| | DECEMBER 201519CIOReviewtrends in customer engagement solutions reflect this. In five years, customer experience will overtake price and product for key differentiator, according to a Customers 2020 report. For those companies that can strongly align Marketing and IT this is really great news.Once you have a solution in place, it's really all about the data. Structuring and providing context to unstructured data is a huge deal. Business intelligence and analytics solutions have been doing rows and columns for more than 20 years--structured data isn't the challenge. The challenge has always been finding the best way to structure unstructured data so you can aggregate and query the information in a simple way to draw out insights. It's much more difficult to understand the content, aggregate like data and identify the context when you're querying multiple types of data, like a voice recording or video file and text. There are a few software solutions that are beginning to automate this, but it still needs to be guided by someone who can make sense of mass quantities of data.Because of this, many companies have hired corporate data scientists. At Calabrio, we hire data scientists and build analytics solutions into the product so our customers don't have to--they should be focused on using the data to grow the business, not deciphering it.Once you have insights to work with, you can begin to use that information to plan what happens next for the company or customer lifecycle. Predictive analytics will be the next big breakthrough for the industry. Companies will begin to see patterns in customer experience data that will enable them to more accurately forecast growth. So who owns customer engagement in the enterprise? Everyone. Breaking down departmental silos will allow companies to transform customer engagement into a driver of top-line revenue growth for the business. Leveraging new, digital channels for customer engagement is not as simple as spinning up a Twitter handle or putting a `call us' button on the website
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