Data strategy is an important part of your customer service planning. Here’s how to make sure you’re collecting the right information to succeed.
Delivering winning customer service requires that you understand who your customers are—and what they’re looking for. While your team may have a variety of technologies and touch points in place to collect vital information, a strong customer service data strategy is the starting point.
If you’re not sure where to begin or how to create a well-rounded understanding of what you should be tracking and why, you’re not alone. But the good news is that it’s easy to get started with a customer service data strategy, even if you’re starting from scratch.
Define Your Objectives
Customer service teams have a lot on their plates and starting with an understanding of what you’re trying to measure and improve is a smart way to start. One colleague of mine wanted to identify where there was friction in his company’s customer service process. After implementing some basic metrics for his call center, he determined that he needed to better understand customer expectations and then put that information into context. If customers expected to wait 30 seconds or less, and the call center’s pass-through time was 5 minutes, that was a glaring error to be addressed. By defining an objective, it’s possible to home in on what information is most likely to have an impact.
Scope Your Sources
In today’s age of big data, most organizations aren’t struggling to find information—they’re struggling to find the most important data among all the insights that can be tracked. One way to do this is to scope your sources and focus on the most important information that can be accessed. Outline the sources that are available to you, and then determine the best way to access them for timely insights that don’t disrupt the customer experience. For example, could your customer relationship management (CRM) provide insight into what customers have bought recently, rather than having to ask customers a similar question?
Prioritize Real-Time Insights
Historical data on what has worked and what has not worked in your customer strategy can be helpful. However, real-time insights might ultimately have even more value. For example, the kind of data that helps customer service reps personalize their greetings, target information to the right products and services, and resolve issues faster has infinitely more value than the same data in a noncustomer context. Look at how data can power your CX, and then make that information your top priority.
Serving customers is a hands-on job—and having access to the right data makes the process simpler. If you don’t have the necessary information available, start by devising a data strategy to support your larger customer goals. The investment is likely to pay off over the long term with happier customers and a positive impact to the bottom line.