Q: We seem to be collecting more data than ever, but I’m not sure it makes a difference. Is data analysis really that important to customer service?

A: I read recently that two-thirds of executives surveyed agreed that “having the right information and insights to tell us what customers/consumers really want” is very important. Yet only 16 percent rated their companies as doing a topnotch job of it. So you’re not alone. Contact centers are going through a data craze right now, but while nearly everyone has the means to collect data, few collect the right data, and even fewer know how to use it. I call this situation DRIP: Data Rich, Information Poor.

Despite the common misuse or under-use of data, the answer is “yes” – data are critical to improving customer service. Data make it possible to identify issues and trends, both in the call center and in the larger organization, that affect agent performance and customer satisfaction. I often urge people to “trust your gut,” but not when it comes to process analysis. Even when you think you know what the problem is, there’s a good chance you’re not seeing the whole picture or that you’re not being completely objective. Data fill in the gaps and keep us honest; they help us focus on causes, rather than symptoms. Moreover, data help us credibly track and report progress, and they demonstrate results.

But how do you know which data to gather? Understanding key business drivers is critical. What results are important to your business? And what results are important to your customers? For a contact center to run effectively, the two should be the same.