That’s a Pretty Long Call for a Wrong Number

What happens when your data tells one story, but reality says something different?

On this week’s CX Passport, Ian Storm, from episode sponsor Aspect Software, tells a story about spotting something a little odd in the call logs:

“You dispositioned it as a wrong number, but it looks like you talked to somebody. That's a pretty good conversation for a wrong number, yeah. What’d y’all talk about?”

In the episode, Ian talks about how flawed call dispositions revealed something deeper.

A slightly snarky observation helped unlock better data integrity, better customer insights, and ultimately, better outcomes.

We talk a lot about listening to customers, especially by looking at our data, but what if our systems don’t have the right story?

That’s what Ian uncovered when he noticed agents often marked calls as “wrong numbers” and that same call showed a good little 5 minute chat.

The CX tech was fine. The data was flowing. But the story it told? Completely off.

This wasn’t just a logging issue. It reflected a process gap, a training opportunity, and a broader need to actually pay attention to what’s happening, not just what the system says is happening.

Your Turn:

When has the misapplication of tech told you the wrong story? How did you get things back to the truth?

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

P.S. If you know someone who might benefit from this week’s newsletter, please feel free to forward this to them. Or they can sign up here.

What’s on tap this week?…

Host - Rick Denton

Rick believes the best meals are served outside and require a passport

🎤🎞️“The one with the hierarchy of opportunity” Ian Storm Dir Strategic Solutions at episode sponsor Aspect Software in episode 213🎧

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