Today, brands collect a lot of information about their customers. From the purchase history to social media comments, customer reviews can be collected from several points. Also, contact center metrics like average resolution time and first contact resolution provide data on how the customer experience software is affected by brand practices. By closely examining information from the various channels, brands can use this valuable data to create richer customer experiences. Here are five ways to use big data to improve customer experience.

Identify the metrics that need improvement in the contact center.

Metrics can say a lot about the experiences your customers are having. For example, a longer average resolution time (AHT) or low-resolution rates at first contact (FCR) can indicate communication or organizational problems that need to be resolved. Are operators able to efficiently contact supervisors when more help is needed? Do operators know how to work well with the CRM database? Understanding such metrics can help improve contact center practices and the overall customer experience.

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Understanding the client’s feelings allows him to connect on an emotional level.

The customer’s emotions play an essential role in their relationship with the brands. Using big data to better understand how customers feel is essential to connect with them on an emotional level and earn their loyalty. Data sources can include formal inquiries, call transcripts, comments on social media, and virtually any interaction between a brand and a customer. Brands must analyze comments quantitatively and qualitatively to improve their service. For example, smoother language, more emotionally appealing marketing campaigns, and more personalized service.

Simplify service and save customer’s time

Whenever possible, brands should do their best to simplify processes and save customer’s time. For example, if customers are routed frequently, it may be necessary to assign operators to more appropriate roles or improve IVR menus efficiency. If abandonment rates are high, give customers callback options can make sure you don’t waste time waiting.

Improve communication

Customer comments and satisfaction scores can be used to improve communication both between employees and with customers. For example, suppose customers complain about an operator’s tone of voice or the pace of conversation. In that case, operators can receive training to improve their interpersonal skills or confirm with customers that they have understood a question well before taking the next step. Similarly, suppose operators are not performing optimally because they spend too much time looking for peer support. In that case, a better communication system can be put in place to make service interactions more efficient.

Improve targeted marketing practices

Big data is also essential to implement targeted marketing practices. For example, paying attention to click-through rates on calls sent by marketing emails, text messages, or other channels can reveal whether or not a particular marketing strategy is driving sales. Geolocation data can also give brands opportunities to reach customers close to physical stores or even while inside the store. Brands can use this data to share information about sales events or extra discounts that can be applied at the store. As brands collect various data types about their customers, interpreting that data in a more thoughtful and customer-centric way can lead to improved service practices and more pleasant experiences for customers.