Quality data critical to leverage Big Data in call centres


Call Centre Excellence

In the Dec 2013 report, Big Data in the Contact Centre , Aberdeen group makes the case that the judicious use of Big Data can lead to a strategic advantage for call centre operators

Data is integral to the modern call centre – whether this is client information, both structured and unstructured messaging, or product or case management details that agents refer to when addressing service requests.

The report stresses that big data in call centres is not a new phenomenon. However, the adoption of new social media and mobile channels, amongst other factors is increasing the rate at which customer data is growing.

Call centres that are able to leverage this new data effectively are achieving strategic advantages over those that are not – most notably in massively improved first call resolution rates.

Timely access to high quality customer data remains a key challenge for the majority of participants. Tweet this

Aberdeen recommends that call centres adapt a holistic data management strategy in order to streamline the lifecycle of customer data management, while best in class typically deploy data quality tools to manage the growing volumes of customer data, as well as improve its quality.

The full report, which continues to discuss examples of where big data can be leveraged in call centres, can be downloaded with a free registration to Aberdeen Research

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One thought on “Quality data critical to leverage Big Data in call centres

  1. There’s a host of evidence that call centres struggle with bad data now. Recent surveys have shown that an average business department squanders around 15-18% of its budgets because of bad data. A call centre would be no different, for example a B2B contact database will decay by an average of 2% a month unless active steps are taken to maintain it . And it’s a situation that can only get worse if call centres try to use and integrate big data sources such as social media streams.
    It’s essential for any call centre and those who support it to get its own in house data in order before even trying to bring in additional and often external data sources. Otherwise it’s like trying to build a house on quicksand – it will quickly fall down.

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