5 Customer Intelligence Tips for Online Businesses

Jun 30th 2015 at 3:49 AM

Customer intelligence is useful information carefully derived from customer data collected from internal as well as external sources. Its main purpose is to help organizations understand customer motivations and formulate actionable responses to these motivations. The correct application of business analytics when it comes to diverse consumer data is critical, especially with the abundance of internal and external sources from which information can be derived.

The most common internal sources for customer information include corporate databases that cater to management systems, sales systems, and call center systems. External data, on the other hand, can be gathered from any number of sources—but they typically fall under three major categories, namely – personal demographics, geographic demographics, and attitudinal data.  Because of the diversity of possible sources (evident in the growing big data phenomenon), proper analysis and integration of these critical information is needed to ensure consumer satisfaction. Below are useful tips and insights on maximizing customer intelligence for the growth and development of your business:

1. The Integrated data from all sources. Main point of customer intelligence is data integration. Neglecting information coming from any internal or external source will give you an incomplete view of what consumers want. While it takes extra effort to aggregate all data from the wealth of information sources that your business has (from your contact centre to social media, and other databases), it is critical that you take into account all available information. This way, you can get a holistic view of what your consumers wants the most, from all possible angles.

2. Use big data technologies to analyze. Today, there are great many tools and consumer intelligence platforms that you can use to deal with the size and volume of data that your contact points receive on a regular basis. These platforms are powerful analytics engines that allow you to convert raw data into actionable intelligence.

3. Use cloud for scalability, agility, and cost-effectiveness. Channelling data through the cloud also facilitates agility, security and scalability, so you won't have to limit yourself to only a few sources of customer information—which often leads to biased/unbalanced intelligence. Cloud-based systems also offer unmatched cost efficiency due to the pay-as-you-go models.

4. Use text analytics to analyze unstructured data such as call centre agent notes, survey responses, etc. Qualitative analysis through a careful study of contact centre agent notes and survey responses will add greater value to your quantitative results. This allows for a well-rounded approach to customer service.

5. Communicate and operationalize insights for quick actions. Customer intelligence should always lead to custom dashboards, alerts and actionable reports, aimed at prompting quick and effective actions by teams.

About The Company:

VOZIQ is a Washington D.C. based technology company helping enterprise contact centers mine customer interactions to improve customer experience and contact center performance. Our managed analytics services offer benefits of synergy of cloud-based technology, proven solutions and a team of industry experts.

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