The Power of Data in Delivering a Great Customer Experience

May 8, 2019 9:05:00 AM

Shoppers are increasingly jumping from online to offline and back throughout the research phase, evaluation process, price comparison, and ultimately, vendor selection. It’s no longer just about the highest quality or the lowest price. The customer experience (CX) is becoming one of the biggest influencers on consumer purchasing behavior. How do customers feel when they come in contact with your brand? Is it easy for them to connect, ask questions, and get answers in their preferred way?

The brand that offers the most ways to connect with consumers and delivers relevant information at each stage of the customer journey is likely to win the most business. People are willing to pay more for a better experience. That’s why having an integrated system that’s able to deliver the best customer experience possible is so important.

And part of delivering a great experience is highly dependent on the ability to leverage powerful data. People's demands and expectations continually change at a rapid pace. Does your data tell you what your customers demand? There are new tools and technologies that support the power of data in delivering a great customer experience.

Understand your customers with data analytics & sentiment analysis.

Data analytics tells you what your customers’ experiences are right now, what they have been in the past, and what they want or expect from your business in the future. Machine-learning powered bots are able to analyze smart conversations, using sentiment analysis to look at both the customer and the agent side of conversations.

Track customer activity and record customer engagements.

The unified, omnichannel features in next-gen communication platforms record and track customer engagements across all channels, giving you more data. But how is that data being analyzed and used effectively? If you can’t measure it, you can’t effectively manage it. Hopefully you have a platform that analyzes the data for you and makes intelligent recommendations. 

Automatically request customer feedback.

One of the easiest ways to elicit information from your customers is to automatically send post-interaction surveys. This is a quick way to gather more information from customers after every engagement. Using a communications platform that lets you set up auto-transfers at the end of every call or send brief surveys at the end of every chat will help gain high-quality insights and feedback. Customer experience expectations are higher than ever before. You need data that shows exactly what your customers think and how they feel after every interaction in order to improve and respond appropriately.

Adopt new technology that positively impacts your CX to get in front of the competition.

With the Edify platform, it’s never been easier to record contact center engagements, track customer activity, and proactively engage customers, amongst other things. Users can track customer activity, whether it takes place in the app or on the web, and user activity is recorded to replay and review. With each new interaction, agents have complete customer activity, engagement data and interaction histories at their fingertips. This empowers them to be more helpful and concise, going off-script and letting conversational customer service flourish. Customers enjoy connecting with agents who are able to be more personable.

All call notes, recordings and chats are stored in the engagement dashboard. And if the same issue is being reported frequently from customers, agents can proactively engage with them, letting them know an easy path to resolution or that a resolution is currently being worked on. This boosts the CX!

Expectations continue to grow. Leveraging data can be the solution.

The customer experience is dominating consumer behavior more than ever, so it’s pertinent to ensure you have the right tools to keep your customers happy. Businesses must have a communications platform where the software is robust enough to analyze their customers' behavior and interactions while making smart recommendations on how to act. Your system must have sophisticated tools to utilize data and improve the customer experience. If it doesn’t boost your communications and personalize the CX, we recommend checking out Edify.

Kendal Rodgers

Written by Kendal Rodgers

Kendal is the Marketing Manager at Edify and has been writing and curating content most of her professional career. She’s passionate about working with start-ups and sharing life experiences through storytelling. Kendal earned her B.S. in Marketing and International Studies from the IU Kelley School of Business.