Do you remember the last time you spoke to an agent over the phone seeking some help? Did you get the solution immediately or did it take some time to reach a convincing answer or solution?
The answers to these questions decide how intelligently your customer support system has been designed to face such challenges of the customer service and how effectively the customer data is being used with total focus on the customers.
The specificity in the service that is sought by an individual customer is a vital factor to maintain a good rapport of the customer service. The ability to answer such specific needs comes with a sheer understanding of the customer behavior. The existence of data is unavoidable and its importance is immense. The idea for good customer service lies in data analysis. It always helps to keep an innovative approach towards making good use of the customer data and bring corresponding changes, accordingly.
Customer data is the factor which helps to improve your services substantially and when data analysis gets involved, the behavior of the customers become more predictable. And predictability helps to manage things better. The productive insights coming from data, help to get expected results, provided the unstructured data of your company is given due worth and is utilized well.
Let’s look at the scenario in more detail and understand that how data plays a crucial role in the customer service environment.
Data comes involuntarily on every step taken in business as well as by customer activity. This bulk of unstructured data gives many cues for innovations in the contemporary business environment. But you have to acquire the right tools to analyze this bulk of data and get meaningful results out of it. Today we have tools that help us analyze the unstructured data towards meaningful deductions. Most of the businesses are dependent on such data for better results.
So application of analytics helps you to understand patterns and trends that customers are looking for in the customer support environment.
Furthermore, intelligent data analysis also leads to powerful customer insights. A seamless customer experience is a matter of understanding the customers well and prepare a plan to respond with them effectively. The accumulated data supports and structures this plan.
A 2014 Gartner report suggested that 50% of CRM programs failed to meet client expectations. The same is true in old time as well. A company uses CRM tools to make a point that every aspect of good customer service should be taken into consideration for the best possible strategies. It also helps in taking the most efficient steps ahead of the benefits of the company.
The proliferation of the software industry and start-ups led many companies towards instant results. So most of the companies integrated CRM tools in their system without knowing that it was not on par, as the insights from data didn’t show up aptly and didn’t help to bring any meaningful changes. The supreme reason behind it was, they didn’t use the customer data effectively.
With the arrival of cloud technology, call center software came into existence and virtual call centers took shape. With specific details related to the customers that can be easily integrated into the company’s CRM, one can find an immediate solution to help the customers with much better customer support. Because the data is already there, the best one can do is, use it.
Customers differ in their interests and preferences for the same reason, it is necessary to give individual attention to the customers. While the customers avail the services they give many cues regarding, how efficient the services are and more. A data driven customer relationship management becomes crucial to maintain a sound customer support.
Most of the companies have a huge bulk of unstructured data , it’s their ability to reap the benefits out of it, which decides their efficiency for purposeful customer engagement. The data that is collected to help know the customers individually and provides a medium to the service provider to restructure and redesign the services to its best potential.
The best possible way to keep the performance of customer service high, depends on how effectively the customer choices and preferences are taken care of, by giving attention to the minute details related to the customers. By keeping an eye on the individual customers with the help of complex analysis of data, the scenario becomes more and more customer centric.
Virtual call centers have gradually turned out to be very meaningful in this stake as they work on a Call center software that uses meaningful deduction out of the data.
If the agent-customer conversation has more specific details related to the individual customers then customer specific points are brought in during the conversation that eventually lead to favorable results like sales acceleration and a better customer retention.
The customer related data is the base of today’s customer service environment and because of the same reason the best ideas of the customer benefits are the ones that totally depend on the results of data that give forward-looking insights about customer service.
Virtual call center tools use the customer related data and keep the deductions applicable for the best possible solution, that too without much wastage of time. Nowadays the virtual call centers using their data effectively have tremendous competitive advantage over others who are lagging behind in the usage of data.
Data is crucial and so is the way to handle it. Cloud technology is one of the best ways that has shown relevance to use this data productively. Cloud is undoubtedly the best solution for usage and retrieval of data.
Innovation depends on the results that one can rely on and these results totally depend on effective usage of data. In this current scenario, it is not affordable to miss out on the importance of big data that has great potential to face contemporary challenges, successfully.
By Kirti Khanna
