Leaders Talk CC-APAC: Data Science and Data Analytics in Contact Center

Friday, March 4, 2022 – The tenth Leaders Talk CC-APAC hosted by ICCA discussed ” Data Science and Data Analytics in Contact Center.” by inviting a professional speaker to the Asia Pacific contact center. This discussion was presented by Andi Anugrah, Chairman of ICCA Indonesia. The speaker is Manish Shah, Vice President SE Asia Verint, Customer Engagement Solutions.

He thinks that basically, the biggest science is a practice that is happening right now because organizations are building analytics, who’s working there, and those with these rich datasets, like voice conversations and email conversations and chats. Then, he said that data science is more used to gain lessons that can improve marketing campaigns, improve customer service, or increase cross-selling opportunities to gain sales insights. In addition, it can also measure the best quality metrics for agents for employees and empower them to make decisions for successful outcomes.

Meanwhile, Manish explained that data analytics are used within the contact center where they focus on the entire company. Analytical data is not only applied to the voice channel or just to the email channel, but also to the entire channel.

Manish said that data analysis is more about how to study the practice, learn about what customers like and don’t like, and anticipate the next customer’s needs. Companies rely on data analytics not only to determine actions that are more focused on the contact center but for those who are more focused on the business. Then, data science is not only needed today but also needed in your future and it makes you ready to face the competition in the future.

He also gives tips for leaders if they want to develop their contact center in the era of data analytics in data science. He thinks that the most important is identifying the right partners, the right technology, and the experience behind supporting your companies.

And then identifying the right process and executives bringing executive sponsorship to it and then allowing the insight to be axed enable creating the process of culture to apply those inside to measure his impact. “I think this is what the leaders of today’s CXO and CEOs should be doing so that they could keep learning and keep improving,” explain Manish. (ANF)