Data, huh, yeah. What is it good for?

This week, I had the opportunity to attend the Pittsburgh Technology Council’s summit on big data trends and best practices called “I love it when you call me big data.” The objective was to explore innovative strategies and technologies surrounding real-time data processing, data protection and privacy, industry regulations and compliance, and data storage.

Since the focus of this blog is customer experience, I was thinking about how big data can improve how organizations serve their customers.

The world of “big data” is changing dramatically right before our eyes, from the increase in big data growth to the way in which it’s structured and used. The trend of “big data growth” presents enormous challenges, but it also presents incredible business opportunities.

Can big data analytics in a service center can improve a company’s success?

Ongoing change in the business environment requires contact centers to be flexible in adjusting work processes to address new and emerging circumstances effectively and efficiently. One of Gartner’s recommendations of using big data analytics to improve the quality of interactions is by ensuring that your customer analytic strategy is the appropriate balance of measurement, process improvement, and business innovation.  (Source: Gartner Presentation, Engage Your CMO in Business Analytics, Gartner Customer 360 Summit, May, 2014)

Sources of big data can include:

  • customer survey findings about products and services
  • social media commentary about a product or service
  • the competitors’ offerings or service
  • the customers’ experiences with a company

Big data can help to increase sales, improve service operations and serve as valuable input to innovation. Analytics can uncover customer issues and competitive threats. Automated quality analysis, driven by speech analytics call profiling, selects the subset of calls that need attention. When insights are correlated, the support team can respond quickly.

Big Data Analytics can also:

  • Analyze streaming data in real time as it flows through the organization
    • This can empower the support staff to have the right customer information at the right time, speeding up the time it takes to reach a resolution, while making the customer feel like they are being heard.
  • Use predictive analytics and advanced algorithms to recommend actions in real time.
    • When problems arise, they have probably come up in the past. Knowing the common course to a resolution can help save a lot of time.
  • Empower decision makers to act on insights in the moment, with confidence.
    • Through data analysis, organizations can be proactive in their approach to service. Issues will always arise, but when armed with the right information, disasters can be averted.

The data is out there; smart organizations are leveraging data analysis to improve service, and ultimately sales.


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