Report on ‘Leveraging Data Analytics for Contact Centre Optimisation’ Unveiled by Sprinklr and CX Network

Sprinklr (NYSE: CXM), the unified customer experience management (Unified-CXM) platform for modern enterprises, today announced the launch  of a new research report, ‘Leveraging data analytics for contact center optimization’, conducted in partnership with CX Network. The respondents of the report span countries like Singapore, India, Malaysia, Indonesia, Thailand, Philippines and Australia/ New Zealand, among many others.
Customer data is a goldmine of insights that can be used to predict behaviours and needs, while informing an organisation on how its products, services, employees, and other brand differentiators resonate with those customers. The survey found that brands in the region face significant challenges in the way data is collected and analysed – even valuable data that reside in contact centers are often unactioned.

• 46 per cent said they do not have a central data storage required to deliver a competitive customer experience.
• 58 per cent had indicated they had an annual budget of US$100,000 or less for contact centre solutions.
• 79 per cent of brands in Asia-Pacific are using multiple tools to understand customer data, impacting operational efficiency as well as overall customer experience (CX).

“Our joint research project with Sprinklr found that only 54 per cent of organisations store their contact centre data in a way that can be easily analysed. When it comes to advancing the quality of CX and the efficiency of operations, these organisations must take the opportunity to embrace AI-powered tools that support workflows and analyse customer interactions across all channels. This report outlines the benefits of upgrading the tech stack and provides practical advice on how to initiate such a project.”, said Melanie Mingas, Editor in chief, CX Network.

The report underscores that modern CX demands unified systems that enable digital communication channels handled by the contact centre to deliver the most comprehensive understanding of customers, their experiences, and the likelihood that they will return. The ability to do this depends on where customer data is stored, whether it is received by CX teams in real-time, how it is actioned, and the tools available for the job.
“The use of multiple disconnected tools for CX management can lead businesses to underutilise their consumer data and miss key business insights. Our latest report spotlights some of the industry-wide gaps in data collection and analysis for the Asia-Pacific region, to encourage a shift to the more optimal approach of unified CX management. Sprinklr’s unprecedented AI-powered CXM platform is a global leader in this space, helping some of the world’s leading businesses extract the maximum value from their data, while improving their overall customer experience.” said Arun Pattabhiraman, Chief Marketing Officer, Sprinklr.

The report also features insights and case studies from boAT, Humm Group, New Balance, and Sprinklr, providing a benchmark for contact centre operators in Asia-Pacific to compare their current position and assess how other organisations are upgrading and investing in advanced data capabilities for the contact centre. The report is now available for download at https://www.cxnetwork.com/contact-center/reports/data-analytics-contact-center-optimization.