In today's modern world, the one thing that is guaranteed is that things outside of your control will happen. This can have a massive impact on customer experience and the functional operation of the contact centre. ​

In this session, we will discuss some of the external forces, including social media, that can impact demand and contact volumes. We will also share how using modern technology you can identify and adapt to trends in real time, and explore how your CC teams can be empowered to take the burden away from IT.

Key Takeaways:
• Measurement is just as important as your marketing campaigns. It’s key to analysing performance and justifying spend. It should be one of the most important elements of your marketing strategy.
• Metrics can show outcomes but they don’t show impact. How has marketing activity driven people to engage with the business? Put this into context and you have the golden ticket. This will help c-suite see where their money is going.
• There are an abundance of reporting platforms that can make it easier to collect metrics, however, it’s still up to human’s to provide context. Though, it won’t be long before this is another job that AI can do.
• Don’t be afraid to report on failings. Insights as to why a campaign wasn’t successful can be even more valuable than reporting on campaigns that performed well. To help do this, time should be spent on benchmarking.
• The future of measurement is exciting. AI and predictive analytics will be able to draw on historical data and predict the success of campaigns. This will open the doors for new job roles such as Head of Measurement. These types of developments with free-up time for marketers to focus on creative campaigns that resonate with audiences.