Another Reason to Migrate Your CX Application to the Cloud: Exceptional Reports and Extraordinary Insights

There’s one area that doesn’t get as much attention when we consider the benefits of migrating to the cloud – and that’s the extraordinary leaps in real-time and historical reporting and the actionable insights that can be gained.

Two employees look at a digital notepad together while reviewing reports.

One thing businesses learned during the pandemic was the value of cloud-based applications. Organizations benefited from the ability to work-from-anywhere with all the security, scalability, and functionality they needed. Those businesses also began to realize they can save as much as 40% in Total Cost of Ownership (TCO or the sum of all costs involved in the purchase, operation, and maintenance of a given asset during its lifetime) simply by migrating applications to the public cloud. This was especially true for contact centers; unlike their on-premises solution, CCaaS solutions made it easy to add new customer communication channels such as web chat, social channels, and messaging apps; expand self-service with voice bots and chatbots; and enable work-from-home for contact center agents and support teams.

Add those to the already well-known benefits of cloud applications, such as scalability, global reach, and resiliency, and together they make the business case for migrating to the cloud extremely compelling. But there’s one more area that doesn’t get as much attention when we consider the benefits of migrating to the cloud – and that’s the extraordinary leaps in real-time and historical reporting and the actionable insights that can be gained.

Do you have a single source of truth?

Every enterprise has amassed dozens of systems and applications – from HR and CRM to marketing, customer service, support tickets, and more. The problem is that information from and about all of these applications is typically siloed even within the most data-conscious organizations. So when the business or the CX service center wants to understand their performance and make decisions for future success, do they have access to all of the relevant data? Is there a single source of truth? Because without it you’re only seeing part of the story, yet making decisions that can impact the entire company.

What data are you leaving untapped?

The term ‘Big Data’ became mainstream during the 1990’s as companies grappled with the massive amounts of data that was being generated through web-based and social media interactions. Not only was the amount of data growing exponentially, but much of the content was highly unstructured making it that much more unmanageable nor useful. This last decade has seen the growth of mobile content including location data and context-relevant analysis, as well as internet enabled IoT devices that are generating zettabytes of data every day. (How many zeroes is that?)

Even if you’re not utilizing IoT, it’s probably fair to say there’s a whole lot of customer experience data your organization is leaving on the table – but as you make your move to a cloud-based contact center solution, the time is right for making your reports extraordinary! One key step is tapping into your unstructured data.

Structured and unstructured data

Structured data is quantitative, pre-defined data that can be quickly input, searched and manipulated – and is at the core of customer relationship management (CRM) applications and their insights. For example, a customer’s address, phone number and items purchased. Unstructured data, on the other hand, is qualitative making it unable to be processed in the same manner as structured data, even though it is estimated that over 80% of all enterprise data is unstructured. Examples of unstructured data include social media posts and mobile activity.

More accessible data = more insights

As part of your migration to a cloud-based contact center application, make sure you’re expanding what you know about your customers and your operations. Looking through the lens of structured and unstructured data, here are steps you can take.

    1. Structured data. Your cloud migration is an ideal time to start breaking down the data silos within your organization. Folding in existing stand-alone applications and their structured data into your ‘single source of truth’ is low-hanging fruit for CX analytics applications because data connectors and pre-built integrations via cloud-based open APIs make it lower effort. By combining data from multiple sources, you’ll get a clearer view of your entire business – across channels, agents, interactions, and regions.And when you connect data from your CRM, marketing, campaign, billing, collections, case management, and other operational and business support systems, you’ll end up with a much more complete 360° view of your customers and your business.
    2. Unstructured data: There’s a lot of unstructured data within your organization. Making it usable necessitates an additional step, but it’s well worth the effort. And the best place to start is with real-time AI powered speech and text analytics. Once a conversation is transcribed, the now “structured” data can be included in any or all of your contact center metrics, including IVR outcomes, chat conversations, Average Handle Time, Agent Performance data, call duration, After Call Work. Now that the specific content has “structure,” the data can now be imported, curated, and blended with the speech and text analytics layer.

In addition to bridging structured and unstructured data, SuccessKPI uses Natural Language Processing engines to transcribe, understand, and analyze voice and text streams in 30+ languages. From there, you’re able to understand themes and topics, as well as detect sentiment from real-time interactions such as calls and texts – then immediately execute the best next step(s) in the customer’s journey.

And one of the biggest benefits is that you’ll never have to contend with two answers for the same data element again because SuccessKPI uses a unified data warehouse plus business intelligence layer that’s utilized by every dashboard and report.

The result is a single source of truth and the ability to make highly-informed decisions using extraordinary reports.

Looking to make the leap to the Cloud? Get your copy of Tested Strategies for Greenfield Cloud Deployments featuring three real-world greenfield deployments that our customers have achieved spanning multiple industries and scale. Uncover lessons learned and avoid the common pitfalls in a cloud contact center deployment, including retaining and gaining access to insightful data for your business.

About the Author

Erin Stewart, Executive Director of Emerging Markets at SuccessKPI, is focused on helping organizations turn digital implementations into digital transformations. In 2019, Erin completed coursework at the M.I.T Sloan School of Management concentrating on Artificial Intelligence- Implications for Business Strategy and she was named “Best Woman in Software and Technology Sales” by Women in Sales - North America. In 2020, Erin and her team were honored to be awarded the Top Receivables Product of the Year in the January/February issue of ReceivablesAdvisor magazine. Most recently, Erin is honored to be a Judge for the Women in Sales - North America 2021 Awards.