Analyst Report

The Science of Managing Interaction Data

Traditionally customer experiences were measured predominantly on voice interactions in the contact center. These voice interactions generated call records, recordings, agent evaluations, and text-based inputs describing the disposition of the call. While data from these calls is useful, it does not always tell the full story of a customer’s journey and it is not always easily shareable outside of the contact center. As customer interactions incorporate a higher number of digital interactions, how can organizations consolidate data to tell the full story and close the gap?

Modern enterprise data management solutions can help close that gap. The Ventana Research Perspective, “The Science of Managing Interaction Data,” explores ways to deploy more sophisticated data strategies that tell the whole story and deliver two significant benefits for organizations.


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