How to Use Customer Data to Optimize CX: Digital Channels Can Help You Map the Journey
We know that harvesting customer data and feedback can help you be more anticipatory of your customer’s needs. And being more anticipatory will help to expand rather than constrict your customer service abilities.
But did you know it could also significantly increase your revenue, too?
A recent Gartner study found that customer feedback can increase upselling and cross-selling success rates by 15% to 20%. In the same report, Garter revealed that customer feedback can also help decrease the cost of retaining your customers. Of the participants they polled, they found that those brands that have existing customer feedback loops and actively collect, analyze, and action that data spend 25% less on customer retention than their counterparts who don’t.
Getting into a groove of collecting feedback and adapting your services accordingly makes immediate and long term experiences better because it allows you to serve even the unexpected wishes of your customers. If you take nothing else away from this post, remember this: When used correctly, customer data can help you answer questions you haven’t even asked yet.
Where’s the Proof?
A good example of how important customer feedback is in generating revenue and creating a superior CX strategy is seen in the ways brands like Apple and Amazon approach customer service.
Tim Cook personally responds to up to 100 unhappy customer emails per day. Jeff Bezos has been known to periodically comb through customer service queues and forward messages from dissatisfied customers to members of his leadership team and insist the issues be resolved immediately. It goes without question that both of these brands have set the bar for how people expect to be treated by brands.
But we don’t even have to look that far to see solid examples of superior customer experiences constructed specifically to collect better information.
Evidence of this can be seen in a well-designed IVR or an agent who is assisted behind the scenes by an intuitive desktop with the ability to see previous histories and place conversations in the right context.
Collecting customer feedback is the overarching intention behind putting the below 6 elements in place:
- Digital channels provide choice.
- Personalization provides relevance.
- Seamless omnichannel experiences spanning voice and digital provide convenience.
- While gap analysis, performance analytics, and unified customer profiles are the linchpins of the entire service ecosystem.
Are you customer data literate? Take our self-assessment to find out.
With all of the pressure on margins and contact center performance, it can be easy to overlook the opportunities that customer data presents.
While customer data can be a philanthropic tool it can also be a very self-serving one, too. This is because the better you become at servicing your customers the more willing they are to return because they see you as having their back.
Where Data Can Make Inroads with CX
Maybe a better question is where hasn’t data made inroads in enhancing customer experiences? From social media to how we now make big purchases like homes and cars, data makes things more accessible and easy to interact with. It takes complex interactions and makes them easier when we’re used to it, but how come when we’re not we’re suspicious of its benefits and applications?
If I were a betting woman, I’d say it’s probably because data analytics sounds scary. Its views are too boundless, its possibilities a bit too reminiscent of Alice tumbling down the rabbit hole.
Well, we’re here to make the case that you don’t have to be Apple or Amazon to successfully mine your data lakes for gold. Instead, we want you to use data to do a few things really well. After all, leaving your agents to be a jack of all trades leaves them masters of none.
Below are 5 instances where data literacy coupled with a solid business intelligence tool can make serious inroads in improving your overall CX strategy.
1. Help contact center managers be more proactive.
Harnessing customer data can help you develop deeper profiles and know instantly how to start conversations. The ability to leverage the information that is known about a customer allows agents to proactively offer additional services or look for upsell opportunities. An understanding of call patterns and why and when customers call helps contact center managers with scheduling.
2. Get a handle on customer attrition by quickly identifying at-risk accounts.
Agent scorecards for CSAT and NPS levels can offer a wealth of actionable information. When customers submit support tickets, they aren’t just telling you that they’re struggling. They’re offering valuable information about why they’re struggling. You should collect this data and analyze it for patterns. Do most escalations revolve around a certain product, feature, or service? Maybe they happen at a certain time of the month or year.
When customers contact you, they’re not doing it for their health. They’re offering valuable information about where you can improve.
3. Ramp up first-time resolution rates.
Using data in smarter ways can help your ramp up first-time call resolutions by assisting you in defining better FCR criteria.
4. Reduce wait times by adding variety.
Voice is still the primary escalation point for customers; it’s where they go to get answers quickly and resolve atypical issues. But with voice often comes long wait times. By adding channels like two-way SMS or other messaging options you can whittle those wait times down by diverting low-issue traffic to digital channels. With the right data analytics in place, you can become even savvier by pinpointing repeat issues and routing them to more convenient channels
5. Identity agents who consistently dazzle.
Not only can harvesting customer data allow you to forecast your staffing and training needs, ensuring that the right people are in place at the right time to assist callers. Customer data helps your agents focus and spend more time on what’s actually valuable. It’ll help you to prioritize better at an organizational level and also help your agents on the frontlines become more efficient.
We know that your agents have a tough gig. Reward top performers faster with better insight into who’s sticking to the script through AI-powered call recording and agent screen cards.
Be Intentional with Data
Not to sound all New Age-y, but be intentional with the ways you use customer data.
That means don’t just set it and forget it by putting a mechanism in place to open a dialogue with customers that you don’t intend to learn from. Interpret the data, draw insights, and ask the right questions. This will help you better understand where your journey is going (okay, I’m done with the hippie-dippie euphemisms now, I promise).
If you’re clear with customers about what they’re getting when asking for their information people are surprisingly open to sharing. Gathering customer feedback can become a collaborative exercise when your customers understand why you’re asking and where it is you’ll be able to take them once you get the answers.
LiveVox is a leading provider of enterprise cloud contact center solutions, managing more than 14+ billion interactions a year across a multichannel environment. With over 15 years of pure cloud expertise, we empower contact center leaders to drive effective engagement strategies on the consumer’s channel of choice. Our leading-edge risk mitigation and security capabilities help clients quickly adapt to a changing business environment. With new features released quarterly, LiveVox remains at the forefront of cloud contact center innovation. Supported by over 450 employees and rapidly growing, we are headquartered in San Francisco with offices in Atlanta, Denver, Bangalore, and Colombia. To learn more, schedule a demo today.