Delta Defense replaces nine years of shadow spreadsheets with a unified contact center scorecard, built in two weeks on Sigma

Delta Defense, the service provider behind the United States Concealed Carry Association, ran its award-winning, 150-person contact center on cobbled-together Salesforce extracts, Google Sheets, and pivot tables that had quietly multiplied for almost a decade. By standing up a single governed scorecard on Sigma, the analytics team gave every layer of the operation, from frontline agents to the CRO and CFO, one version of the truth and freed leaders to spend their time acting on insight rather than chasing numbers.

The Challenge

Delta Defense exists to serve responsible gun owners as the service provider behind the USCCA, and its contact center is the front line of that promise. The center is award-winning and large, with more than 150 people across several layers of management, and it doubles as an inside-sales branch handling inbound and outbound calls. For years it ran on what Steve Ware, Director of Advanced Analytics, calls brute force: roughly ninety percent of reporting was assembled by hand from Salesforce extracts, Google Sheets, pivot tables, and a little Tableau, with managers running their own separate reporting.

Underneath sat a deeper problem Ware describes as shadow data. People pulled numbers from different systems into spreadsheets saved on personal drives, and over nine years that practice amassed into chaos with no centralized view. The business had also stopped asking analytics for help, assuming a long backlog meant nothing would change. The contact center director had wanted a single set of dashboards, from the top metric down to the lowest level, for years without a practical way to build it.

I've had a vision for a long time, and it's really to get beyond the regurgitation of information. What I call insight is the ability to turn that into something that you can act on. I don't need my business users to have to be analysts.

— Steve Ware, Director of Advanced Analytics, Delta Defense

The Solution

The team built a contact center scorecard in Sigma using what Ware calls a grandfathered approach, starting at the highest level and breaking each metric into its constituent parts so the numbers reconcile as they roll up. A layered hierarchy mirrors the org chart, from director to manager to advisors and agents, and Sigma's role-based access controls ensure each layer sees what it needs and nothing else. The view is near real time, covering call volume, workforce planning, cancellations, membership additions, and movement between queues such as the save queue.

An analyst on Ware's team who had come from a contact center already understood the workflows and management layers. Armed with clean data and a tool she learned in about a week, she stood up the scorecard in roughly two weeks and put it in front of contact center management to iterate. An unexpected benefit followed: because the center also processes hand-entered sales from field agents, the scorecard surfaced data-quality problems the team could feed back and fix.

The Results

Adoption was immediate. After a January proof of concept that rolled from directors down to agents, about 190 people were active by early February, averaging close to 100 visits each, with agents checking their metrics throughout the day. The CRO and CFO now read the same scorecard directly instead of waiting a day for three or four conflicting versions to reconcile by hand, giving the contact center a single source of truth.

The biggest shift is what the saved time unlocks. Managers and directors no longer do the deep analytics themselves; they see the insight and spend their freed-up hours on the next program, better staffing, and serving members. Ware estimates that decommissioning the scorecard would multiply the time leaders spend chasing reconciled numbers five to ten fold, push work back onto analysts, and ultimately harm the member base the organization exists to serve. Next on the roadmap is pairing the scorecard with CLARA, an internal conversational assistant built on the same data, so insight and information sit side by side.