How to Make Your Data Actionable
Gone are the days of collecting all the data, all the time to make decisions about what’s best for your customers and business. Recent technology advancements and tools allow more nuance in capturing data that’s significant for your organization, while often being more cost effective. Instead of sponging up every available data point in an effort to understand everything, what if you focused on collecting the right data — and put it to work to enhance your customer experience (CX)?
In other words, what if you made your data actionable to improve the experience customers have with your brand? In this article, we’ll cover the factors driving the need for data — not necessarily more of it, but more focused and intelligent data points — along with three factors to know when making the move to data you can truly use.
Three Factors Driving the Need for More Focused Data
Factor #1: Personalization
According to McKinsey research, 67% of consumers say their decision to buy from a brand for the first time is influenced by relevant product or service recommendations, while 66% say tailored messaging influences their purchase intent. The same research found that 78% of consumers said that personalized experiences make them more likely to repurchase. Clearly, it’s no longer enough to know about your customer’s preferences; their experiences must now go beyond that to include specific personalization to their wants and needs. Use data for a purpose instead of simply collecting disconnected pieces of information.
Factor #2: Artificial Intelligence (AI) & Intelligent Automation
Using tools like AI and intelligent automation can help you get more out of your data. Because both fuel your organization with data and analyze it afterwards, AI and intelligent automation can drive significant enhancements to your CX. Unified customer data is a critical requirement to provide accurate next best actions for you to take to keep customers engaged throughout their journey, making for a frictionless experience. Once these are combined into a single customer data platform and augmented with third-party data points, AI deep learning is used to produce recommendations for the next best action, products, and services for your customers.
Factor #3: Channel Expansion
Growing along with your customers’ expectations is good. Doing that while preparing for unknowns in the future is even better. With channel expansion, you can incorporate real-time data to build a foundation that will give you agility and the ability to roll with the punches.
Now that we’ve covered what is driving the need for more focused data, let’s get into how to make it happen with the three pillars below.
Three Pillars for Collecting More Focused Data
Pillar #1: Proactive Data Strategies
Convert your deepened data points into strategies that can improve CX. Look for challenges you run into and opportunities that pop up to start making changes at the core of your contact center and CX operations.
Pillar #2: Data Unification
Instead of making customers and employees bounce between multiple systems, streamline your processes and systems to allow everyone to breathe a sigh of relief. With cloud-based applications, unifying data is simple — translating to a seamless experience for agents and consumers alike. Create a unified data and omnichannel experience for all.
Pillar #3: Data Automation and Intelligence
Use technology to your advantage. A few examples include:
- AI can make sure callers are routed to the best skilled agent for their specific need, reducing transfers and frustration
- Machine learning offers customers more relevant and contextual information that is continuously improved over time based on data trends or patterns,
- Predictive and conversational analytics can create an experience for customers that offers immediate responses rather than waiting on hold while giving customers a choice on their preferred method of communication
Data for data’s sake, doesn’t serve anyone. Instead, make sure you’re leveraging the data that will help you create more personalized customer touchpoints, smarter automation, and greater penetration into the channels where your customers interact.