Any organization with a call centre or with customer-facing employees receive complaints and compliments on a daily basis. They talk to customers via the phone, email, messaging App or face-to-face and while doing that, they create massive amounts of data. Unfortunately, very few organizations actually use that data to improve their customer service. While in fact, that data contains valuable information about your products or services.
Thanks to Big Data, organizations are not better capable of understanding their customers (latent) needs. It can enable them to better respond to customers requests, simply because they better know their customers. But then again, organizations should start collecting, and using, all that data.
Unfortunately however, many organizations just log customer complains/compliments/requests in a standard CRM program. They are not opening up the data to the rest of the organization, let alone combine it with other data sources for more insights. That is a pity, because the potential for organizations to improve their customer service with Big Data is enormous.
The below infographic, developed by ClickSoftware, offers an overview of the various opportunities for organizations when they start applying Big Data best practices. Above all, Big Data enables sales and marketing teams to have a better understanding what customers want and are able to create personalized messages that will improve the conversion rate. In addition, complaints can be handled faster. Even better, complaints can be prevented if an employee has all possible information at hand when dealing with a customer.
In order to achieve that, organizations, small or large corporates, should start with collecting data at various customer touch points, consistently and correctly. When the data is collected, customer metrics and smart algorithms can be used to improve the relationship with customers. This will reduce the amounts of complains, and very likely increases the amount of compliments.
