The Data Unification Dilemma
Although there may be many internal discussions about enterprise-wide data unification, putting it into real-world practice is often neglected. In the new “age” of customer service, the one thing a company would never intentionally do is confuse and frustrate their customers. Yet time and time again, there are horror stories of customers interacting or calling into a company for service, support, or even to purchase, only to become a victim of the telephone hold and transfer syndrome. More often than not, the calling customer will have to repeat their identity and reasons for calling to every new call representative they are transferred too.
This problem is endemic in many organizations. Reasons for its existence are many:
- Lack of call representative training
- Poor or inadequate processes and workflows
- Data silos where information is not shared or available to complete a customer transaction
Data Unification and Big Data
Today’s enterprises may utilize multi-site owned or outsourced contact centers. Each center can use multi-vendor and different PBX, ACD, Workforce Optimization (WFO), CRM or other enterprise platforms. All are confronted with the management of large quantities of “big data”. The challenge is collecting isolated data from multiple sites and platforms. The aggregation, normalization, data unification, and retrieving actionable knowledge – then enables them to act in real time to maintain the expected performance and the availability of the right skilled representatives, with the right expertise to assist their customers on the first contact.
Centralizing the presentation, and normalizing and analyzing the data and information regardless of the type of the platform, significantly reduces the time, effort, workload, training, costs, delays and human errors. Operating a business with data silos has many ripple effects. The lack of data unification leads to repeat callers who may get tired of being on hold and transferred, angry customers, highly stressed call representatives, customer defections and loss of business and revenues.
A way to solve the data silo effect, is the data unification across multiple platforms, devices, and platforms. OnviSource offers a solution called Universa™ that can normalize, centralize and contain the data for a unified view of the entire operation across multiple platforms and sites. It can also enable automated evaluation of operational performance and launch of actions such as alerts.
Universa can greatly benefit any company confronted with dispersed data silos by reducing costs and time-to-action, eliminating manual work, and accurately responding to real time events that can lead to a far better customer experience.