Key Takeaways
- Data enrichment in contact centers drives measurable ROI: Organizations implementing comprehensive data enrichment strategies see an average 47% increase in qualified lead conversion rates within six months, according to MarketsandMarkets research.
- Real-time prospect intelligence accelerates deal velocity: Teams combining lead generation with enrichment report up to 77% higher ROI, and enriched leads close at 2.8x the rate of non-enriched prospects.
- Plura's integration with People Data Labs eliminates manual research: AI agents now access verified professional profiles, employment history, and firmographic data in real time, enabling agents to personalize outreach and qualify leads during live conversations.
The Contact Center Data Intelligence Gap
Contact centers face a persistent challenge: agents operate on incomplete information. A typical inbound call or SMS arrives with a name and phone number—and not much else. Your representative has seconds to make crucial decisions about routing, qualification, and personalization. Without context about the caller's company, role, or buying authority, agents default to generic scripts or lengthy discovery calls.
Meanwhile, sales teams outside the contact center operate differently. They use data enrichment tools to fill gaps in prospect records, enabling targeted outreach and higher conversion rates. Yet contact center operations—which handle the same prospects through phone, SMS, and webchat—often lack that same intelligence. The result is wasted time, missed qualification opportunities, and lower conversion rates than the contact center's true potential.
This gap matters because Gartner predicts that by 2026, conversational AI deployments within contact centers will reduce agent labor costs by $80 billion while automating one in 10 agent interactions. But that automation and efficiency gain depends on data quality and context. Enriched, verified prospect data is the foundation.
Why Data Enrichment Matters for Contact Centers
Data enrichment transforms how contact center AI works. Instead of treating each call as a isolated event, enriched data allows agents to understand who is calling, what company they work for, their role, and their likely intent before or during the conversation. This enables three critical outcomes:
Improved Qualification and Routing: Agents can immediately identify decision-makers versus influencers, qualify prospects against your ideal customer profile, and route calls to the right team. This reduces call length, improves first-contact resolution, and increases the percentage of conversations that move into pipeline.
Personalized Conversation Flows: AI agents can adapt messaging based on company size, industry, and role. A VP of Sales at a $100M SaaS company receives different messaging than an operations manager at a mid-market manufacturing firm—without agents having to ask. This drives higher engagement and perceived relevance.
Continuous Learning and Segmentation: Enriched data enables agents to score and segment prospects in real time, building pools of similar leads for targeted nurturing campaigns. Contacts that don't convert immediately move into nurture sequences tailored to their firmographic and technographic profile, not generic email lists.
How People Data Labs Enriches Plura's AI Agents
People Data Labs maintains a dataset of nearly 1.5 billion verified professional profiles, with coverage across 70+ million companies globally. The platform's Person Enrichment API and Company Enrichment API deliver real-time matches and data validation using proprietary matching logic.
When integrated with Plura AI, this capability flows directly into your contact center operations. Here's how it works in practice:
Pre-Call Enrichment: When a phone number or email arrives—whether via a lead list or an inbound call—Plura's integration automatically queries People Data Labs. Within milliseconds, agents see verified employment history, job title, company details, revenue, industry classification, and organizational structure. This context is displayed on the agent's screen before the call connects.
Mid-Call Optimization: During the conversation, agents have access to decision-maker mapping, recent company changes (hiring, funding, leadership changes), and technographic signals indicating which tools the prospect already uses. This enables real-time pivots in messaging and qualification logic.
Post-Call Intelligence: After the call, enriched data supports lead scoring, segmentation, and automated nurture campaign triggers. Prospects that match your high-value profile immediately enter targeted follow-up sequences. Those not yet ready move into longer-term nurture tracks based on their firmographic alignment.
Smarter conversations drive real results
Get a demoStrategic and Compliance Implications
For enterprise contact center leaders, the integration addresses several strategic priorities. First, it improves lead quality without increasing call volume—a critical lever for ROI. Research from Watson (2024) shows that companies see an 11–30% lift in conversion rates post-enrichment. Some report even higher gains. Dgtl Infra, for example, achieved a 24% conversion improvement, while enriched enterprise leads closed at 2.8x the rate of non-enriched prospects.
Second, it reduces the time agents spend on research. Manual prospect research consumes 15–30 minutes per lead for many teams—time that should be spent in conversation or closing. Enriched data eliminates this friction. Sales reps making one call before can now make 4–5 calls to qualified leads.
Third, compliance and data governance are built in. People Data Labs' enrichment data is updated monthly, ensuring you're working with current employment information. This reduces the risk of reaching wrong contacts, outdated phone numbers, and stale company information. For contact centers handling high-volume campaigns, data freshness directly impacts dialing efficiency and compliance with TCPA regulations.
Operational Impact on Call Volume and Efficiency
The operational impact is immediate. When agents have enriched prospect data, several dynamics shift:
Call length often decreases because agents skip discovery questions already answered by firmographic data. Qualifying conversations become more efficient—agents identify deal velocity and next steps faster.
Call completion rates improve. With decision-maker mapping and company structure data, agents know whom to ask for when transferred, reducing callback rates and improving first-contact resolution.
Lead routing accuracy increases. Instead of distributing calls randomly or by agent availability, contacts can be routed based on firmographic alignment with specific account management teams, product specialists, or industry focus groups.
AI Integration and ROI Acceleration
Plura's platform combines this enrichment data with stateful conversational AI, meaning the system remembers context across multiple interactions. A prospect who calls, doesn't convert, and receives a follow-up SMS weeks later is recognized immediately—the agent or AI already knows the caller's company, role, and previous conversation details. This context drives personalization and prevents repetitive discovery cycles.
The ROI compounds. According to MarketsandMarkets research, organizations implementing comprehensive data enrichment strategies see an average 47% increase in qualified lead conversion rates within six months. Case studies demonstrate ROI ranging from 312% to 428% within the first year. For contact centers, this translates to higher-value pipeline per call, shorter sales cycles (30% faster on average), and lower acquisition costs.
Risk and Implementation Challenges
Integrating People Data Labs with your contact center does require attention to data governance and compliance. Key considerations:
Data Privacy and Consent: Ensure all enriched prospect data is used in compliance with GDPR, CCPA, and other privacy regulations. Plura's <a href="https://www.plura.ai/ecosystem/number-verifier">Number Verifier</a> integration already helps validate compliance; coordinate enrichment workflows with your legal and compliance teams.
Data Quality Validation: While People Data Labs' matching logic is proprietary and robust, no data enrichment is 100% accurate. Implement validation workflows—such as confirmation steps during calls or secondary verification—for high-value prospects or high-risk decisions.
API Latency and Failover: Ensure your integration includes fallback logic. If the enrichment API experiences latency, agents should still be able to proceed with standard, non-enriched workflows. Plura's platform is built for reliability, but plan for edge cases.
Cost and Volume Scaling: People Data Labs prices per enrichment lookup (typically $0.20–$0.28 per person enrichment credit in volume). Factor this into your contact center cost model, especially if enriching very high call volumes. Most organizations find ROI justifies the per-lookup cost within the first quarter.
How to Respond: Next Steps
If you're ready to enrich your contact center conversations:
1. Audit Your Current Lead Quality: Review your last 100 conversations. What percentage included accurate company, role, and decision-maker data? What time did agents spend on research? This baseline will help quantify your ROI.
2. Map Your Ideal Customer Profile: Work with marketing and sales to define the firmographic and technographic attributes that matter most for your pipeline. This profile becomes the qualification logic that drives agent routing and conversation flows.
3. Plan Your Integration: Plura's integration with People Data Labs is plug-and-play via API. Work with your Plura account team to define which data fields you'll enrich (person, company, or both), when enrichment occurs (pre-call, mid-call, post-call), and how it flows to your CRM.
4. Coordinate with Compliance and Data Governance: Review your privacy, consent, and compliance requirements. Coordinate with your Blacklist Alliance screening workflows to ensure enrichment data aligns with your risk management strategy.
5. Measure and Optimize: Track conversion rates, call length, qualified lead percentage, and deal velocity before and after implementation. Most organizations see measurable improvements within 30–60 days.
Disclaimer
This content is for informational purposes only and does not constitute legal or compliance advice. Please consult with your legal and compliance teams regarding the use of enriched data in contact center operations, particularly as it relates to TCPA compliance, GDPR, CCPA, and other applicable privacy regulations.
