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Blog - Insights and Ideas on Unified Communications as a Service

Integrated UC Analytics for the Complete Picture

Today's businesses are generating and collecting more raw information than ever before. This trend is not exclusive to certain sectors, geographic regions, or even company sizes - every firm cannot help but take part.

The rise of such massive amounts of data has the potential to revolutionize the way organizations perform. Leveraged properly, these resources can provide insight into a company's capabilities, weak points, internal trends, and much more, all of which can lead to better decision-making and results. However, such positive outcomes are far from guaranteed. The only way for companies to actually make the most of their available data is by embracing the right tool sets and strategies.

Integrated unified communications analytics solutions can play a major role in this capacity. With such a system, business leaders can gain unprecedented insight from the massive amounts of communication and enterprise data their firms collect on a constant basis.

Wide-ranging Info

UC systems represent one of the best sources of raw information within any organization. In a typical deployment, virtually every employee throughout a company will utilize these deployments on a daily basis, usually in several ways. A salesperson may depend primarily on the phone for reaching out to new potential clients, while relying on instant messaging and email for internal communications. A customer service representative in the contact center may use all of these channels as well as SMS and social media channels. A human resources manager may focus on both email and video conferencing predominantly.

The diversity inherent to a robust UC deployment is important in this context for several reasons. First and foremost, it creates more avenues by which data is being created and collected throughout the organization. Ignoring any of these channels significantly limits the potential value that an analytics solution can deliver.

Even more importantly, this state of affairs emphasizes the need for integration in the realm of UC analytics. The analytics results produced need to take into account all of the different streams of information, as well as how they fit together to form a bigger picture for the company as a whole.

To take an obvious example, UC analytics that dives into SMS-based customer service without factoring in other channels will reveal an inaccurate picture of the importance, success, popularity, and behavior associated with this mode of communication. It's possible that customer service representatives are using SMS primarily as a follow-up to resolve minor client issues following more in-depth conversations on the phone. Such a trend and its value can only be examined if the company's analytics recognized this connection.

Going further, the analytics produced should also integrate with other aspects of the company's infrastructure, such as customer relationship management software. When connected in this way, the solution will provide a complete picture that offers the best insight for company leaders.

Moving Forward

There is one more key factor that should be taken into account when discussing the value of integrated UC analytics, and this is presentation. For any analytics solution to deliver maximum value, it's imperative for the information produced to be as easy to understand and act upon as possible. Too often, analytics platforms deavelop reports that are dense and not intuitive to navigate. This limits the applicability of the insight created.

With easy-to-use dashboards, however, an analytics solution immediately becomes vastly more useful, as personnel throughout the organization will be able to leverage these resources. While business leaders will still be able to use the insight created to better guide their organizations, individual employees can also improve their understanding of their own UC habits, and make adjustments accordingly.

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