Customer service is now among the most important factors in all of business—that is a simple fact. A recent report from Walker, in fact, revealed that customer service will overtake price and product as the key brand differentiator by 2020.

As crucial as customer service is, though, today’s contact centers must help organizations do more than satisfy customers to achieve full value. To maximize contact center services ROI, organizations must be able to gather and analyze data from customer interactions that helps them improve processes across the board.

Take the following scenario as an example. Your call center agents—or Communicators, as InfoCision calls our own customer service professionals—are receiving an unusually high volume of customer inquiries about billing errors. Of course it’s important to resolve each individual’s issue, but if a trend is developing it is equally important to have the tools necessary to get to the root cause of the problem and fix it.

Quality assurance programs and business intelligence allow supervisors to recognize patterns faster and easier than they would be able to just by walking around the call center floor. In the aforementioned scenario, for example, when your contact center management team is alerted to the abnormal number of billing questions coming in, he or she can take the issue to the billing department. The billing team can then check to see if there is a glitch with software or some other snag that could be causing confusion and quickly correct the problem before the next cycle of bills are sent out.

A contemporary call center should be multi-faceted and deliver information that helps improve operations across your entire organization. But if running a call center is not one of your core competencies, maximizing contact center services ROI may be easier said than done. In that case, it may be time to look into partnering with a contact center services provider like InfoCision.

Click here to learn more about InfoCision’s storied history in the call center business.

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.