Four things digital customer data can tell businesses about their customer service.
The proliferation of digital activity has created a substantial increase in the creation and collection of digital customer data. By one estimate, 90% of all data was created in the last two years, and much of it is about people - what sites they visit, what they search for, which emails they open, and so much more.
For many companies, it's just too much data to process into usable information. But sophisticated analytics tools are changing that and helping organizations use digital customer data for various types of initiatives, such as client segmentation and targeted marketing efforts. Digital customer data can help organizations more completely understand their customers because it provides information about characteristics like online behavior and purchase preferences.
Digital customer data is often considered to be the "property" of marketing teams because it can inform so many marketing decisions. But digital customer data can also enlighten organizations about their customer service, especially when combined with contact center data.
Here are a few examples:
1. Customer paths to service
Digital customer data can help organizations understand more about the customer journey, specifically what path people took when they needed customer support. That can help leaders identify areas that need improvement. For example, if a high percentage of customers start their support journey by searching website FAQs but then end up chatting with support, that may indicate the FAQs need some work.
2. Demographics by channel
Businesses can flesh out their customer segments by analyzing demographics of users by support channel. This could help with personalization efforts, like guiding customers to the service channel that is likely to satisfy them the most.
3. Types of issues customers are using digital channels for
Sophisticated contact center interaction analytics tools can identify the nature of digital channel contacts. This information can then be used when making support channel decisions or to help identify future initiatives.
4. Sentiment analysis
Are chat users happier than customers who use phone support? Are customers more inclined to send an angry email than an angry text message? Sentiment analysis tools can sift through digital customer data from contacts and determine if customers were happy or hot under the collar. This information can be used for establishing procedures and agent qualifications.
NICE CXone can help turn digital customer data into actionable information.
NICE is the leading cloud customer interaction platform—100% focused on helping contact centers achieve their customer experience goals. CXone Analytics turns insights into results by making data relevant, easy to consume and actionable to drive measurable improvements and understand the omnichannel experience customers receive. Download our brochure and find out more about how CXone Analytics can transform your digital customer data.
Related resources
Any digital channel
Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.
Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
Empowered agents
CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.
Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management
With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.
