2013 ICMI RESEARCH RELEASED: Actionable Data in Today’s Multichannel Contact Center Research Report and Best Practices Guide
Due to confusion over which metrics are important, the International Customer Management Institute (ICMI) finds that many contact centers are struggling with the challenge of data overload.
COLORADO SPRINGS, CO — December 19, 2013 — The International Customer Management Institute (ICMI) has released its 2013 report, A WOW Customer Journey: Actionable Data in Today’s Multichannel Contact Center, a guide to the more effective use of data and analytics in a multichannel environment.
The problem of big data has been building in contact centers for some time. While harvesting data has become extraordinarily easy, knowing which numbers to crunch or which metrics to track can be a far more challenging prospect.
The proliferation of messy unstructured data – emails, calls, chats, tweets, video, desktop usage, etc. – has further complicated matters. Without the right tools and guidance, contact center agents cannot handle the volume of data or lay their hands on appropriate information.
In response, ICMI decided to conduct a research survey in the late summer of 2013. The goals were threefold:
- Gain an understanding of how multichannel contact centers are currently handling their data
- Explore the benefits of creating a “Wow” customer journey across all interactions
- Help organizations decide which analytics tools and data enhancements are necessary
“In today’s hyper-connected world, customers expect to have relevant and personal conversations through their channel of choice,” says Sarah Stealey Reed, Content Director for ICMI. “Contact centers must know how to use customer and agent analytics to anticipate needs and short-circuit problems. If they understand what data are important, businesses can provide a much better multichannel experience.”
The rigorous study had 542 respondents (primarily executives, directors and managers) from every major industry in both the U.S. and abroad. Findings from the study were compiled and analyzed by ICMI’s research team.
The results were eye-opening. Although: