Data Analytics: Why Unified Reporting Should be the Next Big Focus for MSPs and Enterprise

You know how it is: you have populated your customers’ stacks with all the tools and applications they need to maximise the power of technology. 

It may have taken you several years – and those stacks may have experienced some serious strategic shifts during that time – but somehow all of the separate components work together. 

Indeed, in many cases, you have unified those components so they integrate for an even slicker experience.  

Trouble is, there’s a new challenge to confront. 

Those customers are now hungrier than ever to kick on to the next phase of their digital transformation: capturing, analysing and acting on all of the resultant data. 

Second new challenge: there’s stacks (pardon the pun) of it, and it is generated in varying forms by all of those separate components. 

And third: your customers are looking to you, their Managed Services Provider (MSP), for all the answers. 

Cue: opportunity

“There are huge amounts of data swirling around in every enterprise, and they are all learning that there is huge value to be extracted from it,” says Johan Wendelstam, Managing Director of Analytics at Europe’s largest, recently re-branded, UCaaS platform provider Dstny.    

“If MSPs put themselves right in the centre of it all, there are huge benefits to be had by both parties.” 

The good news is that there’s a clever tool to help with that. 

By deploying it effectively, MSPs are able to unify the analytics of customers’ entire communication eco systems; harvesting, collating and presenting all data simultaneously via a single, powerful user interface. 

The result? Rich insight with which enterprises can drive evidence-led, transformational change; plus, for MSPs, an opportunity to improve customer stickiness through adding value, whilst simultaneously boosting service wrap revenue. 

“Most enterprises have multiple communication solutions such as voice, web chat, Microsoft Teams, contact centre, social media,” says Wendelstam. 

“Some of those solutions will be cloud-based but others will be legacy PBX or co-located offerings. Bringing all of the data together from all of them is the next big step” 

Dstny’s “easy to integrate” analytics platform for service providers does exactly that. 

Fetching data from across the piece, it provides the ultimate visibility of enterprises’ communications functionality; presenting key metrics via customisable, easy-to-manage and engaging dashboards and reports. 

It provides a panoramic view of customers’ journeys into and through the organisation – identifying pain points and bottle-necks and highlighting opportunities to improve the communications experience. 

Crucially for the MSP, it puts them in control of a new central hub at the heart of the enterprise and upon which its future can be mapped. 

Suddenly, the customer has become even more sticky than perhaps they already were. 

 “Communications solutions have become more complex and efficient, which means the resultant data is much richer,” says Wendelstam. 

“But that also means that it can appear more difficult to manage and understand. For too many enterprises, knowing that systems are working via a basic report is just ticking a box. The real value comes from being able to drill into data and use it to design better and more efficient processes and workflows. 

“That’s an easy conversation for an MSP to have with an end user organisation because the upsides are easy to see.” 

It’s not just external communication that can benefit either. 

Wendelstam is on a mission to widen the definition of enterprise ‘communication’ to include internal processes as standard. 

“Internal ticket raising, for example, is also a critical form of communication,” he says. “The ability to capture data relating to those processes and analyse it in the same way as customer interactions are analysed can have a similarly transformative impact on productivity and efficiency.  

“Data is now seen by the smarter enterprises as an extremely valuable asset with the potential to contribute massively to the size of the bottom line.  

“You only have to think about consumer applications such as Facebook, Netflix and the like. For them, the value of data such as user behaviours and preferences is fundamental to their business models. 

“Enterprises are just scratching the surface at the moment so significant growth in that area is inevitable. Simplicity of capture, curation and analysis is key. For MSPs with a compelling analytics solution in their locker, that represents significant opportunity” 

• To learn more about how Dstny can help your and your customers’ businesses grow, visit www.dstny.com