Data analysis solutions are essential today to get to know the customer well and get more chances of success

A former boss once told me that "it is better to make a decision based on feeling or not to make a decision, than to act using incorrect data". I never forgot that phrase. Today, having a function that puts me in contact with many small and medium entrepreneurs, I realize how much this idea makes sense in the daily operation. And I speak not only of the importance of a correct analysis, but also of the dimension of importance that this has gained in business.

IDC already estimates that in 2020 the market will have generated around 350 zettabytes of data, which would be equivalent to about 136,7 billion high-end smartphones, of 256 Gigabytes, paired. You, today, as a consumer, generate data every time you interact with a brand, whatever the channel. They are data of your payment preferences, navigation, channel, product, price, complaints, compliments, means of contact and much more.

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Even with the easy access to digital media and new technologies, there is still a challenge regarding the use of this data. Only 63% of small and medium businesses said they use real-time metrics to guide their customer support decisions, as shown by Zendesk's CX Maturity survey with ESG.

There is a belief among SMEs - in fact, it is more cultural than anything else - that being a data driven company is something for large organizations, because it is too expensive, requires complex systems and a team with people focused on technologies and analysis of indicators so that everything is done correctly.

The truth is that any company, of any size, can be data driven. From the collected strategies and metrics, to the technology to support. This can be done with the same technological resources that large companies use. SaaS (Software-as-a-Service) solutions have enabled a more democratic “game” for large or small companies by allowing you to hire technology services in the cloud according to the size of your operation, be it from a single agent service or hundreds.

Each company needs to look inside its structure and reflect which indicators can help it unravel some mysteries to make better decisions or, even more safely.

A good start would be to choose from five to eight metrics that are important for your business objective, be it growing customer base, decreasing customer loss or increasing customer spending, for example. Metrics may include elements such as voluntary or involuntary loss of customers, volume of service per agent, resolution or response time, most used support channels, customer satisfaction (using indices such as CSAT or NPS), among other indices to help the overall goal of your business. The idea is that they serve as a compass for decision making, including in real time while dealing with the journey of each client.

That done, the next step is to work with all this data in an integrated way in your contact channels and across all levels of the organization. It is important to have a holistic view of your customer's journey so that you are sure to make the right decision because you do not have visibility of some steps and customer needs, in the wrong way.

And it is also important that this view of the data is integrated with other areas of the company, such as finance, sales and logistics. Having several teams and areas analyzing numbers and metrics that complement each other is a fundamental pillar to create a company with a data-driven culture.

With data in hand, we need to turn this into strategic information. There is now a huge range of analytical tools on the market for working with small to large volumes of data. Choosing the right tool is not easy, but there are some points that can be prioritized when it comes to customer service. One of the most important is that the tool is native to the solution used by the customer service team, because with natively integrated solutions, the results are generated in real term and make it possible to take actions at the right time to retain or deliver the best customer experience.

With an integrated solution between data capture, data processing and reporting, you gain time and quality in the process and prevent your system from becoming a patchwork, where one point does not connect efficiently with the other. Also think about choosing analytics software that allows scalability, because as your company grows - and we know it can grow quickly - the tool will be able to keep up with this growth with the necessary robustness.

I believe that all the digital acceleration that we experienced in this 2020 and that impacted the most diverse types of companies, with their consumers acquiring new habits of consumption online, made the collection and monitoring of information easier. That is why, in my view, it is essential today to benefit from this flood of data to generate additional value for your business and deliver personalized, fast and more assertive customer service.