Published: Jun 19, 2025

Turbocharge your CX with smarter data insights

Data can fuel innovation, transform customer experience (CX) and help you prioritise improvements for maximum impact and efficiency. But how can you quickly turn the high volume of data you collect into meaningful, actionable insights?
Enter AI.

Turning fuel into action

Unlocking the true value of data can create the competitive advantage your business needs to thrive in a crowded market. And AI holds the key.
It’s an incredibly powerful tool that helps you gather, analyse and understand your data. AI can uncover future customer behaviours or needs through pattern recognition. Help you personalise experiences in real time through nuanced customer segmentation and sentiment analysis. Or identify friction points in the customer journey with sophisticated tracking.

But before you get started, you need to understand what you're trying to measure or accomplish, says Ben Western, Cloud Data Lead at NCS.
“If you don’t have a clear vision for what you’re trying to achieve, you can be thrown in a number of directions. Having a question or a potential use case you want to explore is very valuable – especially if you can also measure what this looks like today so that we can compare what it could be tomorrow.”
And then there’s data. It’s the fuel for AI, which means the quality of the data will determine the quality of insights.
“Once you know what you want to measure, you need strong data foundations and quality around this to get meaningful, relevant and accurate insights,” Ben suggests.
Having human input is also critical. AI is a powerhouse that pulls vast and scattered information into consumable formats, but it’s the business context your people bring that helps join the dots and make informed decisions. 
Turning data into actionable insights requires a bit of preparation, but when done right, it can make a significant difference for your business. Especially when it’s supported by platforms like Google Cloud and guided by a structured delivery process. 
Here are the four stages we go through to help you unlock insights faster with AI.
 

Stage 1: Identify and prepare

Identify a use case or question you’d like to answer as well as all potential data sources and sinks as early as possible. 
For example, you might want to understand the most common points of frustration for your customers, so you’ll need recordings from your call centre, as well as call metadata. We then consolidate diverse data into environments like BigQuery and assess quality, availability, and accessibility. 
This is also the stage where you can minimise risks by articulating, documenting and putting data-related security, governance, and compliance frameworks in place (e.g., GDPR, CCPA).
 

Stage 2: Analyse and model

Using the prepared data, we apply AI and machine learning techniques through solutions such as Vertex AI and Conversational Insights to uncover patterns, predict outcomes, and understand behaviour. 
Staying with the call centre example, we feed relevant data and business context into Conversational Insights and create a classification model that we lay over all the calls. This turns raw media or web file content into lines of data in your database, helping you analyse unstructured knowledge in minutes – instead of the weeks manual analysis would take.
 

Stage 3: Generate insight

Once you know what you’re trying to achieve and have the right data and systems in place, you can move beyond description to prediction. Dashboards help to visualise insights such as sentiment, topic drivers and intent, and to surface deep content or information at critical times.
For example, AI can share useful, relevant and accurate information in real-time during a call with a customer to help solve a specific problem. 
We also evaluate how well generative models produced insights and if they met your goals, always going back to the business case we identified in stage 1. This helps further refine the quality of insights.
 

Stage 4: Action and automate

Once you have a baseline you’re measuring against and you’re getting the quality insights you need, we build a more robust framework, alerts and controls around your data. These might include automated workflows, personalisation, training refinements or strategic decisions – all designed to turn those insights into action and impact.
In the case of your call centre, a rising number of complex cases coming in may trigger a need to conduct further agent training.
 

Create competitive advantage with smarter data insights

Data-driven insights are fuelling today’s businesses. But those leading the way are increasingly relying on AI to consolidate vast amounts of information, gain insights from unstructured data quickly, and enable their people to provide better customer service and experiences. Are you keeping up?
Getting started can feel overwhelming, but teaming up with a trusted Google Cloud partner like NCS can make the entire process simpler and more effective.