Online businesses are not lacking in customer data – whether it’s online chat transcripts, emails, call recordings, CRM notes, web analytics, survey data, or social media – businesses are dealing with more data than ever before. However, what many businesses are lacking is the ability to analyse this information – in the right timeframe – to create actionable insight. Gartner claims 79% of business processes need updating and can be improved by simple business intelligence.
What do you know about your customers – tap into the right data and you’ll get deep insight.
Companies understand the need and the challenge of collecting and analysing the vast amount of data from different channels in a timely and cost effective way. Typically, businesses recognise the importance of and start with structured data in the form of survey data, web clicks and conversion’s, for example, but many still struggle to use and even understand the power of unstructured data. This means most of a company’s unstructured data such as call centre information, chat transcripts and email, remains largely unused. Ultimately, insight is lost.
Do you know what your customers think? Trickier, but with the right analysis tool you can.
Thanks to the vast armoury of available tracking and analysis tools companies know a lot about customers from their activity on the web, but many businesses don’t have the technology or even the know-how to access, process and analyse disparate sets of data including the unstructured data, to extract valuable, actionable business insights.
By implementing the right tools and technologies, not only can businesses analyse this data regardless of source or type, but they can also do this in a timely way to ensure real-time insight can be gathered into why your customers are behaving in the way they do.
Smart businesses look beyond the raw statistics and listen to what the customer is actually saying.
Analysing customer conversations and correlating them to outcomes can highlight significant opportunities or areas for improvement and can impact an entire organisation’s operations. By monitoring, measuring, and analysing data across departments, and across channels, organisations can gain a deeper understanding of their customers’ point of view, and use this intelligence to continuously optimise operations.
By closely analysing unstructured data along with outcome data, companies will begin to understand customer buying preferences and conversion drivers, learn what they like and don’t like about their products, and help them to eliminate the policies and processes that are driving negative customer sentiment and more. By analysing unstructured data, you really can find out what your customers are thinking.
