In our mid-year series discussing hot topics impacting contact centers, we have presented insights from industry experts on employee engagement, IoT-enabled service strategies, artificial intelligence and millennials.
In this fifth and final post, LANtelligence CEO Martin Tracey presents his thoughts on why it’s critical to have a sole source of data in today’s dynamic, data-driven contact center environment.
WHY HAVING A SOLE SOURCE OF DATA IS A HOT TOPIC RIGHT NOW:
The most efficient contact centers rely on multiple applications like workforce management (WFM), quality management (QM), analytics and call recording/screen capture to perform at peak efficiency. Until recently, these features were often priced out of the small to medium-sized contact center environments. If these applications were available, it was either through a third-party integration or an acquisition of third-party software, which was then bolted onto the existing contact center solution.
This has created solutions that require multiple sources of data to communicate in complex ways, creating a spaghetti-like mess of applications and integrations leading to unreliable performance and data.
HOW IT’S AFFECTING CONTACT CENTERS:
Historically, one of the biggest challenges that contact center leaders have faced is not being able to run accurate comprehensive reports. Even when these reports are available, the validity is often questioned based on other observations.
In the contact center environment, data is king. Having reliable, measurable and effective reporting can have a significant impact on every facet of the day-to-day operations. Having a sole source of data for all of these applications makes for far more accurate and customizable reporting. When a supervisor has confidence in the reports they are running they can make changes, and quickly measure the effectiveness of those changes. They can also make accurate decisions that improve the contact centers’ performance, thereby improving the organizations overall profitability. In addition, the supporting IT staff does not face the never-ending challenge of trying to upgrade integrated solutions that continually cause issues with the accuracy across multiple application databases.
In addition, having data spread across multiple systems can have a significant impact on customer satisfaction ratings. One of the biggest customer gripes is needing to repeat themselves over and over again while speaking with agents. Having a single database and a system for elegantly handing off calls can vastly reduce this pain point. This increases productivity and creates a far more harmonious customer experience.
WHAT ACTIONS CC LEADERS NEED TO TAKE NOW:
As a contact center leader, it is important to realize just how valuable the accuracy of your data is. It flows into the business at an incredible rate with the goal to create a significant competitive advantage. It is your responsibility to assure the accuracy of this data, to reduce the risk of errors and failures, and figure out how it can be best used to drive growth and create a competitive edge. Utilizing one all-encompassing source of data in the center helps to fulfill these obligations. The industry is changing more rapidly than ever. Companies that lean in and leverage these changes, and remain agile and flexible will reap the biggest rewards.
WHAT TO EXPECT IN THE NEXT 12-24 MONTHS:
The rapid evolution of Contact Center as a Service (CCaaS) in the cloud environment is creating an incredibly dynamic environment. Features that managers might have only dreamed of are available within the budgets of the small to medium-sized contact center thanks to CCaaS. Not only are these features available, they are also being rapidly deployed to solutions that can be updated and improved on the fly without causing major downtime or requiring manual software updates. In today’s competitive landscape of data-driven decision-making, data accuracy and simplification is paramount. Managers are already taking steps to combine data from other solutions like CRMs in an effort to present an even more complete picture of the customer experience and contact center performance.
It is an interesting and exciting time to be in the industry and new leaders will begin to emerge as some of the biggest players struggle to evolve and keep up with the rapid rate of change.