Quality Customer Service Requires Predictive, Real-Time Insight

December 13th, 2013 by - 8,678 views

In today’s increasingly crowded and fast-paced business world, organizations are continually pressured to meet the rapidly evolving needs of prospective and existing customers. In many cases, embracing Big Data strategies will enable firms to collect large amounts of information, analyze those assets, and turn them into meaningful insights that will help build better relationships with customers, ensure retention, and enhance loyalty.

Quality customer service requires predictive, real-time insight

Quality customer service requires predictive, real-time insight

Businesses that don’t provide customers with a unique, holistic experience will feel the repercussions of not doing so faster than ever. The proliferation of social media and other highly collaborative web services gives consumers a booming voice over the Internet. This phenomenon is encouraging organizations to adopt more innovative customer service programs that allow decision-makers to understand what customers want before those demands are requested. The only way to achieve these capabilities is through the use of Big Data analytics.

The real-time necessity
Executives, Support staff, and other customer service representatives need the ability to identify poor experiences as quickly as possible because waiting too long and allowing customers to leave an interaction on a bad note can results in major long-term consequences. Although monitoring conversations between corporate employees and consumers can help decision-makers gain more insight into how their agents are handling queries, this practice doesn’t necessarily provide the time needed to make adjustments before it’s too late.

Rather than taking this traditional reactive approach, companies should become proactive. Launching predictive analytic initiatives to collect large volumes of data on prospective and existing customers can help identify current and future trends. This information gives decision-makers a unique perspective on what customers actually want, making it easier to meet (and hopefully exceed) expectations while developing a reputation for responsiveness, innovation, and ease of use.

Overcoming unforeseen hurdles
Big Data technologies hold the promise of gaining a deeper understanding of customer behavior. However, decision-makers must guard against being too ambitious by collecting every scrap of information available in the hope that a certain piece will provide insight into a certain process. Embracing Big Data in this way can potentially lead to performance and efficiency problems, even if a company uses cloud computing technologies to match the scalable needs of increasingly large and complex information sets.

Instead, executives should look at their specific customers, processes, and objectives. In many cases, collecting data from only a few sources that align with long-term demands will allow firms to develop a stronger understanding of what operational aspects they need to improve. Doing so will also let them build a more realistic foundation for customer requirements, which will ultimately make improving service procedures less complex and more rewarding.

Because consumer needs are constantly transforming, Big Data initiatives need to be highly adaptable. If organizations construct a rigid strategy with immovable policies, they’ll encounter more difficulties when those processes need to evolve to align with customer expectations. A better approach requires decision-makers to continually review and revise ongoing projects to mitigate unnecessary complexity when the time for abrupt change arises.

Customer service is and always will be the keystone behind a successful business. Organizations that can’t meet the demands of prospective and existing customers will find it difficult to remain competitive. Instead, decision-makers should embrace realistic, flexible Big Data initiatives that enable them to acquire real-time insight into what their customers truly want and need. That way, they’ll be able to successfully deliver the right services and products at the right time to the right recipients.

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