2022 Contact Center Recap, Part 3: It's Time to Capitalize on the True Value of Data Analytics

By Ross Daniels December 21, 2022

Over the last few years, as new ways of working emerged, we saw exponential growth across nearly all businesses in terms of digital evolution and advancement. Emerging technologies such as artificial intelligence (AI) and machine learning (ML) were especially sought after, with Forrester research showing that the majority of companies accelerated the adoption of analytics and AI. Much of the focus of these solutions ties back to the contact center, where a high volume of structured and unstructured data streams into organizations.

According to Calabrio’s third annual State of the Contact Center report, 83% of contact centers already possess the analytical problem-solving tools they need. But, are they actually experiencing the promised value of these technologies? Our research shows less than half are – and that needs to change.

Removing Analytics Barriers from a Brand’s Ecosystem  

Analytics technologies show value when they can interpret data streaming into the organization. Once the data enters the business, say through the contact center, data pipelines are required to then capture insights and disseminate them across the organization. There needs to be a seamless workflow from point A to point B and beyond for any valuable outcome to come to fruition. 

One of the biggest roadblocks to creating smoother, more efficient workflows is existing data silos within the organization. The contact center should be connected to other data streams across the enterprise, such as CRM data from sales, engagement data from marketing, and customer data from field service delivery teams. Yet, nearly 80% of contact center managers see barriers between the contact center and the rest of the organization. Even worse, 71% of consumers say they experience the fallout of data silos during their interactions with the contact center.

When workflows between the contact center and other business units either don’t exist or are fragmented, it’s nearly impossible for critical customer information to be seen, heard, or used throughout the customer journey and business. Important insights, then, sit idle in the contact center until they’re shared on a quarterly or monthly basis when reporting is due. They should, however, be shared in real time to improve decision-making processes across the business.  

How to sidestep the struggle and experience value

There are various steps organizations can take to overcome data silo impediments and experience the true value their analytics solutions tout.

  • Establish the contact center as the business intelligence hub: Each business unit tends to think its platforms and systems are the most critical to the success of the organization. But, as most brands today understand, the business impact of quality customer experiences, and knowing those experiences occur within the contact center, it’s due time to establish the contact center as the business intelligence hub. Heralding the contact center as the primary hub – the single source of truth for the business – helps bring business units together to create true customer visibility.
  • Implement solutions that break down silos: While many solutions today claim they streamline disparate data streams and make integrations fast and easy, they’re simply not built to do so. Contact centers need technologies that are purpose-built – that have pre-built connectors and allow for custom integration so that contact center insights can be shared quickly and easily with other business functions. Only with the right solution in place can complex, insightful connections be discovered and shared so everyone can start to make better, faster, and more impactful decisions.
  • Learn what the technology is capable of: All too often, contact center managers and other business leaders have the right tools in place and the right data available to them, but they don’t know what to ask the technology to do. Leaders need to learn which questions to ask to drive their analytics approach, and it requires coordination across all aspects of the business: the contact center, marketing, sales, product, and so many more. When everyone weighs in and is part of the solution, everyone will benefit. 

Realizing the value of analytics solutions is within reach for many organizations. When they take the right steps that allow the technology to truly shine and bring the business together – working as one cohesive team to share insights with one another – both the business and the customer benefit.

Learn more in Calabrio’s “State of the Contact Center 2022 report.”

Edited by Erik Linask
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