In order to deliver exceptional customer service and a seamless experience, customer behavior needs to be understood. While focus groups and surveys have traditionally offered such insights, big data now plays a tremendous role in providing detailed information on consumer behavior with greater precision and scope than most any other method of evaluation.Big data analytics allows companies to analyze a mix of complex data sets from various sources to gain critical insights into customer behavior, enabling brands to ultimately boost sales and provide greater customer experiences. For example, such data may reveal which channels are most frequently used by customers (and which ones need stronger engagement), thus providing opportunities for brands to optimize their omnichannel strategy. As customers often engage with brands on many channels, it is vital to collect, analyze, and treat all big data in order to provide employees with the right tools for providing excellent customer service. Contact centers may be reorganized to accommodate the most high-demand channels, and managers may train agents to better serve these channels. Big data obtained from social media activity can especially provide meaningful insight into customer concerns and lead companies toward identifying and fixing customer service issues. Lastly, it’s important to remember that even customer feedback surveys, call transcripts, and most any text exchange between customers and service representatives (SMS, social media posts, and chats included) are all meaningful sources of big data that can be analyzed for stronger customer engagement. By understanding customer behavior on all channels, companies may resolve issues more efficiently as big data will enable customer service agents to quickly and accurately offer the best solutions.Big data further allows brands to personalize the customer experience through tracking of customer buying habits and subsequent targeted marketing offers. For example, big data may indicate how much a customer has spent, how often, and on which products or services, making it essential to the development of marketing strategies as well as providing recommendations based on customer preferences. Such online giants as Amazon and eBay have been doing so for years, carefully tracking customer searches and purchase history to make spot-on recommendations for future purchases. Financial management and personal banking websites are also following suit by tracking clients’ spending habits and offering cash rewards and other incentives when customers spend money, with the likes of Bank of America and Wells Fargo leading the way in optimizing customer experience through analysis of the customer journey and proactive marketing offers for loans and other financial services based on customer profiles. With personalized marketing offers tailored to the customer’s spending habits, sales and customer loyalty are set to increase. Indeed, Winterberry Group proclaimed this year that U.S. marketers would spend $11.5 billion on data and related solutions in 2015 alone, with a strong emphasis on display ads and email marketing.By embracing the virtually limitless potential of big data analytics, brands may take a strategic approach to understanding consumer behavior for enhanced customer service, stronger sales, and cutting-edge customer experience that matches the technological sophistication of our times. Learn about Vocalcom omnichannel contact center software solutions for a seamless customer experience.
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