The value of old-fashioned customer service: getting data insights

In a world where so many of your customer touch points take place online, there’s still a place for good, old-fashioned customer service.

Personal, tailored and (crucially) human interactions are what make your business unique. But how can you learn from your customer data to make this bespoke approach more effective?

We’ve highlighted four ways to use data analytics to improve your online customer service

1. Personalise your communications and experiences

Your CRM and e-commerce systems are full of useful customer data.

By diving into data points like customers’ purchase history or browsing behaviour, you can offer each customer a more personalised experience. This could include tailored product recommendations, relevant content from your blog or discounts on their favourite product. Knowing what a customer loves about your brand, or your product, shows you understand their needs – and that’s great for building stronger relationships and brand loyalty.

2. Make customer support more targeted

Sifting through your customer service data to find the common pain points can be revealing.

Analyse your data relating to customer feedback, product issues or common complaints. This helps you build up a detailed picture of the everyday issues experienced by your customers. Based on these insights, you can deliver relevant training for your customer support team, leading to faster, more-effective resolutions. The same data can also inform your self-service features, making it easier for customers to autonomously find the resolutions they need.

3. Resolve any potential issues fast!

The faster you can react to customer feedback, the more valued your customers will feel.

Monitor data for signs of customer frustration or churn risk. Data points to look for include low engagement, or a sudden drop in purchases. By looking out for these potential problems early, you can reach out quickly with proactive support and special offers – before real damage is done and the customer decides to leave and disengage from your brand.

4. Improve your products and services

You can improve your products/services by factoring in the most common customer complaints and making changes based on this feedback.

Collect and analyse your customer feedback from surveys and reviews to pinpoint specific areas for improvement – and factor these into your product design and development. Acting on your customers’ feedback doesn’t just show you’re listening; it shows that you designed your products specifically for their needs. This is a great way to make customers feel valued.