A new report titled 'Leveraging Data Analytics for Contact Center Optimisation' by Sprinklr and CX Network has found nearly half of customer service leaders believe their organisations lack the central data storage necessary for competitive customer experience (CX).

The report also shed light on the critical role of data analytics in enhancing CX, revealing 46% are finding the way their organisations store contact centre data a challenge to easily analyse.

Of the 46% with data storage issues, the majority are operating with a limited budget for contact centre solutions. The report indicates that 58% of these organisations have an annual budget of US$100,000 or less. This budget constraint may be a contributing factor to the lack of centralised data storage, which is crucial for effective CX management.

The Asia-Pacific region, in particular, seems to be grappling with the challenge of managing customer data. According to the report, 79% of brands in this region use multiple tools to understand customer data. This fragmented approach can impact operational efficiency and overall CX, as it often leads to underutilisation of consumer data and missed business insights.

The report draws on responses from several countries, including Australia, New Zealand, India, Singapore, Malaysia, Indonesia, Thailand, and the Philippines. It also includes insights and case studies from boAT, Humm Group, New Balance, and Sprinklr.

"Our joint research project with Sprinklr found that only 54% of organisations store their contact centre data in a way that can be easily analysed," Melanie Mingas, Editor in Chief at CX Network, said.

"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."

"The use of multiple disconnected tools for CX management can lead businesses to underutilise their consumer data and miss key business insights," Arun Pattabhiraman, CMO at Sprinklr, added.