The Contact Centre’s Most Valuable Asset

Unstructured interaction data apparently is now the norm, from what I am gathering from industry sources, of what flows through a contact centre. These include, but are not limited to, call recordings, chat logs, emails, screen captures, voice recordings, images, and surveys. Yet much of it sits in silos, separated and without the structure to make it useful.

But when that data is unified, labelled, and accessible, it becomes a catalyst for better decisions, faster resolution, and a more personal customer experience (CX). Consolidating unstructured sources helps spot recurring issues, close communication gaps, reduce redundant contacts, and improve satisfaction and resolution times.

Early adopters of unstructured data integration strategies are already seeing the impact. For example, one large energy provider handling roughly 12 million calls annually found that a repeat call rate above 20% was driven by fragmented data across systems.

After unifying unstructured interaction data and applying analytics, the team identified root causes, cut repeat volume by 5%–10%, and saved about $20 million.

Why Unstructured Data Cannot Be Ignored

Let’s look at why it is critical not to overlook unstructured data. Simply put, customers expect informed, seamless experiences across channels. But that’s hard to deliver when interaction data remains fragmented and unanalyzed.

Here are the consequences:

• CX friction. Agents lack context on intent, sentiment, and history in real time. Without context, they often ask customers to repeat information or explain prior interactions, which slows resolution and frustrates both sides.
• Moreover, missing sentiment cues can cause tone mismatches, while gaps in history prevent agents from spotting patterns or anticipating needs.
• The result is a reactive experience instead of a seamless and informed one that builds trust and loyalty.
• AI underperformance. Models trained on incomplete, noisy, or unlabelled data struggle to learn and scale. Inaccurate and fragmented inputs cause AI to misinterpret queries, overlook emerging issues, and generate flawed recommendations. These blind spots compound over time, reducing the precision of analytics and limiting the value of automation.
• Compliance and security exposure. Limited visibility heightens the risk of policy violations or data leakage. Unmonitored interaction data can contain sensitive information that slips past retention rules, access controls, and encryption standards. These gaps increase the likelihood of breaches, regulatory penalties, and reputational damage.
• Operational drag. Duplicated work and misaligned processes raise the cost to serve. Disconnected data forces teams to toggle between systems, repeat steps, and chase missing details. Inconsistent workflows create bottlenecks that delay resolution and limit the capacity to handle higher volumes without adding resources.

Harnessing Unstructured Data for Competitive Advantage

Organisations racing to deliver proactive support are already behind if they can’t organise unstructured data. Industry research shows leaders find it increasingly difficult to understand customer behaviour across channels.

Consequently, and not surprisingly, many organisations are adopting AI to help. But AI cannot deliver meaningful personalisation without a clear, unified customer view.

Until unstructured data is properly leveraged, AI will retain blind spots that cause missed opportunities to drive loyalty, efficiency, and growth.

How contact centres can respond:

1. Inventory and map sources.
   Email threads, ticketing systems, agent desktop/screen recordings, coaching logs, customer-uploaded images and video, and internal CRM notes often contain the “whys” behind outcomes. Mapping connections between systems makes it easier to integrate information, improve accessibility, and ensure nothing critical is overlooked.
2. Govern and standardise.
   Define capture standards, taxonomies, retention, and access controls to ensure both accessibility and compliance. Consistent naming and data make information easier to find and integrate. Retention rules reduce risk and control storage costs, while access controls ensure only authorised users handle sensitive data. This framework keeps information secure, organised, and ready for analysis.
3. Unify and index for retrieval.
   Centralise interaction data in a platform that scales to multimodal inputs (voice, text, image, video) and supports metadata, lineage, and residency requirements. Include lineage to track how data moves through systems and meet residency rules to align with regional regulations. This unified, searchable foundation lets agents, analysts, and AI access the full customer story without switching between systems.
4. Enrich and label.
   Apply speech-to-text, personally identifiable information (PII) redaction, topic and sentiment tagging, and timestamps to make data analytics and AI ready. Transcription makes conversations searchable, redaction protects sensitive information, and tagging adds context for more accurate insights.
5. Activate insights.
   Feed patterns into quality management, agent assist, scripting, and customer journey improvements; close the loop with product and training teams. Consistently applying insights across teams ensures improvements are sustained and measurable.
6. Engineer for trust and scale.
   Support hybrid on-premise and cloud deployment, encryption, key management, role-based access, and cost controls (tiering, lifecycle policies, and hot/cold storage). Building architecture that can handle growing data volumes without compromising security or performance is critical for delivering excellent CXs and ultimately improving the organisation’s bottom line.

What Good Looks Like

When organised effectively, unstructured data shortens time to resolution, reduces repeat contacts, improves CSAT, lowers cost to serve, and enables faster and more personalised customer responses.

The organisations that transform unstructured interaction data into a shared, searchable, and governed asset will be best positioned to scale, adapt, and lead in an increasingly data-rich world.

To achieve that, building the right infrastructure is essential. Platforms that support hybrid environments, such as on-premise and cloud capabilities, provide the flexibility to handle growing volumes. They also help meet evolving compliance and security requirements.

The strongest operations pair this foundation with consistent data categorisation, retention policies, and access controls. This keeps information accurate and secure while ensuring it is ready for analysis and action. Teams that share these insights across support, product, and training functions can close feedback loops faster, improve coordination, and respond more effectively to customer needs.