How much do you really know about your customers besides their names, phone numbers and addresses?
In today’s highly-competitive marketplace, it’s important to understand why customers make the decisions they do, how they feel about those choices and what type of experience they had. Armed with this information, you can start delivering a better customer experience. In order to do so, however, you have to gather the right data.
Customer analytics, or data gathered about customer behavior which is often used to make key business decisions, is hugely beneficial for contact centers as it gives them insight into the mind and motivation of the customer. In fact, according to a 2012 survey of 600 executives from the U.S. and the U.K. from Accenture, 60 percent of businesses are using customer analytics to improve the customer experience and 69 percent are using it to improve customer retention and acquisition. So how exactly does customer analytics help improving customer experience?
Gathering customer data can help identify and measure important trends as well as see what topics are trending, such as reoccurring complaints or inquiries. Once you’ve identified these trends you can then make strategic decisions to get ahead and improve the customer experience – whether it’s revamping a product based on customers’ reactions or improving the overall sales process.
The bottom line is this: Customer feedback is worth its weight in gold as it will help you reinvent and improving customer experience, while simultaneously strengthening customer loyalty and improving your bottom line.