Like any critically acclaimed theater production, the key to its success is in the actors’ and actresses’ delivery. But, the delivery wouldn’t amount to much without a director’s guidance and a production team working tirelessly behind the scenes throughout the play. Believe it or not, the same amount of credit can be attributed to the behind the scenes work at contact centers.

Without this behind the scene work, like proper training and demographic call scripts, Communicators wouldn’t be able to execute their customer service interactions with such success. So, how does a best-in-class contact center perform to such a high degree? The answer is in the team’s use of analytics.

The office flow of any given corporation hinges on departmental duties. Each division works towards providing quality results in order to reach a single goal defined by the company as a whole. It’s easy to lose sight of this goal when each team is so focused on its single specific duty. In this case, assembling a team primarily focused on researching and presenting data analytics in a simple to understand fashion is beneficial in staying on track of customer service goals. At InfoCision, this is called the governance team.

Mark Rodio, our director of governance, describes his approach to sharing valuable data information to business leaders in this season’s “Marketing Solutions” magazine:

There is so much data available, it can be challenging for busy leaders to infer what is going on in a concise fashion. So we use different tools to present data visually, ensuring it’s easy to understand, and identify what’s important.

Data analytics is the driving force behind quality of customer service. Instating a team of research experts to comb through big data results will directly serve in enhancing customer service methods. Think back to the theater production team for a moment; without the director’s vision and an experienced set crew, the overall execution of the play would flounder. The same is true in customer service–without arming your Communicators with knowledge and tools supported by hard evidence, customer service interactions will unfortunately fall flat.

Trusting in the applied expertise of your behind the scenes crew will shine through in your final production. Click here to learn more about the importance of data analytics.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.