“Customer engagement” is the name of the game in contact centers today, but the concept means different things to different people. In a nutshell, it means understanding your customers’ needs and being able to predict their wants, and reaching out to them proactively to offer resources to them before they even know they need them.

The days of waiting for customers come to you when they have a problem are long gone: upselling and cross-selling, social media engagement, outbound connections and mobile apps are just a few of the technologies companies are using for customer engagement.

But it’s not simply about customer contact media: it’s about data. Understanding what customers need and are likely to want requires data, and lots of it. Virtually all interactions between a customer and the contact center touch multiple systems across the enterprise, each used to store and manage its own data. To date, contact centers have focused on measuring the effectiveness of individual systems to better manage their customer interactions. Now, as businesses realize that the customer experience spans these multiple systems, they adopt a broader perspective, one where a unified view of the customer interaction data in all the contact center systems holds the key to delivering a satisfying end-to-end customer experience.

Managing all this data is a tricky prospect, and it wouldn’t be possible without the use of analytics. Unless you have a team of employees with photographic memories and brains like computers, it takes an analytic solution to sift through your “big data” and make sense of the information, translating it from just a collection of information into personal, actionable intelligence about the customer.

On Thursday June 6, 2013, 2 p.m. EDT (11 a.m. PDT), Transera Communications, together with TMCnet and a research analyst from Aberdeen (News - Alert) Group, will team to offer a free Web event entitled, “Customer Engagement Analytics – More Than a Sum of Interactions.”

Attendees will learn, among other things, the business value of using analytic tools to optimize customer interactions; best practices in utilizing analytics to convert data into insight; the evolving role of analytics in the contact center; and secrets in converting the contact center from a cost center into a profit center.

To learn more or to register, visit TMCnet here.