As the age of technology has changed the way companies address customer service, so has it changed the way customer service is measured and analyzed. Big data analytics allow businesses to collect more data on customers than ever before. That information can be used to hone service to a customer’s specific needs and wants, for the best possible customer experience. Check out how big data analytics can change the way you see your customer – and how your customer sees you.
What are Big Data Analytics?
Big data analytics combine a wealth of customer information into a single set of metrics. These include a variety of customer channels, including the ever-popular social media, as well as traditional modes of communication like the contact center, email and live chat. In addition, big data analytics uses a wealth of other facts, such as location and weather, to pinpoint the needs of both current customers and prospects.
The key to effectively analyzing this information is to look for points of intersection where different factors combine for a better understanding of your customers overall. Examine customer buying histories, social media comments and service satisfaction. The wealth of information you can glean from this process is truly amazing – from customer’s buying habits to their contact preferences.
In addition, you can use big data analytics to hone your own customer service department to create the highest possible level of customer satisfaction. Use your data to determine where customer satisfaction is highest and the employee attributes customers value the most. Track the gist of social media complaints and identify weak areas in your customer service touchpoints. With this information, you can tweak training and refine your hiring practices to put the most effective service employees on your front line.
Social Media Tracking
One of the key benefits to big data analytics is the ability to track social channels. Social media, such as Facebook and Twitter, see an abundance of customer complaints that may not make it directly to the company. Frustrated customers tend to find it more convenient to vent on these sites than construct a letter or email to the company that offended them.
When companies incorporate social media management into their big data analytics, they can more effective personalize customer service to the customer’s specific needs. By tuning into customer input on these channels, businesses obtain the information necessary to truly take their service to the next level. In addition, the management of social media allows companies to address customer issues promptly and to the customer’s satisfaction, which is one of the most effective ways to win over a loyal customer for life.
Spending on Big Data Analytics on the Rise
With many potential benefits of big data analytics, it should be no surprise that companies are spending more in this area today. ZDNet recently reported on research from Gartner that shows spending on customer service management is on the rise, and that the majority of that investment is going into big data analytics. As companies strive to learn more about their customers using data that is now available, there is the expectation that customer service quality may also be on the rise on a widespread scale.