How to Use Big Data to Transform Customer Experiences?

So there is one thing you all will agree on – the field of customer care depends significantly on data and how you analyse it. Think about it, how would you go about your customer care solutions without easy access to data?

In fact it is imperative that you select the best call center software for small business which helps you compile and analyse data effectively. Without having access to certain data, you are basically blind while dealing with customers.

Imagine a situation where a customer calls you up to enquire about an order they had placed earlier. Unless you have their entire purchase history in front of you, how do you intend to fulfil their demands?

In this aspect, there is something called “big data”. Well, although it sounds rather intimidating and complicated, it actually isn’t so.

Big data, as the very name suggests, happens to be the huge amount of data that you have to deal with in this field and the trends, analytics, etc that help you analyse it.

The more your customers, the wider is the scope when it comes to your data. The formula is as simple as that. Of course, you have to be extra careful about the way you handle this data and the kind of software you use.

Not all software technologies would help you understand your data effectively, and in a secured way.

Selecting the best call center software would be one of the helpful exercises in the long run. Remember, there is indeed a long way to go. First, you would have to accumulate the data from all your sources and finally analyse it.

Without a good software handy, you can kiss a seamless customer care operations goodbye. But let’s not be that pessimistic yet. Let’s focus on the countless benefits that effective handling of big data brings.

Basically, if you use big data effectively, you get a glimpse of the mind of the customer you are dealing with. Most companies use big data to understand what their customers like or dislike and what their preferences are.

What do the customers like or dislike? What works for the customers or what doesn’t? These are a few questions big data can answer. And once you get hold of that, providing call center software solutions becomes a whole lot easier.

Let us take a look at some of the other ways in which big data can enhance your customer care:

1. Take into account all the channels at your call center. If you are a modernised call center, then you must have opted for multichannel customer care. That means, you aren’t sticking to just one mode of communication.

Emails, text, live chat et cetera – all these are part of your operations too. Now if you are looking at customer data, simply going for one of these channels would mean you are losing out on a lot.

And that is something you definitely want to avoid at all costs. Instead, you should pay equal attention to all your means of communication.

2. Basically, using big data would reduce your call handling time. When your customers call you up, if you already have the data ready with you, which saves a whole lot of time.

You wouldn’t have to put your customer on hold nor would you have to make them wait while you look for information and solutions.

The data is at your fingertips. What more could you ask for? If you reduce your call handling time, you are automatically increasing the number of calls you handle during the course of the day.

In the long run, that is beneficial from a business point of view.

3. Regardless of the kind of call center software you are planning to use for big data, it must support the use of data analytics.

Data analytics are certain tools which help you conglomerate your data better and also understand it thoroughly. For instance you have metrics that analyse speech or speech analytics.

That means, the tool would instantly pick up certain hints in the voice of your customer when they call. These hints would help you understand what the customer wants or if they are in a bad mood.

These little pointers can certainly help you handle customers better.

4. Using big data would help you understand what your customer wants. More often than not, you make marketing and sales offers to your customers without understanding what the customers are actually looking for.

Naturally, your offers miss the mark and cease to have effect. However, with big data to help you out, you would have a clearer idea of what each individual customer wants and can thus direct your advertising and marketing strategies to them strategically. It would certainly work to your advantage.

5. Using big data can help enhance internal communications at a call center. This is how it works. Say, you handle a particularly challenging customer with a unique problem.

You would certainly be taking notes for it. Earlier on, it was pretty tough to get these notes across to other agents who might find them useful.

But with big data and good call center management software, you can upload all your notes into the CRM software. This then becomes part of the big data that is easily accessible to all the agents. This helps promote a sense of harmony in the workplace too.

6. Self service is gradually emerging as the future of customer care. However, there is one tiny problem that plagues call centers. They lack the infrastructure and the data backup that such self service demands.

If you want your customers’ experience to be flawless and seamless, then you need to back that self service facility up with big data. For bigger brands with a larger number of customers, big data is the only way out. It is also the only way of ensuring you retain customers.

7. One important source of big data would have to be your customer interactions. After all, that is what your customer care solutions depend on.

Your customer interactions can tell you a lot about what goes on in the mind of your customer, and that automatically falls under the big data category.

For instance, such big data software also supports the use of call recording services. If you get to record your calls with customers, that can be used for future reference as well.

These recordings too get stored in your database and can be used whenever you need to.

8. Training your agents is equally important. As a call center, you need to train your agents to handle the big data and the analytics that come with it.

Your call center managers and agents should be comfortable with compiling all the data, going through it, processing it, analysing the results and then putting them to use.

For instance, if your agents haven’t been trained with personalised services and its ways, they might find it pretty hard to use. It would actually be better if you could have special training programs too.

9. There is a common tendency to treat their network traffic as a burden – something that must be avoided at all costs. But don’t look at it that way. Look at it as a welcome opportunity.

If you treat your network traffic as the latter, it would help you gather more and more data which could be put to use. Basically, the more traffic you have, the more data you have and the more data you compile, the more insight you get into the mind of the customer. And we all know how helpful that can be.

10. Don’t take your customers for granted. Don’t pretend to know that you know what they want or need. Don’t generalise your customers.

Each customer is different and each customer comes with a different set of expectations and demands. So if you try to fit your customers into a single category, that would do you more harm than good.

You would not only be unable to figure out what the customer wants but would also fail to meet the expectations of the customer.

11. In all kinds of data, there are blind spots. You know what blind spots are right? They’re the ones responsible for you missing out on valuable information.

These blind spots can thus prove to be extremely harmful as far as customer experience is concerned. One way of avoiding this is to ensure that you capture everything.

You need to keep a solid record of everything and keep a tab on everything that goes on. Thus even if you miss out on something, there is a record to help you out.

12. Yes, we are calling it big data. And we even mentioned about how huge the scope of this big data is. But we aren’t simply talking about quantity – we are talking about quality as well.

The data we are talking of isn’t just big in terms of quantity (although that is definitely true in most cases), it is big in terms of quality too.

You cannot just focus on getting your hands on the maximum amount of data. That would be compromising on the quality of your data. Instead, we would advise you to focus on the quality as well.

13. Your company and your big data analytics need to be agile and versatile. Your company is growing with each passing day.

Every customer earned is growth and you need to take that into account. Also, you need to remember that customer expectations are changing every day.

Customers five years back are very different from those today. Thus, the way you use your big data has to be adaptable enough to manage the ever increasing need and changing demands.

14. Your big data analytics should be operating in real time, just like your business. Your customers function in real time too.

Naturally, you need to use big data analytics that operate in real time so that you don’t miss out on anything. If you are studying your customers’ behaviour in real time, you get to understand things as they are happening and that is pretty helpful since that works like a hands on experience.

Also, this helps you optimise your customer care and also ensures that you get the best results.

15. Big data refers to data that has been compiled from a number of sources. That means it is aggregated data. With aggregated data, there is a very high chance of you missing out vital information.

However, that is why it is all the more important for you to focus on granular information. Granular information takes a closer look at the little and the seemingly insignificant aspects of data – a careful study of which can help you gain a better insight into what goes on in the mind of the customer.

16. With big data to help you out, there is more often than not a tendency to ignore the bigger picture. You gain a narrow vision of the entire thing and that limits your scope and your perspective.

In case of customer care, that is the worst possible thing that could happen to you. Now that you have gone through the big data that has been compiled and have even used some of the most efficient tools and analytics to analyse the data, take into account the complete picture.

What does it tell you? Based on that, you can start working on the bigger picture.

17. Well, there is one thing you need to keep in mind. Customers would be reaching out to you using a large number of platforms like phones or laptops or desktops.

In the generation of science and technology, you need to be prepared for everything. Your system should be so well equipped that it is able to pick up any kind of minute information across any channel.

In other words, your cloud call center software solutions need to be platform neutral. If you want to make the most of the data available, then that is your next step.

The case study

Simply getting your hands on big data isn’t enough. What good would all this data do to you if you didn’t have the means to analyse it effectively?

The best kind of call center software is one that would be able to acquire big data effectively and would also be able to analyse it properly.

Once you get your hands on data, it would be impossible to analyse it manually. Based on the analysis of the data, you get results which can help you get customer insight. Now this is the basic concept behind big data, which must be pretty clear to you by now.

However, it would be better if you get an idea of big data and its benefits in real life, wouldn’t it? That is why we are providing you with a case study which can clear things up for you.

The brand name of Nokia needs no introduction. Nokia started off more than 150 years ago as a manufacturer of paper.

Eventually, they progressed to location and mobile services. Now, Nokia has holds a massive share in the telecom industry.

Nokia is one the largest in terms of customers and customer care. Naturally, it was important for Nokia to get their hands on as much information as possible when it comes to their customers. Also, it was important to make the most of the information they gathered for enhancing customer experience.

Before the company employed big data and big data analytics, the different groups within the company had segregated kind of data which gradually became an issue. Eventually, it became important to use collective sets of data.

It was important to compile all the sources of data into something comprehensive and integrated, so that it could be easier to use the data when required.

It also became important for Nokia to understand exactly how the customers react to different applications and to Nokia as a company.

Thus, it was important to compile all the log files and the data files. Following that, Nokia employed another company to handle big data and related tools for them.

The new company thus became Nokia’s information core. The company was in charge of handling Nokia’s deployment from the beginning to the end and ensuring successful cluster management.

Also, the company took necessary steps to increase reliability and also the overall performance of the company.

Nokia now supports the creation of 3D digital maps that incorporate traffic models which understand the different speed categories, latest speeds on roads, also historical traffic models, ongoing events, elevation, live video streaming of the world and so on and so forth.

It isn’t just Nokia. Several companies have employed big data when it comes to their customer care and benefited from it.

Now we know how trying out something new can be intimidating and how you might be apprehensive about it. But trust us, this might just be one of the best decisions that you have taken.

Case study link:

blog.cloudera.com/wp-content/uploads/2012/04/Cloudera-Nokia-case-study-final.pdf