Customer data is invaluable to businesses – it always has been and always will be. However, the true value of data did not become apparent overnight. There was a time when organizations thought that all they needed to do was implement a customer service phone line and call it a day. Agents would then answer questions and resolve problems whenever customers dialed in. It was a pretty simple process, but it did not yield actionable insights that could be utilized in providing superior service to future callers. In other words, the data was there, but no one was collecting, analyzing or using it to any extent.

It is no longer acceptable to let good data go by the wayside, so businesses are now interested in collecting it from every source imaginable. Researchers at IDC found that less than one-third of data (32%) is put to work. This leaves a lot of data on the table, which begs an important question: why? Could it be that businesses are merely failing to collect the right data? If they don’t have the necessary information to make changes, they might as well not collect any data at all.

At a time of growing competition and an era in which most consumers will pay more for great customer service, it is imperative that businesses take action. And they can start by transforming every customer inquiry into data that empowers businesses to offer the best, most outstanding service possible.

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Unlock the most valuable business data

Businesses take data very seriously in today’s competitive landscape. When they look at the information that’s available to determine what to collect and analyze, they often peruse the most common channels: purchase/transaction history, website visits, search history, social media and other things of that nature. Those areas are certainly important and should not be overlooked. But equally as important – even more so in some instances – is the data provided by customers during a call.

When they call, customers can reveal a lot about themselves and the way they use a product or service. Every question is infused with vital details about how callers think and feel, as well as the likelihood that they’ll continue using a particular brand. Every complaint reveals an opportunity to improve, perfect and ultimately deliver exactly what it is that customers want.

This may sound like old news to customer agents who sit on the frontlines and gradually absorb some of these details, but they can only help one person at a time. At the same time, managers don’t have enough hours to spare to listen in on their agents’ calls, let alone the time needed to properly analyze calls for sentiment, key words and other essential elements.

Data science can help by providing the answers organizations are looking for – and in turn, enable them to provide the level of service that customers expect. When combined with the right voice solution, data can be put to work, revealing new customer information, including beneficial trends and insights, that might have been missed. It’s a win-win venture, allowing enterprises to respond accurately and empathetically.

Use data to reshape future customer service

With a plethora of data in hand – including patterns, trends and associations, particularly those relating to customer behavior and brand interactions – businesses can begin their journey to improving and perfecting customer service. By taking the time to analyze customer sentiment and truly understand what it is that shoppers are after, businesses can ensure they are on the right path.

There should be a system in place to automatically determine if the caller is a returning customer, which items were purchased and when, and whether or not they had been delivered. This can save a lot of time for customers and agents alike by providing callers with shipping and refund information as soon as they dial in. That way, if that turns out to be their only reason for calling, they can quickly receive the answers they are after and hang up without the need for a lengthy conversation with an agent.

The journey does not end there, however. There will always be new insights to unearth, which is why data is one of the most important features businesses should consider when exploring voice technology.

Data doesn’t have to break the bank

Businesses have a unique opportunity to forever reshape the future. They have the power to deploy technology that will enable them to better understand their customers and provide outstanding service that invigorates consumers, satisfies their needs and fosters repeat sales. Better still, having the right technology means that it is no longer necessary to have a dedicated IT team to get the most out of it. Advanced voice solutions have made it possible to easily collect and utilize call information, allowing any business to benefit without breaking the bank.

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