First, it was generative AI. Now, agentic AI is the term many tech providers are shouting from the rooftops, and there are already several nifty use cases.
Yet, on their own, use cases will only drive so much value.
Instead, some contact center leaders are realizing a much bigger opportunity, and it starts with data and context.
These leaders are asking: Who are our customers? Why do they reach out? Who are our agents? What intents do they handle well? Where do they need training?
Then, finally, how do we connect the dots?
Ultimately, that’s a challenge that deploying a call summary tool or AI agent won’t solve. However, an integrated contact center data layer will.
Building a Contact Center Data Layer
To build a data layer, don’t jump to solutions. Consider: What data do we already have? What do we know we need to know? And what else should we be looking for?
Then, build those insights into a data layer, which can inform the contact center’s routing strategies, quality assurance, journey orchestration, and beyond.
That intelligence should be real-time and actionable, not just post-facto analysis, which requires extra human capital to make sense of.
Unfortunately, most CCaaS platforms aren’t set up for this. Instead, they rely on customers to integrate diverse information into their data lake.
However, Content Guru is flipping the script.
The Content Guru Approach
Content Guru offers a full-stack CCaaS platform with an AI orchestration layer, alongside integrated workforce management, quality assurance, conversational intelligence, and various other tools.
All these generate data that flows into the vendor’s adjacent customer data platform (CDP): storm CKS.
As contact centers migrate to Content Guru, they can start with the data they already have and get it structured and integrated before creating a data loop.
The data loop takes new data, like analytics, and feeds it in automatically.
In doing so, Content Guru doesn’t just present a deep contact center platform but a system that becomes smarter over time.
A Contact Center That Gets Smarter
In most customer environments, there are multiple systems of record. By converging its storm CCaaS and CDP tech, Content Guru creates a single, unified, persistent data layer.
Over time, contact centers can expose that layer to more data from various solutions, like Internet of Things (IoT) devices that feed in real-time information.
In doing so, businesses can create an “omni-data strategy” that sets the stage for new AI use cases.
As Martin Taylor, Deputy CEO of Content Guru, explained during a recent interview: “Customers often come to us already thinking about deployment. We usually have to walk them back a few steps and ask: Is your data in a stable state? Are you recording the same types of events consistently? Do you have overlapping data or similar information presented in different ways?
Part of the role of omni-data and the customer data platform is to smooth all of that out – like running a lawn roller over it – so the data becomes tidy, consistent, and accurate. Once that’s in place, it can then be used effectively to build AI models that become smarter over time.
Consider the IoT example and how it may bolster a contact center AI strategy. An IoT device could send signals from gadgets like smart meters, which indicate an issue, into the data layer, where it’s normalized.
Feeding from this, a CDP can trigger sending a proactive notification to the customer, as it is a system of action, not just a system of record, before they even know something has gone wrong, removing the need for that customer to make contact.
Yet, that’s just one possibility of many, as this approach supports data-backed routing, customer journey mapping, hyper-personalized interactions, and more.
Indeed, Content Guru’s strategy brings new capabilities to the market, not just new features.
Contact Center Buyers Should Ask…
Without a clear-cut data strategy, the effectiveness of contact center AI has a ceiling. Yet, most CCaaS platforms aren’t set up to deliver that, without leaning on third parties.
As such, contact center buyers should ask: What’s the trajectory?
Those providers that answer this question best will have a vision for building an infrastructure that adapts and evolves with tech, regardless of next year’s buzzword.
Content Guru’s storm platform and brain AI orchestration layer can offer a compelling answer. For more about its tech, visit: www.contentguru.com
