Using Analytics to Understand your Customers

In Customer Engagement, Data & Analytics by Amy Taylor

Customer Satisfaction

Customer satisfaction is at the heart of success for businesses of all shapes and sizes.

The development of social media platforms has made the customer more transparent than ever, giving them the power to bring in more business – or drive it away – via recommendations and rants posted on Facebook and Twitter.

So, how do you know if your customers are happy? Well, that’s where Data comes in. Thanks to technological advances, companies can use data to harness the growth of their business and use it to their competitive advantage.

The Proof is in the Analytics

Businesses that use analytics tools to understand customer behaviour have a 12 per cent faster first-response time to customer inquiries; and they completely resolve inquiries by 16 per cent, according to the most recent Zendesk Benchmark report. The data can then be used to develop better strategies and improve business.

Big data can, of course, be overwhelming. But start simple, and start with what we know makes customers happy. Zendesk’s research has taught us that a fast first-response and a prompt resolution are consistently what customers rate highest in what they want from companies.

Then, look at your data in context and try to identify any trends. Is there a peak time of calls during the day? Does this slow response times? This data can identify the problem and help provide a customer service solution. If there’s a particular shift of employees that are responding quicker than others, that could indicate higher proficiency or understanding.

By marrying data with context, your business can find out what’s working, what’s not, and implement ways to improve. If some people are working more efficiently than others, for example, you can use their knowledge to train others, or hire based on their key attributes.

Analytics can play a critical role in delivering efficient customer support and, ultimately, satisfying your customers. They key to making money is assuring that your customers are coming back. Great customer service is a constant improvement process, and that’s why it’s worth taking the time to understand data.

Are you interested in how data works for your business?

Join us on 8th October 2014 in London for the Consumer Text Analytics Briefing to learn how to use Data analytics to improve customer satisfaction and brand reputation. Learn from their expert knowledge on how you can move forward in this innovative sector. Download the brochure here.


Image: Stavos Flickr