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Transaction Data Unification Challenges

Enterprise data transactions

Associating and exchanging data and events related to the entire transaction life cycle and the data unification of transactions.

Sharing Enterprise Data

Today’s enterprises face a major challenge with associating and exchanging data and events related to the entire life cycle of the transactions. Transactions are processed by major and dispersed parts of their business operations, and especially in between telecom platforms, WFO products, and CRM software. Automating data unification and media from each transaction life cycle, processed by these discrete parts, can offer a holistic and enterprise-wide view for each transaction.

Data Unification – Automate or Manual Data Collection

For example, a CRM record can automatically and in a single place, contain the data and information related to the entire life cycle of a transaction. This can include the start of the transaction through telecom platforms, followed by:

  • Processing of the transaction by agents
  • Agent interactions
  • Information related to the recording
  • Monitoring and analytics of the transaction
  • Final steps in completing the transaction through the CRM software

Consequently, and without a data unification solution, enterprises are forced to manually gather the dispersed information. Manual operations result in time-consuming projects, higher costs, errors and deficiencies in the business process.

The ideal transaction data unification solution provides users with the ability to:

  • Define critical pieces of information and media they need to automatically unify from various enterprise products. This includes telecom platforms, WFO products (such as call recording, screen capture and desktop transactions, and automated quality assurance programs, etc.) and the CRM record objects
  • In real time and automatically collect the data, information and media from all user-defined products and platforms through APIs and software integrations
  • Aggregate the data and store in user-defined locations, such as the CRM screens

A supervisor, a claim or order validator, or a QA manager can utilize the CRM records, reports, charts and analytics snapshots to obtain the information related to the entire life cycle of a transaction. Users can click on user-defined CRM data fields and immediately access recorded calls, WFO-related data, or telecom information.


Data Unification – Don’t Confuse Your Customers

Data unification

Data unification helps customers transact business on the first contact.

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.

Ripple Effect

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.

Customer Experience Data Silos Demystified