From Invisible to Strategic - Elevating the Back Office Role in Customer Journeys
Wednesday Nov 12, 4:00 PM – 5:00 PM EDT — RECORDING
For years, the back office has been the “hidden engine” of the organization—essential to delivering on promises made at the front line, yet often invisible when it comes to customer experience strategies. Delays in claims processing, billing corrections, policy updates, or fulfillment don’t just impact operations—they directly shape how customers perceive the brand. This webinar explores how organizations can shift the back office from a reactive, task-oriented function into a strategic driver of customer satisfaction and loyalty. By combining Workforce Management (WFM) to optimize staffing and scheduling with Performance Management (PM) to monitor productivity, quality, and employee engagement, leaders can create visibility, accountability, and alignment with customer outcomes. We’ll discuss:
- Why the back office is no longer a “support” function but a critical touchpoint in the customer journey.
- How unified PM + WFM delivers real-time insights, helping managers prevent backlogs and bottlenecks before they affect CX.
- Ways to motivate and engage back office employees through scorecards, gamification, and coaching.
Presenters:
 |
Andrea Matsuda, Head of Product Marketing, WFM, NiCE
Andrea has spent the majority of her career in the contact center world. After graduating from the University of Nebraska-Lincoln with a bachelor degree in International Business and Global Studies, with an emphasis on French and Japanese languages, she joined TD Ameritrade as a multi-channel customer service agent. While at TD Ameritrade, she received her master degree in Strategic Marketing from the University of Bellevue. It was during this time that she advanced her career into workforce management. Andrea further advanced her workforce management career when she moved to Toast Inc, where she would eventually become the Senior Manager of the Workforce Management department. Today, she is fortunate enough to fulfill her passion of story telling in marketing for the workforce management industry at NiCE, Ltd.
|
 |
Aya Tzarfati, Senior Product Marketing Manager, NiCE APA & PM LOB
Aya brings over 18 years of experience in B2B product marketing, specializing in high-tech and medical devices. She excels at developing go-to-market strategies, crafting compelling product messaging, and creating impactful sales enablement tools. With a strong background in cybersecurity and international marketing, Aya leverages deep market insights and competitive analysis to drive innovation and elevate customer experience through performance management.
|