Improving Customer Satisfaction with Big Data

Nov 20, 2014

No matter what industry or niche your company operates in, you can use big data to refine and better target your marketing outreach as well as enhance and improve customer satisfaction.

Big data is simply the sum total of both digital and traditional information from within your company as well as from outside sources that can be collected and mined to improve your business operation. That includes everything from the analytics that measure the effectiveness of your business website in converting visitors to the open-ended comments received by your call center representatives.

big data improves customer satisfaction

  • Unstructured data primarily consists of less organized information that is difficult to measure and interpret with traditional data models. Customer feedback and information collected from social media posts are perfect examples of unstructured data.
  • Multi-structured data, on the hand, is pulled from a number of different types of data formats, and is primarily the result of interactions between machines and people. A prime example of this is web log data of transactional information including product transactions and related financial information.

Customer Satisfaction is the Number One Metric You Should be Focusing On
Despite all of the amazing changes technology has brought to the business community over the years, the one thing that hasn’t changed is the value of old fashioned customer service. Without satisfied customers your business, or any business for that matter, is nothing. Increasing customer retention and improving overall profit margins is the key to business survival, and the proper analysis and application of big data can provide you with the insights needed to keep your business strong and viable.

Returning to that golden age of personalized customer service where the shopkeeper knew every customer by name and could anticipate customer needs and expectations is the whole idea behind using big data in your customer service efforts. While customers may not be exchanging pleasantries with the shop owner as in the old days, that feeling of being treated as an individual and not just as a number is as important today as it was yesterday.

Anticipate Customer Needs In Advance
When you use big data to anticipate customer needs in advance, you can deliver a better customer experience as well as increase the size of the average order. Information such as what and how often your customers make purchases, where they live, and how they interact with their favorite brands on social media networks is the type of seemingly unrelated big data that can help you offer customers a more personalized and rewarding experience.

Provide Faster and More Personalized Customer Service
When customers have a problem or complaint, they want a resolution fast and with a minimum of hassle. Big data can provide the necessary background information about each customer so that your call center representatives can get right to the heart of the matter without antagonizing customers with annoying and time consuming questions.

Identify and Solve Customer’s Pain Points
Big data can help you anticipate and create solutions for customer pain points before they become a problem. When you dig deep with big data to locate problems and issues inherent with your product class, you are putting your company miles ahead of your competition in nurturing customer satisfaction.