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The Science of Managing Interaction Data

Capturing Deeper Data for Better Customer Engagement

The Challenge of Making Data Useful

Contact centers and their parent organizations are swimming in data. This has always been true, but today’s complex customer engagement environments generate much more information about interactions and their outcomes than ever before. As organizations transition from older, simpler interaction models, the need to manage this data for practical purposes is becoming urgent. Those older models focused on voice interactions flowing through contact centers and handled by agents. The challenge today is that many interactions incorporate digital channels in addition to—or instead of—voice. This means a much higher volume of data and a wider range of the type of data being collected.

Voice interactions generate call records, recordings and transcripts, agent evaluations and text-based inputs describing the disposition of the call. Longstanding best practices exist for using that data within the service center to measure and optimize agent performance. But once the process of improving customer experience extends outside the physical call center, the specialized needs of adjacent professionals like marketers and revenue officers become relevant. These parties can have different agendas and styles of using data, often focused on managing brands and tracking customers through longer lifecycles. Data from the contact center is useful, but it does not always tell the full story of a customer’s journey and it is not always readily available using traditional distribution methods.


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