Cluttered and siloed data can stand in the way of providing a great customer experience. However, when customer data is decluttered and analyzed properly, businesses gain valuable insights into customer behavior, which can shape internal decisions and create new revenue streams.
Tapping into customer support data is just the first step. Ensuring that data is shared with the right people at the right time, and in the right way can be a challenge, and key messaging can quickly become lost.
Customer support leaders need to manage their data collection in a way that makes it easy to use. Here are four ways to quickly cut through the clutter.
1. Unify Your Customer Tech Stack
Bringing your entire tech stack onto one platform and using a single software for all your contact channels – email, live chat, messaging, social media – not only keeps data in one easy-to-access place, but also gives support agents a more holistic view of the customer which can empower them to make smarter and more informed business decisions. This is not only true for customer support platforms, but other platforms, too, such as CRM solutions. Using one provider for all customer-facing engagements – sales, support, and marketing – protects against data silos and turns every customer into an individual.
Go one step further – use software that not only empowers customer engagement across multiple areas, but also offers intuitive, low-code solutions that make it easier to connect back-end tools such as order management systems into your customer support and CRM platforms. With that, you have a full 360-degree view of your customer in one place that you can mine for rich insights.
2. Implement Customizable CX Solutions
With data tracking customization, the data collected can be tailored using methods like flexible fields on ticket forms so that the data needed for your business is front and center. Similarly, you can use custom objects to ensure you track (and report on!) customer-specific data that is uniquely relevant to your business.
Added to this, the ability to build custom dashboard, reports, and especially custom metrics empowers you to track data on your terms and create richer, more relevant business insights. The faster you receive data and the more relevant that data is, the more you are empowered to deliver better service to your customers.
3. Embrace AI and Automation Technologies
Automation makes customer support easier for everyone. AI isn’t just for customer support chats – it can be used to enhance your customer data as well. Whether it’s auto-tagging contacts based on keywords and phrases to gain additional insight into the challenges faced by customers or setting alerts to sound when certain metric standards are violated, these types of automations can help leaders stay on top of their organizations.
Another automation tech for you to consider are anomaly trends – the ability to segregate data anomalies for further review. This allows you to decide which data is relevant to your needs.
Lastly, AI-powered forecasting technology can help you take data from the past and make crucial predictions about future contact volumes, enabling you to plan your resources better and more cost-effectively.
4. Empower Data Gatekeepers
This doesn’t mean all data falls to one individual gatekeeper, but determining internal ownership and access to data will ensure that individuals team can access an analytics system within a customer support platform without incurring additional and unnecessary expenses like using a third party consultant. Rather, save this spend to be used when you need consultations and high-level training to keep your data owners up-to-date on the latest data offerings and any new technology features.
Being able to access, organize, and analyze your own data internally ups your chances for providing real-time customer support and ensuring you have access to address questions or concerns with your data quickly and efficiently.
Revamping your data will not only make it easier for your CX team to do their jobs more efficiently, but will lead to providing a better customer experience and strengthen the opportunity to increase revenue. It’s a win, win for all.
