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.