Reporting does not equal data.

The First Rule of our new Open CX-Data Club is -> both conceptually and technically, separate your data strategy from that of Reporting.

This week is all about why Contact Center reporting is still broken, forever will be, and how we, as a community, can collectively solve for it. Subscribe to follow along.

The First Rule of our new Open CX-Data Club is -> Separate your data strategy from that of Reporting, both conceptually and technically.

Once upon a time, these went hand-in-hand. A custom CMS report or a CUIC “All Fields” template was a mirror snapshot of your database. And in some cases, running a report was the only way you could even get data out of the ACD.

But these days, data is has emerged as an asset and is having its own day in the sun.

To repeat: Reporting does not equal data.

As example, you can have an amazing reporting platform with beautiful dashboards but only have no data to point it at. Or perhaps it’s the other way around, where you have all the data you need but the vendor’s reporting tool is a drag.

I would argue that no CCaaS or CX vendor has really nailed reporting without making a targeted acquisition, and there’s a lot of reasons for that, however there are a few standout vendors which have invested heavily in getting data right. 
 
Exhibit A - You know I’m a big Zoom CC fan, but not because of their reporting. It’s actually quite limited and early in its development. But, Zoom has one of the best data plays in the game.

Every second of every day, I have data from every customer engagement and agent event pulsing through my AI platform and concurrently hydrating my data warehouse - because we’re subscribing to their event streams.

This means that within a second of a call ending, we have the call detail along with a transcript piping-off to an LLM for processing, along with developing anomaly detection on agent events.

With such few other CCaaS platforms providing these capabilities, its time we discuss what makes for a great data strategy and truly open interfaces.