The Planning, Analysis & Insight Group exists to share experiences and best practice across our region for the benefit of all. Previous topics covered include planning for exceptional circumstances and major events. This Group has recently been set up for the North West on realisation of how much the business is changing in relation to understanding the needs and demands of clients.  The reliance on KPIs has shifted to a requirement to understand more complex information such as customer behaviour.  Our aim is to support strategic decision-making, through planning, reporting and analysis of customer trends and experiences.  Being able to analyse and understand the customers needs allows us to more accurately forecast and plan any current or future contact centre functions.