“Without big data, you are blind and deaf and in the middle of a freeway.” Geoffrey Moore
In any company today, from the smallest mom & pop store to the largest banking institutions, every digital process or service used is generating tons of invaluable data and, in the meantime, organisations of all sizes are making data-driven decisions. That mom and pop store I mentioned could be using Instagram’s Insights tool to make sure they’ve got the right demographic of followers, while a banking institution could use everyday banking patterns to identify appropriate sites for new branches, or new services to offer. The volume data generated in our day to day operations is great but incomplete.
If we only consider the data generated in our customers’ interaction with our products we know how they’re using them, but not how they feel about it – that’s where Customer Experience comes in.
In most companies, the customer service and operations teams work independently of each other and thus work with separate sources of data. This causes two very distinct views of the business’ performance, for instance:
- The operations team of a bank knows that a customer failed to make a cash withdrawal because the ATM timed out during the transaction, but do they know just how frustrated with the experience the customer was on the phone with customer support? The chances are they don’t.
- Frustration with a new, but clunky user journey to deposit funds in a casino may be a common theme in customer support tickets, and the casino managers may observe a gradual reduction in deposits and sign-ups, but is anyone able to make the connection before it’s too late?
- Perhaps customers lost to churn are only identified weeks after they’ve stopped playing, however, a consistent pattern of channel usage, CSAT decrease, and increasing frustration are available in tickets. A Customer 360 model could flag these when the customer is merely frustrated by a bad experience, not weeks after they’ve already signed up with a competitor.
iMovo’s expertise in Customer Experience and Data Science is the key to unlocking the full potential of your data. The CX team’s expertise in Self Service, Ticketing Platforms, Live Chat, and Data Integration compliment our Data Science team’s expertise in Data Warehousing, Visualisations, and Analysis.
The best thing of all? iMovo’s bespoke approach to Customer 360 Advisory is tailored to the needs of the individual customer, from data-centric operations to start ups working with Excel. Contact us at [email protected] to set up a meeting!