Why data should be an integral part of your customer support

If your business has customers, you have customer data. And your customer data is the key to fuel anything from sales and marketing, to improving your customer experience.

Customer data is pretty vague. It is basically any information that your business collects about its customers - anything from contact info, to demographics, to how your customers use or interact with your product.

This data is incredibly valuable to your business, and you should be collecting and analyzing it if you want to offer products and services that meet the needs of the people you're trying to serve.

Most businesses already collect customer data in some shape or form. However, using it effectively to fuel your growth is another story. This is especially true when it comes to customer support.

Customer support is one of the most important factors in growth of sales and customer retention - yet it is critically underserved when it comes to customer data.

90% of customers use customer support as a factor in deciding whether or not to do business with a company.

This is why looking at your customer data in relation to CS is so important. How do you know you're providing good customer support if you're not looking at the data?

One way to look at it is by checking for patterns. Do you frequently get similar requests from your customers? If so, that's an area that needs attention.

Personalization

Personalization in the customer experience is key. Using your customer data can help you create a more personal customer support experience at scale.

Your data will show you who your customers are, what they like, what they buy, how they use it, and so much more valuable information that can help you tailor your support to their needs.

This is also extremely valuable for new products or features. Customer feedback should be a key part of your development cycle.

Without customer data, you wont fully understand what their main pain points are and how your product can best serve those needs.

The data is there, but its fractured.

When you're collecting a wealth of data across multiple channels, it can become difficult to make sense of it all.

As a result most of it gets lost, or an incomplete picture is created - in other words, context is lost.

Using the right tools to manage and process your customer data is going to help you make sure that information isn't siloed, and that everything is stored centrally so the whole team has access to it.

At the end of the day, your customer data, if used correctly, will allow you to create a better customer experience.

And good customer experience leads to higher sales, lower churn, and overall more satisfied customers.

Author

Emma Bakh

CX Manager

Contributor