IT Employment

The Next Frontier In Contact Centers? Reining In "Unstructured" Data

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Executive Summary

Contact centers waste 90 percent to 98 percent of actionable customer insights because they lack the process, technology and applications to capture, analyze and leverage "Unstructured" sources of customer communications, rich with information and feedback: Phone conversations are often recorded but rarely analyzed for new revenue opportunities. The Internet opened online communication channels between customers and enterprises, but companies have struggled to exploit the unstructured customer data received over the Internet because existing data warehousing, business intelligence and analytics systems understand only "Structured" data. Customers, unaware of and unconcerned with these system limitations, freely share their needs and wants with contact centers and don't understand why the information they communicate is ignored.

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