Every contact centre says they care about their customers but the ones that actually pay attention to their customers are the ones that use data properly.  

This does not necessarily mean having fancy dashboards or collecting every piece of info under the sun; it just means understanding the data you already have. This data can be used to make life easier for your team, smoother for your customers, and smarter for your business. 

Contact centres collect mountains of data on a daily, whether that is through calls, chats, DMs, or support tickets. All of this data is filled with insights. But when that data is scattered across outdated systems or stuck in someone’s inbox, it’s really not helping anyone. And unfortunately, that’s more common than you’d think. 

In fact, Gartner says around 80% of customer data never gets used. That’s a lot of missed opportunities. 

So let’s talk about what the smart centres are doing differently with their data and how you can get there too. 

A Tale of Two Contact Centres 

Take John Lewis in the UK, for an example, they’re known for their great customer service which is attributed to their agents having the info they need exactly when they need it. If something’s gone wrong with your order, the agent already knows the details. They don’t need you to explain everything from scratch.  

Now picture the following example: You call an airline about a refund and you find yourself being bounced around between agents. Each one asks for the same booking number and no one seems to have context. You feel like a broken record and eventually, you just give up.  

These two scenarios tell you everything you need to know about the power of well-used data. When agents have full context at their fingertips, customers feel understood, valued, and taken care of. But when information is scattered or missing, the experience becomes frustrating for both the customer and agent.  

Discovery Health in South Africa is another example of well-used data. Discovery Health has managed to link  medical claims, rewards and service calls together so no matter how you get in touch, they know who you are and what you’re dealing with. That connection makes a difference for customers because they feel understood. It works great for agents too because they feel equipped.  

The Two Types of Data You Actually Need 

The important thing about data is collecting the right kind, not just more data. In a contact centre, this comes down to two core types: Data on how your team is performing and Data on your customers.  

1. Data on how your team is performing 

This data includes things like how long calls take, how often issues get solved the first time, and how many times a customer has to wait before someone helps them. But here, the goal isn’t just hitting targets, it’s understanding what’s working, what’s not, and where your team needs support. 

Companies that make good use of this kind of data see real results in the form of better agent productivity, higher CSAT scores, and a stronger culture of learning. 

2. Data on your customers 

This data is where the real magic happens. If your agents can pull up someone’s history such as: previous queries, purchases, payment issues, preferences, they instantly become more useful. Customers don’t have to explain things twice when their information is within reach and this means problems get solved faster. 

Statistics show that businesses with strong omnichannel customer engagement strategies retain nearly 9 out of 10 customers, while those without struggle to keep even 3. 

What It Looks Like When You Get It Right — or Don’t 

Let’s zoom into a typical workday. 

When your data systems are working as they should, agents can see everything in one place instead of jumping between tabs or tools. This makes customers feel like their being treated as people, not just ticket numbers.  

But when data is disorganised or hard to access, agents have to spend more time looking for answers instead of solving problems. Customers have to keep repeating themselves, tickets get reopened, turnover rises, and morale drops.  

Salesforce reports that over 70% of customers now expect companies to have their act together behind the scenes so they don’t have to keep explaining the same issue over and over. 

Some brands get this and they use data to create a service experience that feels smooth, thoughtful and responsive. Other brands are still stuck fighting fires with patchy systems and guesswork. 

Want to Get Better? Start Here. 

If some of this hits close to home, take a moment and ask yourself: 

• Are we collecting data that actually helps solve problems? 

• Can our agents get what they need without jumping through hoops? 

• Is performance data being used to coach, not just tick compliance boxes? 

• Do our systems talk to each other, or are they working in silos? 

• Are we able to spot problems before customers complain? 

The truth is that most contact centres aren’t far off from doing this well but it takes commitment to adopt a new mindset about data and how to use it. 

The upside is significant as research shows that most customers are willing to pay more for a better experience. People stay loyal when they feel seen and supported. 

The Bottom Line 

If your contact centre feels more reactive than responsive, it’s time to flip the script. Smart data use is no longer a nice-to-have, it’s how great service gets delivered. 

Start small by getting your systems talking and empowering your agents. Most importantly, use what you already know to serve people better

Let’s talk. 

If your team is ready to stop guessing and start using your data properly, we’re here for that conversation.