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BizReport : Ecommerce : December 01, 2016

Top 3 tips to improve customer service data strategy

Marketers have a trove of customer data at their fingertips and analytics galore - digital campaigns, website interactions, content consumption, online behaviors and conversation rates can all be tracked. Here's how to use this data to also improve customer service.

by Kristina Knight

Focus less on gaining access to more data, and instead focus on the right data

"More data doesn't necessarily give us the right insights to improve our business. Focus on bringing the right data together to create a holistic view of your customers' experiences, Listen to customers however it is they choose to share feedback. They expect brands to be everywhere and at all times," said Kristi Knight, CMO, InMoment.

Don't customer experience yourself out of business

"All of this data can create a false sense of understanding. It's critical to determine which elements of the experience our customers care most about, as well as the business impact. For example, I worked with a company that found a major source customer frustration was the amount of time they spent on the phone with contact center agents. In an attempt to fix the problem, the company invested millions of dollars in staffing up, but customers were still frustrated. After digging into the unstructured data, they found the real culprit: agents didn't have enough knowledge to quickly solve problems. We all have limited resources. Understanding this complexity will help focus efforts in the smartest places, optimizing the customer experience," said Knight.

Take action

"Having the right data and the most compelling insights is useless unless we take action. For marketers, this increasingly means that not only do we need to leverage this information to hone our own efforts, we also need to create an efficient process to share and encourage accountability in other departments," said Knight.

Tags: customer service, customer service data, ecommerce, InMoment

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