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How CCaaS can leverage contact centre data to drive results

Agam Kohli Director of OXS

Data has been described as the “oil of the information age” such is its value to brands. Customer data is now the bedrock of modern business. Read on to find out more about why the speed, scalability and security of CCaaS solutions is ideal for companies looking to maximise the value of their contact centre data.


Why is data so important to business success in the digital era, and what is the role CCaaS solutions can play in maximising its value? Read on to find out more.

Data has been described as the “oil of the information age.” Such is its value to brands, customer data has become the bedrock of modern business, delivering greater customer insight and helping organisations optimise external offerings and operational efficiency to achieve new levels of growth.

Now, as more and more of our interactions happen online, even those that don’t still generate reams of usable data, businesses need to find a way to make the most of this data if they’re to get ahead.

Technology facilitates the collection and analysis of unprecedented amounts of information that is now available. This information can be used to personalise customer product offerings, and it can also be used to optimise working processes. However, it does present some core challenges for enterprises to address as they seek to pivot and become data-ready. High among the list of those challenges is the need for compliance and regulatory alignment when it comes to contact centre data privacy. Companies large and small are aware of this, and most now understand the value of applying the power of contact centre data, not just to enhance customer service, but also to improve operational efficiencies. Research from McKinsey is evidence of this, emphasising the impact of data analytics on delivering better customer experience (CX).

Nevertheless, even as mindsets on data have shifted, there is still a need for qualified personnel to handle it and protocols to protect it.

How organisations can make the most of contact centre data

Contact centres sit at the hub of the information age, the crossroads at which contact channels, new and old, converge. Each interaction – be it phone, webchat, IVR or conversational agents – generates valuable customer data that can be put to use in improving CX and internal processes.

Data, however, is just like any other asset, in that it can both appreciate and depreciate in value. What businesses get from their data depends entirely on how effective they are in collecting, storing and analysing it.

Many businesses, especially those operating legacy systems not built for the sheer amount of information they are now required to collect, can find it challenging to operationalise the value of their contact centre data before it depreciates. So how can organisations make the most of their contact centre data before they fall behind the curve on CX trends?

Cloud-based Contact Centre as a Service (CCaaS) solutions have arisen to meet the need for speed and scalability in customer service operations. The ability to rapidly harvest data and deliver actionable insights on it has led to an explosion in the popularity of CCaaS in a very short space of time.

One of the most significant benefits of a CCaaS solution is the provision of key data insights and the ability to unify channels to offer one consistent customer view to agents. Using artificial intelligence (AI) and intelligent automation (IA) to collect, manage and analyse customer data can furnish agents with vital, real-time information when interacting and engaging with customers. This means that agents take the best, most informed action every time, but it also translates into a more seamless, efficient service for customers.

According to Gartner’s Magic Quadrant for the CCaaS landscape, by 2022 CCaaS will be the preferred model of adoption for 50% of all contact centres. That’s an increase from just 10% in 2019. But there’s something else behind the rise of CCaaS, that is critical in making the most of contact centre data. CCaaS solutions also come with baked-in compliance and regulatory tools that enable companies to effectively safeguard all of their data, even as regulations change in real-time. Contact centre privacy is a big issue, with countries and businesses around the world facing new risks associated with cybercrime.

The role CCaaS in ensuring contact centre privacy

This has seen the creation of data privacy laws, such as the EU’s GDPR, and entities, such as the UK’s Information Commissioner’s Office, to protect people and organisations from harm. CCaaS solutions offer robust regulatory compliance, powered by IA and other AI models. These facilities are built into the best CCaaS solutions and offer British businesses the chance to deploy standardised processes rapidly to stay ahead of new contact centre privacy regulations.

These offerings provide the agility and speed businesses need to adapt to a new economic environment while also maintaining the strictest contact centre privacy protocols around consumer data. Increasing flexibility and deployment speed is also key in a digital economy and can help firms find a path back to economic stability, even as market conditions continue to fluctuate.

Many of the challenges modern companies face can be overcome with data, and a lot of the challenges that come with handling data can be solved by transitioning to secure, flexible cloud-based contact centre solutions. Data is present in every interaction we make, and that’s a good thing, because it is the foundation on which all organisations can be built as the world becomes ever-more digital.

Would you like to find out how Odigo can help your business maximise the value of your contact centre data?

Agam Kohli
Director of OXS

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