Mixpanel CEO Suhail Doshi was once quoted as saying “Most of the world will make decisions by either guessing or using their gut. They will either be lucky or wrong.”
We can apply this quote to the customer service space where many companies are still using outdated and ineffective strategies that aren’t backed by supportive data. When contact center managers lack data-driven insight, they instead rely on guesswork. This can be very risky, especially if someone is in charge who may act impulsively or lack experience.
The truth is that this world is becoming increasingly digitalized, and there is an abundance of data that can be easily accessed and utilized in the contact center. There is no excuse for contact center administrators to be ignoring all of this easily-available information. In fact, refusing to use data could be considered an affront to your customers. They deserve the best experiences possible, and this requires using data.
A data-driven marketing strategy can be characterized as one that:
Leverages customer insight: The vast majority of businesses today are collecting information about their customers and target audiences but aren’t using it effectively. A data-driven customer service strategy is one where information flows into the enterprise, is processed in a customer relationship management (CRM) system and shared during interactions. Your customers are giving you all the clues you need to provide great service. It’s just a matter of digging through the information and organizing it to uncover trends.
Never stagnates: The business landscape is constantly changing, and customer demands shift by the day. So often, companies will continue doing the same things year in and year out and then wonder why they are suddenly irrelevant in their space. When you embrace data-driven strategy, you are constantly looking out for the next opportunity at hand. It’s like getting in shape. Once you start, you have to keep doing it. There is no stagnating in business!
Is forward-thinking: A robust data-driven strategy requires looking as far as you can into the future, and making important decisions to prevent problems before they happen. For instance, you may start to notice that your customer engagement is declining on a particular social channel. Using data, you can get a better sense of why that is happening and determine whether it makes sense to go in a different marketing direction. This can save time, and prevent you from wasting resources. It can also prevent your competitors from gaining a leg up.
Here’s the tough part: Nobody is going to force your business to use data. You have to consciously make the decision to shift your strategy. It’s going to take some work, but it could be the most important thing you do for your business.