The contact center space is not what it once was. Previously based on a single communication channel (the telephone), it has since evolved into a far more complex and multichannel enterprise responsible for managing the majority (if not all) of a business’ customer relationships. No small feat by any definition. However, with the growing advancements in technology and the increasing number of potential customer touch points, the ability to gain greater insight into what makes each consumer tick has never been more within reach. And yet, with the exponential amount of client data – Big data to be specific – traveling through today’s contact centers, comes the exponentially difficult task of wrapping your hands around it all and putting it to good use. After all, with 90% of the world’s data created in the last two years (KPMG) the potential is huge but so is the undertaking.
While many companies have discovered ways to collect and even organize their big data, turning it into actionable intelligence has proven to be quiet the challenge. According to a recent study conducted by both Salesforce and Forrester, 76% of companies express a lack of real-time analytics and unified reporting as one of the key hurdles facing customer service managers. And yet most consider such access to actionable data a key stepping stone to delivering any form of world-class customer service in the future. Among those few businesses able to manage their data (perhaps only in part), 74% fail to gain access to the results for up to four weeks!