It’s not an easy question to answer, especially because your company likely cares deeply about providing the best possible customer experience. After all, you’ve given your customers many tools to reach out to you. But more often than not, highly valuable information is collected, but not seen, interpreted or used. Let’s take the example of a major European airline, whose contact centre receives thousands of phone calls every day. The customer service representatives diligently answered each phone call, responding to questions and addressing concerns. At first glance, this may seem like a perfectly good workflow. A deep dive into the data may prove otherwise. An analysis of existing data delivered major insights: a percentage of customers was experiencing payment failures, while others were not receiving their confirmation e-mail in a timely manner. The delayed confirmation e-mail, containing customers’ flight details and ticketing information, was responsible for 15% of all calls to the contact centre. This insight prompted the airline to troubleshoot their automated e-mail system, which uncovered a technical glitch. One that could easily be fixed, resulting in happier (and less anxious!) customers and lower operational costs.