CONSOLIDATING UNSTRUCTURED SOURCES HELPS SPOT RECURRING ISSUES... AND IMPROVE SATISFACTION AND RESOLUTION TIMES.
UNSTRUCTURED DATA
BY JIM LIDDLE, NASUNI
ILLUSTRATION PROVIDED BY ADOBE STOCK
THE CONTACT CENTER’ S MOST VALUABLE ASSET TAPPING IT EFFECTIVELY CAN HELP DELIVER EXCELLENT CXs.
14 CONTACT CENTER PIPELINE
Unstructured interaction data apparently is now the norm, from what I am gathering from industry sources, of what flows through a contact center. These include, but are not limited to, call recordings, chat logs, emails, screen captures, voice recordings, images, and surveys. Yet much of it sits in silos separated and without the structure to make it useful.
But when that data is unified, labeled, and accessible, it becomes a catalyst for better decisions, faster resolution, and a more personal customer experience( CX). Consolidating unstructured sources helps spot recurring issues, close communication gaps, reduce redundant contacts, and improve satisfaction and resolution times.
Early adopters of unstructured data integration strategies are already seeing the impact. For example, one large energy provider handling roughly 12 million calls annually found that a repeat call rate above 20 % was driven by fragmented data across systems.
But after unifying unstructured interaction data and applying analytics, the team identified root causes, cut repeat volume by 5 %– 10 %, and saved about $ 20 million.
CONSOLIDATING UNSTRUCTURED SOURCES HELPS SPOT RECURRING ISSUES... AND IMPROVE SATISFACTION AND RESOLUTION TIMES.