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Omnichannel Data & Analytics: Making Omnichannel Work


The Team at CallMiner

March 14, 2017

hand holding omnichannel data analytics graphic
hand holding omnichannel data analytics graphic

In our most recent white paper, we explained how companies can move beyond interaction analytics to an omnichannel world. The guide emphasized how to ensure that omnichannel efforts move in the right direction and deliver the best possible results. One of the biggest challenges here is making sure that the company’s data analytics are not bound by silos. Without that expansiveness, an omnichannel customer experience will always remain out of reach.

But the relationship between analytics and omnichannel can go the opposite way, as well. In other words, companies shouldn’t solely look to analytics as a way to achieve and optimize omnichannel. Instead, they should also consider how omnichannel can boost their Engagement Analytics efforts and results.

Omnichannel Data

In the previous white paper, we noted that there’s significant overlap between the challenges of taking advantage of big data analytics and achieving omnichannel. In both cases, organizations must grapple with massive amounts of raw information, all of which needs to be brought together and analyzed to reveal useful insights.

That doesn’t have to be a detriment, though – it can be an opportunity.

In our new white paper, we talk about how companies can move their interaction analytics beyond the contact center. Critically, we focus on the potential for customer intelligence opportunities, where interaction analytics can yield information that leads to improved operations throughout a business.

For those companies that have or are in the process of achieving true omnichannel capabilities, this potential is even more pronounced. After all, omnichannel is all about creating customer touch points and engagement opportunities on whichever mediums your consumers prefer, as well as across those channels. When that happens, a company will immediately have much more extensive customer data to work with. Applying interaction analytics to that wide-ranging raw data can provide insight that not only guides customer support improvements in the contact center, but also lead to more effective and innovative efforts in countless other departments and areas.

The Path Forward

So how can companies embrace all of these advantages?

For starters, they need to ensure that an omnichannel mindset is pervasive throughout the organization. This means overcoming silos and implementing the necessary tools, including Customer Journey Analytics.

Then firms must take the next step and prepare to apply interaction analytics to all of these new touch points.

Undoubtedly, this can prove to be a challenge. Informatica Blog contributor Joe McKendrick recently emphasized that one of the most daunting and time-consuming barriers companies face is developing a “data analytics culture.” Citing a PricewaterhouseCoopers Coopers report, McKendrick noted that only with an analytics-focused culture will firms be able to ensure that all personnel – not just customer engagement professionals – successfully use the relevant tools.

And then, of course, there’s the question of the tools themselves. Companies need to look for analytics solutions that are specifically designed to collect and analyze data from omnichannel environments.

For more insight into interaction analytics’ value outside the contact center, check out our latest whitepaper. And let us know: What plans does your company have for omnichannel analytics?

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