Big data has been a buzzword in the customer service industry for some time now. As every brand knows, all data—big and small—can be applied in some manner to drive sales and improve customer service. After all, understanding your customers’ habits is key to knowing how to satisfy them. But just where should your company look for this information? And how precisely should you use it? Here are five essential big data sources to look at—and how you can use them to create exceptional customer experiences.
Do you understand what motivates your customers to purchase? Speech and text analytics can reveal tremendous insights into your customers’ feelings and interests to help you improve your customer experiences. For example, these analytical tools may be used to reveal keywords exchanged during service interactions, ranging from terms reflecting customer emotions to specific product names. By identifying recurring words, your company can better understand how your customers feel about your brand, as well as the products they are most interested in purchasing.
Customers’ behavior patterns are another key source of big data that your company must consider. Web analytics can be used to understand customer behavior on numerous channels. For one, your brand may analyze browsing patterns on your website to learn more about frequently visited pages, popular products, and cart abandonment rates. Geolocation data may be analyzed to determine how frequently customers have visited a retail location after researching a product on a smartphone, for example. Predictive analytics may also determine future behavior—for example, whether a customer’s previous brand interactions are likely to lead to loyalty or churn. When considered as a whole, web analytics can help your company make crucial marketing and customer service decisions.
Key performance indicators (KPIs) reveal the efficiency of your contact center practices. Important metrics include call abandonment rates, average handling time, first contact resolution, customer satisfaction scores, net promoter scores, and average hold time—to name a few. Your brand should mine this data to determine if agents are well-prepared for every service interaction and if your technology—both inside and outside the contact center—is truly serving your customers’ needs.
Nowadays, a vast number of customers interact with brands on social channels. Many request service, and others like to share their brand experiences—both good and bad—with companies and other customers. Social listening tools are therefore essential for capturing every comment made about your company. You can assess how customers feel about your brand and take immediate steps to rectify any problems.
Lastly, never forget the all-important customer survey. When you ask customers specific questions about their experiences, you will yield the kind of information that enables you to make precise improvements. Customers may also like to make suggestions, so be sure to allow free-response sections on your surveys. In addition, do not forget to analyze other forms of customer feedback—you may see comments on blogs or review websites, for example. Big data offers a wealth of information about your customers: their feelings, their motivations, their purchasing habits, and much more. By taking a close look at the information you have at hand, you can better understand your customers and create the exceptional experiences they are looking for.
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