How to Gather and Analyse Data to Improve Customer Service

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3 years ago

If used well, data can be a precious asset to any company. Accessing and gathering data has never been easier, creating golden opportunities for companies – big and small – to improve their services, personalise customer experiences and create more effective sales and marketing strategies.

But, while gathering data might be a straightforward process, drawing conclusions and implementing solutions based on it can prove to be a real challenge. The most common use of data is to understand a business’ target audience and narrow it down for a more effective, optimised ROI. There is, however, another great benefit that come with owning a wealth of consumer data, offering top-notch customer service.

As revealed in Forbes magazine, “the key [to successful customer service] is for companies to build customer service operations that succeed without vastly expanding the budget”.

How can data help improve customer service?

Data centres can be a great asset to a management team, helping reduce human error in the way data is gathered and analysed. While the manual process is still very valid and effective, this would cause a quick burnout in today’s fast-paced world. A CRM system, like Microsoft Dynamics 365 for instance, can be an ideal solution for quick and effective data management that will require very little manual labour. This time-saving solution allows teams to efficiently handle support requests and customer service queries all in one place.

CRM systems rely largely on the correct implementation of all their apps and functionalities; agencies like the Microsoft partner Preact can help businesses connect data and implement smarter processes through the expert use of add-on tools and apps specifically designed to streamline processes. The information stored in your data centres, for example, can be implemented through the Dynamics Customer Service app to earn customer loyalty and empower customers and teams.

The potential of CRM systems lies in the opportunity for businesses and organisations to unify technology, streamline and connect processes and create brand loyalty through outstanding customer experiences.

How to use CRMs to manage data and improve customer service

Service quality is at the core of good customer service and, to achieve the best results, it’s crucial to gather the correct data and implement it with a clear, structured plan. The use of a CRM system, either independently or through a partner agency like Preact offering regular training and support, can be of great help.

  • Gain insights for service improvement. Through real-time reporting, you will be able to manage and oversee every aspect of your business efforts. Using interactive dashboards with analytics, you can gain insights on the services you’re currently offering and understand how these can be improved for enhanced customer satisfaction. The use of dashboards for analytics will help teams improve service quality through data-driven decisions.
  • Understand and pin down your target audience. Knowing exactly who your target customer is can facilitate your operations and help you establish what the best way to reach them is and how to encourage conversions. The data available is broad and varied and it can offer valuable insights on a specific demographic.
  • Use feedback to improve customer engagement. Gathering and analysing feedback is made easy when using a specific CRM tool for customer management. Through CRM tools, teams are able to collect feedback, ratings and comments and bring to light any performance gaps or customer dissatisfaction.
  • Offer personalised experiences. Companies that can offer a unique, personalised experience to their customers will stand out. Now more than ever, customisation plays a huge role in consumer experience, and data analysis can help you reach that. Using the data gathered, marketing teams can now design campaigns that will resonate with their target audience as specifically tailored to their needs and wants.
  • Use AI to understand trends. CRM systems like Microsoft Dynamics 365 can use artificial intelligence (or AI) to spot emerging trends and clusters of common cases which might be of interest to your business. This allow teams to follow trends and pick up on growing issues before these reach critical levels.

Can data analysis be an aid to your customer service team?

The key takeaway from the breakdown above is that data can, in fact, be a valuable aid to customer service teams, improving internal processes as well as the overall customer experience. Data analysis can be an effective way to dive deep into the minds of your target audience, helping you understand their pain-points to improve your services and products.

Whether you decide to assign the manual data gathering and analysis process to one of your teams or to use a CRM system to automate your processes, creating a data centre is a step forward for any business looking to offer outstanding customer service.

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