels, as well as Workforce Management (WFM) software for agent
schedules, adherence, and forecast accuracy. A critical initial phase involved
extensive data collection, cleaning, and transformation. This included identifying
and addressing inconsistencies, handling missing values, and structuring disparate
datasets into a cohesive and analysis-ready format. SQL queries were frequently
utilized to extract relevant information from the company's data warehouse.

Following data preparation, the core of the project focused on dashboard

development. In MS Excel, a dynamic dashboard was created, leveraging pivot
tables, advanced formulas, and conditional formatting to visualize daily and weekly
trends for critical KPIs like:

• Service Level (SL): Percentage of calls answered within a target time.

• Abandon Rate: Percentage of callers who hang up before reaching an agent.
• Average Handle Time (AHT): The average duration of a customer
interaction.
• Occupancy & Utilization: Metrics indicating how busy agents are.
• Forecast Accuracy: Comparison of predicted vs. actual call volumes.
• Agent Adherence: How well agents stick to their scheduled shifts.

For a more interactive and visually compelling experience, a sophisticated Power BI

dashboard was concurrently developed. This dashboard connected directly to the
cleaned data sources, allowing for real-time updates and drill-down capabilities. It
featured interactive charts, graphs, and slicers, enabling leadership to filter data by
date, team, channel, and agent group, providing a granular view of performance.

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A key challenge involved translating complex data into intuitive visualizations and
actionable insights for non-technical stakeholders. This required close collaboration
with WFM managers and operations leads to understand their specific reporting needs
and decision points. Through this process, the dashboards were iterated upon to
ensure they directly addressed operational challenges and supported data-driven
decision-making. For instance, by visualizing AHT trends alongside agent
performance and call drivers, the leadership could identify specific training gaps or
process inefficiencies leading to longer call times. Similarly, monitoring forecast
accuracy directly informed improvements in staffing strategies to meet service levels
more consistently.

The successful implementation of these dashboards significantly enhanced the

leadership's ability to track performance in real-time, identify bottlenecks, and
proactively adjust WFM strategies. The project contributed directly to achieving
operational goals by fostering a culture of data-driven excellence, enabling the contact
center to optimize resource allocation, improve service levels, and ultimately enhance
the overall customer experience. The experience provided deep insights into the
practical application of business analytics within a dynamic contact center
environment.

Activities / equipment handled:

As an Data Analyst in a contact center handled a diverse range of activities and

utilizes specific equipment to drive operational insights. Their daily tasks revolve
around data extraction and consolidation from various contact center platforms.
This involves pulling raw data from Automatic Call Distributor (ACD) systems like
Avaya for call volumes, agent states, and hold times. They also extract information
from Quality Monitoring (QM) tools such as Verint for call scores and agent
feedback, and Workforce Management (WFM) software like Aspect for scheduling,
adherence, and forecasting data.

Once extracted, a significant activity is data cleaning and transformation. Analysts

spend considerable time ensuring data accuracy, consistency, and completeness, often
using advanced functions in MS Excel (like VLOOKUP, INDEX/MATCH, SUMIFS,
COUNTIF, and data validation) to prepare datasets. They might also leverage SQL
queries to pull specific, filtered data directly from databases, performing joins and
aggregations.

A core responsibility is dashboard creation and maintenance. This involves

designing and building interactive dashboards in Power BI (or similar Business
Intelligence tools like Tableau) and dynamic reports in MS Excel. They select
appropriate visualizations (charts, graphs, tables) to represent KPIs like Service Level,
AHT, Abandon Rate, and agent performance, ensuring these dashboards are user-
friendly and provide actionable insights.

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Beyond reporting, data analysts perform deep-dive analysis to identify trends, root
causes of performance issues (e.g., why AHT spiked or CSAT dropped), and
opportunities for process improvement. They use their analytical skills to interpret
complex data, turning raw numbers into strategic recommendations for WFM and
operations teams. They also engage in forecasting support, providing historical data
and insights to improve the accuracy of call volume and staffing predictions.

The primary "equipment" handled by a data analyst includes their computer

workstation equipped with powerful analytical software. Key tools include:

• Microsoft Excel: For data manipulation, basic analysis, and dashboarding.

• Microsoft Power BI (or Tableau): For advanced data visualization and
interactive dashboards.
• SQL Client Tools: For querying databases.
• Contact Center Software Interfaces: Access to Avaya, Verint, Aspect, and
CRM systems to retrieve source data.
• Communication Tools: For collaborating with stakeholders and presenting
findings.

In essence, the data analyst acts as a bridge between raw data and informed
operational decisions, using a blend of technical expertise and analytical prowess.

Challenges faced and how those were tackled:

1. Data Quality and Consistency:

• Challenge: Data from various contact center tools (like Avaya for calls,
Verint for quality, Aspect for WFM) often comes in disparate formats, with
inconsistencies, missing values, or even errors. Merging these datasets can be
a significant hurdle.
• Tackled: The intern must develop strong data cleaning and transformation
skills. This involves rigorous validation checks, using Excel functions like
TRIM, CLEAN, IFERROR, and Data Validation. For larger datasets, SQL
queries are crucial to standardize formats, handle nulls, and ensure consistent
IDs across different systems. Regular communication with data owners helps
clarify ambiguities and improve data capture processes upstream.

2. Understanding Complex Contact Center Metrics & Business Context:

• Challenge: WFM and contact center operations have highly specialized KPIs
(Service Level, AHT, Occupancy, Shrinkage, Forecast Accuracy) with
specific definitions and interdependencies that can be overwhelming for an
intern initially. Understanding why certain metrics are important and how they
impact business goals is critical.

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 • Tackled: Proactive learning and asking questions are key. This includes
dedicated self-study on contact center industry best practices and WFM
theory. Regular mentorship sessions with experienced WFM specialists or
senior data analysts provide invaluable context and clarity. Attending team
meetings and listening to call recordings can also help bridge the gap between
data and real-world operations.

3. Tool Proficiency and Integration:

• Challenge: While interns might have foundational knowledge of Excel and

Power BI, applying them to real-world, large-scale contact center data and
integrating various data sources can be challenging. Specific tool
functionalities relevant to contact center analytics might also be new.
• Tackled: Hands-on practice is paramount. The intern would dedicate time to
mastering advanced Excel features (pivot tables, complex formulas,
dynamic ranges) and Power BI functionalities (data modeling, DAX
expressions, custom visualizations, connecting to diverse sources). Seeking
online tutorials, internal training materials, and collaborating with IT teams to
understand data pipelines are also effective strategies.

4. Translating Technical Data into Actionable Business Insights:

• Challenge: A common hurdle is presenting complex analytical findings in a

way that is easily understood and actionable by non-technical leadership.
Simply showing numbers isn't enough; insights need to drive decisions.
• Tackled: The intern focuses on data storytelling. This involves structuring
presentations or dashboards with clear narratives, highlighting key trends, and
articulating the business implications of the data. Using effective data
visualization techniques in Power BI helps simplify complex information.
Regular feedback sessions with end-users ensure the dashboards are relevant
and user-friendly, directly addressing their decision-making needs.

5. Time Management and Prioritization:

• Challenge: Interns often face multiple requests, tight deadlines, and the need
to balance learning with delivering tangible results.
• Tackled: Effective project management skills come into play. Breaking
down large tasks into smaller, manageable steps, setting realistic timelines,
and proactively communicating progress or potential delays to the mentor or
supervisor are crucial. Prioritizing tasks based on business impact helps ensure
the most critical work is completed first.

Learning outcomes:

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Aa an intern data analyst in a contact center I’ve gains crucial learning, transforming
theoretical knowledge into practical skills. They master data extraction and cleaning
techniques from disparate contact center systems like Avaya, Verint, and Aspect,
ensuring data integrity for analysis. A key outcome is proficiency in developing
dynamic dashboards in MS Excel and Power BI, translating raw data into visual
insights on KPIs such as Service Level, AHT, and Abandon Rate.

Furthermore, interns learn to conduct in-depth performance analysis, identifying

trends, root causes of operational inefficiencies, and areas for improvement. They
develop critical data storytelling skills, effectively communicating complex findings
and actionable recommendations to leadership for data-driven decision-making. The
experience also hones their understanding of Workforce Management (WFM)
principles and the strategic importance of analytics in achieving operational
excellence and enhancing customer experience within a fast-paced environment

Data Analysis:Power BI Dashboard Created Throughout the Project:

3.1

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 3.2

3.3

Summary of Attrition Analysis Dashboard in Power BI

Objective of the Dashboard

The primary goal of the Attrition Analysis Dashboard is to enable Human

Resources (HR) and Business Leaders to monitor, analyze, and mitigate employee
attrition. It aims to:

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 • Identify attrition patterns and trends across departments, job roles,
education levels, age groups, tenure, and salary slabs.
• Provide actionable insights to develop retention strategies.
• Understand the demographics and segments contributing to high attrition.
• Support data-driven HR decision-making aligned with organizational
stability and talent management.

Use Case

This dashboard would be used in:

• Monthly HR Review Meetings to report on turnover trends.

• Talent Acquisition & Retention Planning.
• Workforce Planning & Strategy Sessions.
• Leadership decision-making on engagement programs, compensation
review, and succession planning.

Data Cleaning Process

Before building the dashboard, raw HR data likely underwent the following data
cleaning steps in Power Query (Power BI):

• Duplicate Removal: Removed repeated employee records.

• Null Handling: Replaced or filtered out rows with missing values in critical
fields (e.g., Job Role, Tenure, Age).
• Standardization: Unified inconsistent naming conventions (e.g., "Human
Resources" vs. "HR").
• Categorization: Created clean bins for Age Groups, Salary Slabs, and
Tenure Ranges using conditional logic.
• Date Formatting: Standardized hire and exit dates for accurate tenure
calculations.

Data Modeling Structure

In Power BI's Model View, the following modeling practices were likely used:

• Fact Table: Employee Attrition Data (records of all employees including

status – active or exited).
• Dimension Tables:
o Department Table

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 o Job Role Table
o Education Level Table
o Gender Table
o Age Group Table
• Relationships: One-to-many relationships between dimension tables and the
fact table using Employee ID or Job Role ID.

• Calculated Columns/Measures using DAX:

• Date Table: For tracking attrition trends over time (if time series is used).

Dashboard Design & Visuals

Power BI visualizations used:

Section Visual Type Purpose

Attrition by Education / Age Clustered Column Show attrition distribution by

Group / Salary Slab Chart, Donut Chart demographic and pay variables

Matrix with
Attrition by Job Role Analyze attrition in specific job roles
conditional formatting

Identify when employees are most

Attrition by Tenure Line Chart
likely to leave

Gender Distribution Stacked Column Chart Track attrition by gender

Highlight total HC, attrition count,

Summary Cards KPI Cards
attrition rate, average age & salary

3.4

Importance of the Dashboard

• Early Warning System: Helps identify emerging attrition hotspots before

they escalate.
• Strategic Workforce Management: Supports evidence-based planning for
HR initiatives like mentorship or engagement drives.
• Cost Savings: Reduces recruitment and training costs by improving employee
retention.

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 • Equity and Inclusion Insights: Reveals gender or role-based disparities in
attrition.
• Executive Decision Support: Provides quick, actionable visuals to C-level
stakeholders.

MS Excel Based Dashboards

3.5

Summary of Excel Dashboard:

Key performance indicators (KPIs) highlighted at the top include:

• Total Calls: 402

• Avg. Answer Speed: 57.6
• Abandon Rate: 16.7%
• Avg Calls/Minute: 0.106

The dashboard also includes several detailed sections:

• Agent Performance Table: Shows individual agent data for Total Calls, Calls
Answered, Avg. Speed of Answer, Call Resolution (%), and CR Trend.
Agents listed include Joe, Dan, Martha, Greg, Stewart, Diane, Jim, and Becky.
• Call Abandon Rate by Department: A bar chart illustrating abandonment
rates for different departments, such as Washing Machine, Toaster, Air
Conditioner, and Television. The Air Conditioner and Television departments
show higher abandonment rates.

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 • SLA Limits: Displays "Calls answered in less than 180 Seconds" as 39.1%
and "Calls with satisfaction score less than 3" as 134.
• Overall Satisfaction Score: A gauge chart indicating an overall satisfaction
score of 3.47.
• Satisfaction Score - By Agent: A bar chart comparing satisfaction scores
across different agents.

List of all Excel formulas used in the dashboard:

I. Service Level & Abandonment Metrics:

1. Calls Answered within Service Level Target:

o Description: Number of calls handled within a predefined target time
(e.g., 80% of calls answered within 20 seconds).
o Formula: =COUNTIF([Call Answer Time Column],
"<="&[Service Level Target Seconds])
▪ Example: =COUNTIF(A:A, "<="&20) (if A:A contains answer
times in seconds and target is 20s)
2. Total Calls Handled (Answered):
o Description: Total number of calls successfully connected to an agent.
o Formula: =COUNT([Call Handle Time Column]) or
=COUNTIF([Call Status Column], "Answered")
3. Total Calls Offered:
o Description: Total number of calls that entered the queue (answered +
abandoned).
o Formula: =COUNT([Call ID Column]) or =COUNT([Call Start
Time Column]) (if every offered call has an entry)
4. Calls Abandoned:
o Description: Number of calls that disconnected before reaching an
agent.
o Formula: =COUNTIF([Call Status Column], "Abandoned")
5. Service Level Percentage (SL%):
o Description: (Calls Answered within SL Target / Total Calls Offered)
* 100%.
o Formula: =([Formula for Calls Answered within SL Target])
/ ([Formula for Total Calls Offered])
▪
Example: =(COUNTIF(A:A,"<="&20))/COUNT(B:B) (A:A is
answer time, B:B is call ID)
6. Abandon Rate:
o Description: (Calls Abandoned / Total Calls Offered) * 100%.
o Formula: =([Formula for Calls Abandoned]) / ([Formula for
Total Calls Offered])
▪ Example: =(COUNTIF(C:C, "Abandoned"))/COUNT(B:B)
(C:C is call status, B:B is call ID)

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II. Efficiency & Productivity Metrics:

7. Average Handle Time (AHT):

o Description: Average time an agent spends on a call (Talk Time +
Hold Time + After Call Work).
o Formula: =AVERAGE([AHT Column])
▪ Ensure your AHT column is in seconds or a consistent unit for
calculation.
8. Average Talk Time (ATT):
o Description: Average time agents spend actively speaking with
customers.
o Formula: =AVERAGE([Talk Time Column])
9. Average After Call Work (ACW):
o Description: Average time agents spend on tasks immediately after a
call.
o Formula: =AVERAGE([ACW Time Column])
10. Average Speed of Answer (ASA):
o Description: Average time a caller waits in queue before being
answered by an agent.
o Formula: =AVERAGE([Queue Time Column])
▪ Filter out abandoned calls if the queue time for abandoned
calls is not relevant to ASA definition.
11. Agent Utilization:
o Description: Percentage of time an agent is engaged in productive
work (Talk, Hold, ACW).
o Formula: =(SUM([Talk Time Column]) + SUM([Hold Time
Column]) + SUM([ACW Time Column])) / SUM([Logged In Time
Column])
▪ Ensure all times are in the same unit (e.g., seconds or minutes).
12. Agent Occupancy:
o Description: Percentage of time an agent is engaged in customer
contact activities (Talk, Hold, ACW) while logged in and available.
o Formula: =(SUM([Talk Time Column]) + SUM([Hold Time
Column]) + SUM([ACW Time Column])) / (SUM([Talk Time
Column]) + SUM([Hold Time Column]) + SUM([ACW Time
Column]) + SUM([Available Time Column]))

III. Forecasting & Staffing Metrics:

13. Forecast Accuracy (for Call Volume):

o Description: Measures how close the actual call volume was to the
forecasted call volume.
o Formula (Absolute Percentage Error): =ABS(([Actual Volume
Cell] - [Forecasted Volume Cell]) / [Actual Volume Cell])

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 o Formula (Mean Absolute Percentage Error - MAPE for multiple
periods): This requires a more complex array formula or helper
column for each period's APE, then averaging those.
14. Shrinkage:
o Description: The percentage of time agents are paid for but not
available to handle calls (breaks, meetings, training, absenteeism).
o Formula: =(SUM([Non-Productive Time Column])) /
(SUM([Total Scheduled Time Column]))
▪ Non-Productive Time could include breaks, meetings, training,
absenteeism, etc.

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 CONCLUSION

This summer training at Telus International within the Contact Center's Workforce
Management domain has been an invaluable experience, providing a profound
understanding of how data analytics directly drives operational excellence. Through
the development and implementation of comprehensive dashboards in MS Excel and
Power BI, this project successfully transformed raw operational data from tools like
Avaya, Verint, and Aspect into actionable insights.

The ability to visualize key performance indicators (KPIs) such as Service Level,
Average Handle Time, and Abandon Rate, alongside agent performance and forecast
accuracy, has empowered leadership to make more informed, data-driven decisions.
This initiative has not only contributed to identifying critical areas for process
optimization and resource allocation but also highlighted opportunities to enhance
overall business performance and customer satisfaction.

The challenges encountered, particularly in data quality and the translation of

complex data into clear business narratives, were instrumental in fostering robust
problem-solving and communication skills. This experience has solidified my
understanding of the vital role of a data analyst in a dynamic contact center
environment, reinforcing the direct link between meticulous data analysis and the
achievement of strategic operational goals. I am confident that the insights and tools
developed during this internship will continue to support Telus International in its
pursuit of continuous improvement and superior customer experience.

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 BIBLIOGRAPHY

References

Books/Industry Guides:

• Bradford, A. (2018). Contact center management: The complete guide to

effective customer service. Kogan Page.
• Cleveland, J. (2019). Workforce management: The essential guide to planning,
scheduling, and optimizing contact center operations. CRC Press.
• Robbins, S. P., & Judge, T. A. (2019). Organizational behavior (18th ed.).
Pearson. (For general organizational context or management principles)

Software Documentation/Online Resources:

• Microsoft Power BI documentation. Retrieved from BI documentation URL,,

https://docs.microsoft.com/en-us/power-bi/ (Accessed on 23 May’25).
• Microsoft. Excel functions Retrieved from https://support.microsoft.com/en-
us/office/excel-functions-alphabetical-b3944572-255d-4217-8e62-
c19aa393d3b7 (Accessed on 23 May’25).

Websites/Articles (General Industry Information):

• Call Centre Helper.https://www.callcentrehelper.com/contact-centre-metrics-

guide-129641.htm (Accessed on 23 May’25).

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