FEATURE
Yet, the benefit with more data is that these AI tools can also be used to predict events or processes that are more likely to encounter these risks.
WHAT EFFECT DO YOU SEE WITH RECENT AND PROPOSED LEGISLATION AND REGULATIONS IN CANADA( E. G., BILL C-27 THAT WOULD HAVE TO BE INTRODUCED IN THE NEXT SESSION OF PARLIAMENT, QUEBEC LAW 25:( SEE THIS ARTICLE) ON DATA MANAGEMENT, PRIVACY, AND SECURITY?
A: Agentic AI is a new level of cognitive reasoning or the increased ability of AI to think. In traditional AI, the machine provides answers to specific tasks or steps that the human provides while in agentic AI, you give the machine a goal and it outlines the steps or tasks as well as options.
A good example of this in the contact center might be an irate caller in Canada who is unhappy with his registered retirement savings plan( RRSP). The goal would be to make this client happy with his RRSP product or some facsimile of this. The machine would outline all the tasks as well as the options that are required to achieve the end goal.
A: The current legislation, the Personal Information Protection and Electronic Documents Act( PIPEDA) in Canada, which was introduced in 2003, attempted to provide regulations or a paradigm on data and its use by companies. There are 10 main principles in the legislation which can be summarized into three main goals:
• How will you use my data?
• Did I give you consent?
• How will you protect my data?
This legislation was very appropriate at the time in helping organizations in how to best manage and use data in creating optimum business decisions. But at that time, the internet was still relatively new and social media was non-existent.
So, the Canadian legislation needs to be revised in light of the current digital environment that is so pervasive in our everyday world. The General Data Protection Regulation( GDPR) legislation developed in Europe in 2018 represents more upto-date legislation in attempting to deal with the more current realities of our digital environment.
Right now, Bill C-27 is on hold, but I would expect the legislation to further reinforce the concept of privacy given the digital ecosphere that we all live in. More disclosure and transparency is required to ensure what data from the consumer is readily available to third parties as they operate in this ecosphere.
AGENTIC AI HAS RECENTLY BURST ONTO THE SCENE WITH MANY CONVERSATIONS ON IT. WHAT ARE YOUR THOUGHTS ON AGENTIC AI AND WHAT ARE ITS IMPLICATIONS FOR CONTACT CENTER DATA MANAGEMENT AND ANALYSIS?
" THE NEW DATA PARADIGM REQUIRES AN INDIVIDUAL WHO IS PROACTIVE IN USING DATA TO BEST SERVE THE CUSTOMER..."
WHAT ARE YOUR RECOMMENDATIONS TO CON- TACT CENTERS TO HELP THEM MANAGE, SECURE, AND EFFECTIVELY UTILIZE THEIR DATA?
A: The most important is data governance, which is outlined in the three [ preceding ] goals that can and should apply to customers, regardless of where they live, and organizations irrespective of their locations, not just in Canada.
Organizations should understand the governance policies. In turn, their contact centers need to have a designated area or section and team that manages this issue. I would expect that this area would also use outside experts to ensure compliance across the three outlined goals.
On effective data usage, the goal should be twofold:
1. Become familiar with a given CRM tool that best manages the optimization of customer profitability. This would also entail some knowledge about the various approaches and processes that are used to maximize this customer journey towards profitability.
2. Become familiar with GenAI,( i. e., ChatGPT or something more customized) that can learn from previous conversations to provide the best script going forward.
Both points 1 and 2 need to be integrated. The days of a reactive contact center rep are over. The new data paradigm requires an individual who is proactive in using data to best serve the customer while making money for the given organization.
Brendan Read is Editor of Contact Center Pipeline. He has been covering and working in customer service and sales and for contact center companies for most of his career. Brendan has edited and written for leading industry publications and has been an industry analyst. He also has authored and co-authored books on contact center design, customer support, and working from home. Brendan can be reached at brendan @ contactcenterpipeline. com.
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