CCMA Releases New Data Research Report

The CCMA (Call Centre Management Association) has released its latest research on how data and analytics are affecting contact centres.

Supported by TTEC and TTEC Digital, the report, “Bringing the Power of Data and Analytics to the Front Line”, highlights how cloud computing has expanded data access, presenting both opportunities and challenges for contact centres.

The research highlights the need for strong data literacy and effective interpretation to fully leverage available information.

It also addresses the strategic and ethical challenges leaders encounter as they adopt a more data-driven approach, as well as how real-time dashboards enhance frontline operations and emphasizes the increasing importance of empathy, active listening, and relationship-building in evolving frontline roles.

Simon Dillsworth, Senior Vice President, Head of TTEC Engage, EMEA, shared his thoughts on the report: “The findings make a compelling case for how AI and data analytics are transforming contact centres from cost centres to profit centres.

“Well-trained, empathetic, and tech-enabled associates are now delivering experiences that not only satisfy customers but also drive retention and create brand evangelists.”

Robert Allman, Senior Vice President, TTEC Digital, EMEA, added: “This report underscores the critical role of data in improving frontline performance and enhancing customer connections. The insights gathered from contact centre data can trigger real business value, transforming the contact centre from a cost driver to a value driver.”

Author: Hannah Swankie