Data has become a crucial factor for doing business online, and many see analytics as the path to better customer service. Personalization leads to higher conversion and engagement, but how does it impact the quality of customer service?
Forbes Insights and SAS surveyed 357 senior executives worldwide, and their responses point to how the customer-experience industry may change in the future.
Of companies already using data analytics, 29 percent have seen a significant shift in their ability to deliver superior customer service, according to the report. 35 percent have seen many areas shift, and 27 percent have seen at least moderate shifts. Businesses currently using data analysis are at the forefront of efforts to improve customer service online, which is notoriously bad.
Historically, social customer service, while adopted increasingly by users, is a terrible way to get speedy service. Consumers want more flexible solutions, including mobile applications and live chat, but companies still seem to miss the mark. To deliver better customer service, businesses need to make it as easy for users as possible, which means building a detailed profile of the customer by tracking them across platforms.
According to Forbes’ data, many companies are working toward doing just that. 42 percent of executives surveyed expect their efforts to bring a significant change in how they deliver customer service within two years.
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