DATA ORGANIZATION
BY CHRIS MARRON
ILLUSTRATION PROVIDED BY ADOBE STOCK
THE NEW VALUE OF UNSTRUCTURED DATA
TO ACCESS IT REQUIRES SKILL, THE RIGHT TOOLS, AND KNOWLEDGE.
32 CONTACT CENTER PIPELINE
Contact centers have always been obsessive about numbers. Average handle time( AHT), first call resolution( FCR), customer satisfaction( CSAT), and so many more. These KPIs have steered staffing, coaching, and technology investments for decades.
Yet for all that measurement, the view on the overall operation is limited. As leaders we have been restricted to what we can measure rather than what is most meaningful.
Generative AI is shattering those limitations. It is turning the vast, messy universe of unstructured data across call recordings, chat transcripts, bot interactions, emails, social posts, internal communications, case management systems, CRM software, and more into instantly searchable, quantifiable insights.
AI is enabling us to gain an unprecedented, panoramic view of our customers and our operations. The breakthrough isn’ t merely that machines can“ read” text and audio at scale. The real leap is the ability to convert that chaos into structured, action‐ready intelligence and to trigger action across the rest of the enterprise.
Now you can see and size customer issues as they happen. You can measure and quantify their impact. You can advocate with data for the resolutions that need to happen.
And where you cannot rapidly resolve those broken processes that led to customers contacting you about their problems, you can identify areas for automation that could help you with them. Both in terms of topics, but also parts of the interaction that are open to it.
AI IS ENABLING US TO GAIN AN UNPRECEDENT- ED, PANORAMIC VIEW OF OUR CUSTOMERS AND OUR OPERATIONS.