16 April 2026
Large organizations are best placed to generate insights. The challenge CX teams face in this type of structure is complexity and silos: getting the right insights using the right medium to the right people at the right time.
If you’re the head of a CX analytics program at a large telco, for example, you’re likely leading a large, highly capable team armed with multiple tools, vendors and dashboards. You trust your team, data and reporting.
Unfortunately, that still isn’t enough to drive action. In our webinar around the limitations of GenAI in analytics, Relative Insight CRO James Cuthbertson discussed this example: sharing the challenges these teams face and how to overcome them
Getting insights out of the CX team
Every part of the business is hungry for insight, but each wants something different.
- The contact center lead cares about call volumes and cost efficiency.
- The executive team wants a high-level view — churn, CSAT, revenue signals.
- Marketing is looking for messaging direction.
- Customer care needs to understand dissatisfaction.
- Loyalty teams want to know why customers are leaving.
The analytics team can answer all of these questions, that’s not the issue. The issue is distribution. Despite high-quality intelligence, it’s not reaching the people who need it in a format they’ll engage with.
Dashboards like Tableau require stakeholders to log in… and they don’t. Scheduled monthly meetings are poorly attended. Carefully crafted slide decks are rarely read.
The insights exist but they aren’t landing. Therefore, they aren’t shaping decisions or driving action.
Unheeded insights equals no insights
In trying to navigate organizational complexity, the CX analytics team loses its impact. With its insights not reaching the right stakeholders, the team isn’t adding any value to the organization and not solving any problems.
For example, the contact center lead continues firefighting without clear weekly priorities, because they don’t have time to log in to Tableau and browse through visualizations to find out what’s relevant for them.
This creates a growing frustration for the CX team leader. Their team is producing great work, yet it’s making no difference.
In a complex, often bureaucratic organization like a large telco, it’s common for insights to disappear into the void if they don’t reach their recipients at the right time and place. That’s where Relative Insight comes into play.
Building pinpoint insight delivery
This is where Relative Insight enhances insight propagation. First, the platform uses deterministic AI to build insights are consistent, evidence-based and repeatable — all elements that are non-negotiables for decision makers.
However, the Relative Insight platform also transforms how those insights are delivered to decision makers. It uses automated delivery of deterministic insights tailored by decision makers to fit their needs.
These insights are concise, repeatable and arrive in a way that stakeholders engage with. This means decision makers consume and act on insights instead of them laying dormant in dashboards. Instead of expecting stakeholders to come to the insights, the insights come to them.
Now, every Monday morning at 9am, the contact center lead receives a short, sharp email — co-designed to highlight exactly what matters that week. The same happens for departments across the organization, with each function receiving their version of what’s impacting performance.
Intelligence that cuts through organizational noise
Over time, this changes the role of the CX analytics team. They don’t just produce insight: they drive action.
The complexity of the telco doesn’t disappear, but it becomes manageable. Tailored insight delivery means that teams absorb and align on what changes need to be made. Decision makers act with confidence thanks to insights grounded in consistent, deterministic evidence.
GenAI might help generate more reports. But in an environment like this, the challenge isn’t insight creation: it’s driving action.
Deterministic AI, combined with the right delivery mechanism, ensures that the right people hear the right insight at the right time — and actually do something with it.
Want to learn how you can replicate this set up, with tailored, automated insight delivery going to your stakeholders? Book a call with our team to find out more.
