Customers are happy to stay with brands that provide excellent service, and that includes knowing what they want and offering it to them when they want it. To the customer, this seems like uncanny intuition, but smart brands know this doesn’t have anything to do with a sixth sense. Analyzing customer data is the only “magic” needed.
Collecting and storing customer data is doing nothing for you if you’re not actually putting that data to use, though. Here’s how to make customer data work for you.
- Personalize the customer experience.
Today, simply having an app or website that works isn’t enough. A personalized customer experience results in better engagement, conversions and revenue. The customer should have their interests and preferences catered to when they log in. For example, customers who always pay online – and who don’t usually log in for other reasons – can be taken directly to the payment page.
- Fix problems quickly.
Real-time analytics show what’s happening now, giving you the chance to solve problems before they become catastrophes. For example, if a customer is having a problem with the support agent, you can jump in to solve the issue before the customer gets off the phone. If you end the call on a positive note, they won’t be tempted to bash your business on social media. You can also collect data from different social media platforms to discover when customers are talking about you online, and then get in on the conversation to solve issues fast.
- Figure out what you’re doing wrong.
Customer data can show you where visitors are getting stuck or at what point they’re abandoning your app or website. This can help you hone in on areas that aren’t working so well, giving you the opportunity to streamline processes even more. For example, do you notice that customers who try to engage in a live chat via the app often end up calling for phone support? Maybe the chat freezes or agents are too slow to respond.
User data can be turned into reports for all sorts of information, and customers can be segmented in a variety of ways, giving contact center agents the chance to provide excellent, targeted service. The best approach is to figure out which data you need so that you spend more time using it than you do collecting it.