The Numbers Game: Can analytics really pay?

The promise of analytics is irresistible: Definitive, irrefutable insights based on an exhaustive analysis of every customer interaction. And, arising from that, the opportunity to refine every process and optimise every engagement for a more profitable business. Who could resist? Most organisations, however, are resisting. Research from the Professional Planning Forum reveals that there are no more than 12 contact centres in the UK using analytics in a mature way.

Why? David Naylor, Head of Analytics at Ember Services, thinks he has the answer − and some suggestions to break the impasse. Read the full article in Customer Engagement magazine now.