{"id":74280,"date":"2025-10-01T09:12:31","date_gmt":"2025-10-01T08:12:31","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=74280"},"modified":"2025-10-19T09:57:57","modified_gmt":"2025-10-19T08:57:57","slug":"why-omni-data-is-more-than-just-the-next-contact-center-buzzword","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/why-omni-data-is-more-than-just-the-next-contact-center-buzzword\/","title":{"rendered":"Why Omni-Data Is More Than Just the Next Contact Center Buzzword"},"content":{"rendered":"<p><span data-contrast=\"auto\">Just a few years ago, a contact center awards program ran a PCI compliance category.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Sean Taylor, CEO of Content Guru, <\/span><\/b><span data-contrast=\"auto\">was a judge and, as part of the evaluation, sat down with one of the finalists\u2019 agents to watch how they worked.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThey were taking a customer\u2019s payment and had a stack of yellow Post-it notes on their desk,\u201d said Taylor during <\/span><a href=\"https:\/\/www.cxtoday.com\/contact-center\/content-guru-on-its-cloud-contact-center-differentiators-wins-vision-big-update\/\"><span data-contrast=\"none\">a recent CX Today interview<\/span><\/a><span data-contrast=\"auto\">. \u201cThey typed the credit card details into one system, then quickly wrote them on a note.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWhen I asked why, they explained that the information also needed to go into another system, but they couldn\u2019t do both at once.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Yet, imagine leaving the building with a pocket full of Post-it notes containing names, credit card numbers, expiry dates, and CVV codes\u2026<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Needless to say, they didn\u2019t win the competition. Nevertheless, the story illustrates just how difficult it is for many agents to switch between systems.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For all the talk of a \u201csingle pane of glass,\u201d a Deloitte study in the UK found that the average contact center agent still works with around 14 separate systems of record.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Ultimately, that illustrates that there is no silver bullet. A closely considered omni-data strategy is instead the best path forward.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">What Is Omni-Data?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Just as omnichannel communication brings together voice, email, RCS, WhatsApp, and video into one platform, omni-data brings all an organization\u2019s data systems together.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Whether it\u2019s Salesforce, Microsoft Dynamics, or proprietary systems like Guidewire in insurance or Epic in healthcare, an omni-data strategy surfaces them in one place.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Agents can push and pull information without resorting to Post-it notes or duplicate entries.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Content Guru is leading the omni-data charge by converging its CCaaS solution with a first-party customer data platform (CDP), enabling that single data thread. \u202f\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cTo me, that\u2019s a no-brainer,\u201d added Taylor. \u201cYet when we deliver it, customers often say, \u201cWow, that\u2019s unique.\u201d\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cOther vendors may have strong connectors into Salesforce or Dynamics, but they don\u2019t address the full challenge of integrating data across systems.\u201d\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Omni-Data and the Future of Customer Service\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Omni-data provides a single source of data for agents to push and pull from. Yet, that\u2019s not only human agents; AI agents can also do so.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Indeed, contact centers may orchestrate experiences where AI agents interact with customers while leveraging data from one a single layer, instead of pulling from a myriad of integrations, which require continuous, rigorous security checks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Yet, they won\u2019t just drink from the hosepipe; they feed back into it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As such, contact centers can advance their conversation automation strategies, thinking not only about inbound but also outbound.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">After all, the future of customer service isn\u2019t only reactive, it\u2019s proactive, and even pre-emptive.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">With an omni-data strategy, contact centers can detect signals from various systems that indicate the customer is experiencing (or is about to experience) an issue. From there, an AI agent will trigger a corresponding resolution flow and communicate that with the affected customer.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here are four cross-industry examples of what that proactive flow may look like in practice.\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">1. Proactive Servicing &amp; Repairs (Automotive &amp; Retail)<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">IoT devices can send signals into the omni-data layer from sensors hidden within products. That includes everything from transport to white goods.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The devices help monitor product health, so if a car has low tire pressure or a washing machine is about to give up, they can trigger a flow that ends with an AI agent scheduling a repair with the affected customer.\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">2. Proactive Pipe Management (Water)\u00a0<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Don\u2019t think of only first-party data sources as triggers for a proactive flow. Public sources can also feed into the omni-data layer.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For instance, data from the weather forecast could filter into a water company\u2019s omni-data layer. With that data, an AI agent can predict whether a water supply pipe will freeze and when it may unfreeze, rather than just telling the customer to schedule an engineer.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">3. Proactive Network Updates (Telco)<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Telcos can feed data from their Network Monitoring System (NMS) into the omni-data layer, with AI agents on alerts for an outage.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When this occurs, they can proactively notify customers and send updates, keeping them in the loop, so affected customers don\u2019t have to contact customer service.\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">4. Proactive Journey Recoveries (Travel)<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Plane and train delays often cause passengers to miss their connections. Yet, by plugging data from the Traffic Flow Management and CRM systems, companies can charge AI agents with rebooking customers on the next-best journey.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As such, when the customer arrives or lands, they don\u2019t have to queue for customer support. Instead, they receive an alert with their new booking or alternative options to consider.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Get Ahead with Content Guru\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Content Guru entered the cloud contact center market in 2005, before \u201ccloud software\u201d was a term that many people had ever used.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Its parent company, Redwood Technologies, subsidized the business for the first eight years because adoption was slow. But, Taylor and his team believed the cloud would matter.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The same happened with AI. Content Guru invested years before the current boom, before COVID delayed adoption, but models like ChatGPT accelerated it again.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cOur philosophy is to blend customer-driven innovation with long-term bets based on intuition and experience,\u201d said Taylor. \u201cSometimes we\u2019re early, which can be frustrating, but when the market catches up, we\u2019re ready.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Its next bet is omni-data. Given its track record and status as a global CCaaS provider, who\u2019d bet against the company this time around?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For more on Content Guru\u2019s contact center tech, visit:\u00a0 <\/span><a href=\"https:\/\/www.contentguru.com\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">www.contentguru.com<\/span><\/a><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Just a few years ago, a contact center awards program ran a PCI compliance category.\u00a0 Sean Taylor, CEO of Content Guru, was a judge and, as part of the evaluation, sat down with one of the finalists\u2019 agents to watch how they worked.\u00a0\u00a0 \u201cThey were taking a customer\u2019s payment and had a stack of yellow [&hellip;]<\/p>\n","protected":false},"author":4063,"featured_media":74286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850,61016,62064],"class_list":["post-74280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","category-customer-analytics-intelligence","category-service-management-connectivity","tag-agent-assist","tag-agent-scheduling","tag-agentic-ai","tag-ai-agent","tag-ai-agents","tag-ccaas","tag-cdp","tag-cloud-contact-center","tag-customer-data-platform","brands_to_track-content-guru","editorial_type-interview","intent-discovery","target_audience-dual"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Omni-Data Is More Than Just the Next Contact Center Buzzword - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center &amp; 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