Unveiling Crucial Insights for Enhanced Customer Experience
Sprinklr (NYSE: CXM), a leading unified customer experience management (Unified-CXM) platform, in partnership with CX Network, has released a groundbreaking research report titled, ‘Leveraging data analytics for contact center optimization’. The report, encompassing responses from various Asia-Pacific countries including Singapore, India, Malaysia, Indonesia, Thailand, Philippines, and Australia/New Zealand, aims to shed light on the utilization of customer data in enhancing customer experience (CX).
Identifying Challenges in Data Utilization and Analysis
The research illuminates a critical issue faced by brands in the region: the struggle with data collection and analysis. Notably, a significant 46% of respondents acknowledged the absence of a central data storage essential for competitive customer experience. Additionally, 58% reported having a meager annual budget of US$100,000 or less for contact center solutions. Compounding the issue, 79% of brands use multiple tools for customer data analysis, leading to inefficiencies and a diluted customer experience.
The Imperative of Integrated Data Strategies
Melanie Mingas, Editor-in-chief of CX Network, highlights the findings: “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.”
Also read: Revolutionizing Brand Perception: Insights from the Design-First Experiences Event
Towards a Unified Approach in Customer Experience Management
The report emphasizes the need for unified systems in modern CX. Such systems should enable digital communication channels handled by the contact center to offer a comprehensive understanding of customers and their experiences. Arun Pattabhiraman, Chief Marketing Officer at Sprinklr, remarks, “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.”
Benchmarking and Learning from Industry Leaders
Featuring insights and case studies from industry leaders like boAT, Humm Group, New Balance, and Sprinklr, the report serves as a benchmark for contact center operators in the Asia-Pacific region. It provides a comparative lens to assess their current standing and how others are investing in advanced data capabilities for contact centers.
The full report is available for download at CX Network.
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