Positive, personal interactions provide a competitive advantage
With all of today’s hype about big data, private cloud solutions and the latest technological advances, it can be easy to lose focus on what’s really important for business success – providing a positive customer experience. While your clients want fast solutions, they also want to do business with companies that offer personalized interactions.
For example, research by McKinsey & Company on “emotionally charged interactions” showed that 70% of respondents reduced their commitment to a company when they had a negative, emotional experience. “Many companies make the mistake of over investing in humdrum transactions but fail to differentiate themselves in the customer experiences that really matter,” states the study.
If this sounds familiar, you may be overlooking a valuable tool to improve customer service and beat the competition…
Do you use big data effectively to improve the customer experience?
If you want your customers to know they are a priority, take advantage of what your big data has to offer. Research customer behaviors and ask questions:
What are they viewing, sharing with friends and purchasing?
Have they changed their activities with current industry trends, marketing campaigns, economic issues or something else?
What kind of feedback are you receiving from them?
Answers to these questions and others will help you learn what your customers really want now and in the future. From this information, you can create specific processes that cater to their needs throughout their entire interaction with your business (whether it’s online, via phone or in person).
And this may be easier said than done if you are working with old and cumbersome data systems. But you are not alone. According to Slideshare’s “BtoB Marketing Analytics Spotlight Report,” organizations with more than 1,000 employees reported that “a lack of systems integration (54%) and issues with data quality and integrity (44%)” ranked highest for their key challenges working with big data.
If your legacy system is holding you back from obtaining the accurate and current customer information you need to compete, it’s time to take action.
Related: The CORE of the Matter
Find a big data solution that works for you.
To use big data to improve the customer experience, while increasing engagement and their overall spend, look for a solution that enables you to:
- Capture operational data in-memory and add external data to get customer insights across the entire organization;
- Use one user-interface with powerful analytics of customer transactions and data processing to offer personalized offers;
- Aggregate information based on user’s interests or spending patterns, producing a relevant mix of content personalized for each customer;
- Give customers instant access via IM, phone, video or email; and
- Provide service reps with access to saved activities to help customers at any point in their processes.
A positive customer experience will give you the competitive edge.
If your big data system does not have omnichannel capabilities that allow you to innovate, deploy sophisticated analytics and adapt to regulatory changes and trends quickly and easily, all while reducing costs and accelerating time to market, you are missing out on a competitive advantage.
Your big data solution should give you the information you need to provide a personalized and positive experience that your customers will want to share with others. If not, your competitors are way ahead of you.
What are you going to do today to create a more personalized, customer experience?
For additional help with your big data solution and enhancing the customer experience, please check out this information or contact us here.
