Data Analytics: Paving the Way for Delightful & Sustainable Digital Customer Experience

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By Team Srijan Mar 12, 2021

Regardless of the business size and its market area, customer experience and satisfaction are the main aims that every business strives to accomplish. According to Hubspot, businesses with a customer experience mindset are likely to earn 60% higher than the rest of the players in their industry.

Customer-centric companies are 60% more profitable than companies that aren't.

The most impactful and effective customer experience (CX) is most often the result of personalization, which means offering the right thing at the right time, in the right way, and in the right order. And, in this digital age, data is playing its part in keeping businesses well-informed about the trends and preferences of customers.

Data is an Asset for Businesses

Data flows from every direction and more data is on its way every second. The World Economic Forum estimates that 463 exabytes of data will be created each day globally by 2025. The speed of data generation is growing because of the increasing number of devices connected to the internet of things (IoT).

The usage of the right data promises an automated, agile, personalized, omnichannel experience that your customers want. Data helps you stay ahead and understand who your customers are, how they shop, what they prefer, and how they wish to engage with you. You also get to know about the tools that you should use and build to retain your current consumers and draw new leads.

But not all data that your business has is relevant for customer experience. Businesses cannot enrich the customer experience by leveraging any kind of data that comes across. Hence, it is important to concentrate only on mission-critical data for your business. Here, data analytics helps in defining which data is of paramount importance and which is unusable.

Data Analytics is a Plus for Organizations

Data analytics is valuable for businesses to boost customer experience because it offers massive potential to transform relations positively. Once you leverage target-specific and correct data strategies, they prove to be the prime factor in maintaining productive communication between your business and customers. It also helps your business to considerably grow in terms of revenue generation and goodwill.

Data analytics helps companies remove the guesswork, helping them understand customer behaviour and address the consumer dissatisfaction rationale better

Clearly, data analytics is helping companies to remove the guesswork from the calculation. They are leveraging data analytics to learn about customer behavior, record the customer support team’s interaction, and address the consumer dissatisfaction rationale. But data can help improve the customer journey only if you are inclined to follow the data you gather. If you want to succeed in the current cut-throat market, then you must gather the data and follow it.

Once your business does data evaluation, you can analyze what you did right and how you can further enhance, and where you should focus more. In the absence of analytics, your moves will only be shots in the dark.

Data Can Fill the Gaps

If an organization uses data responsibly, it can magnificently improve the association between its business and its customers. With the right data, driven by data analytics, a business can see the world from the perspective of customers. Hence, businesses get to understand their clientele much better and can fill the gaps in their communication strategies, services, and products. Also, with customized campaigns, businesses accomplish a sustainable customer experience.

But remember, some data that your business may want to use, can be sensitive and personal and hence, increasingly regulated. Maintaining the trust of your customer through transparency about data collection and how you will leverage their data is crucial to a data analysis strategy that will assist, and not harm your business.

So, you can be the player that scores major wins in your market if you maintain the subtle balance between transparency and customer trust while leveraging data analysis for insights to create ultimate customer experiences.

360-Degree View of the Customer Journey

Clearly, sales, marketing, service, and operations-  all function separately, but customers interact and engage with your brand and not the organization. Customers should always see a single seamless interface no matter where they are in their journey.

For example, you should consider a customer buying products online as the same customer across all channels, like over the phone, in-store, on social media, and so on. To do this, you need a 360-degree view of the customer journey by associating all the customer’s identities, touchpoints, and preferences with your brand. When you use this view across all the areas only then can you offer a truly connected experience. This can be achieved best with a customer data platform.

Stay in Trend

Data analytics can help a business in recognizing trends and underlining new customer behavior patterns. As an example, different companies are experiencing a great upsurge in online sales because of digitalization. Once your business has this information, you can transfer your resources to your e-commerce unit and arm the sales and service teams with revenue-producing opportunities like web or online-only promotional offers for specific customers.

With more detailed data, the more accurate will be your analysis of emerging trends and possible results. Furthermore, it is the primary reason the marketing, sales, and service teams in your company should precisely log customer interactions and share real-time insights through collaboration and messaging capabilities for a combined view of customers across multiple segments.

Better Data Analytics is the Key to Sustainable Customer Experience

Offering a trustworthy digital experience for customers is crucial for businesses because it is one of the chief ways to differentiate themselves from their competitors. Data analysis gives marketers an advantage with information and insights that they need to produce the best customer experience.

Stay Informed About the Behaviours that are Here to Stay

The altering customer behaviour driven by COVID-19 showcases the growth of unexpected trends, the emergence of new preferences, and a full reversal of some long-held routines. Collectively, this blend will continue to evolve and create the foundation of the next normal.

Successful businesses today are the ones that are adept at understanding which customer behaviors and experiences are gathering steam

The great news is that businesses have the potential to not just guide future customer behavior via digging into the data, but also proactively encourage behaviors that are likely to last even after COVID-19 pandemic. This will also allow businesses to position themselves at the front of shaping customer experiences in the future normally.

Successful businesses today are the ones that are adept at understanding which customer behaviors and experiences are gathering steam. They are already making targeted investments to address the customer's needs. Becoming such a business is not easy, because you need to simultaneously check consumer trends, familiarize yourself with their shopping patterns, and plan for business continuity. All this is possible with data analytics. Once businesses analyze the data, they can customize their ways of working to fulfill the specific needs of the customers and users.

The Future of Customer Experience

Data is massively important because organizations need to adapt and alter their business at short notice to keep up with the ever-changing digital needs of consumers. The prosperous businesses will be the ones that make the utmost use of their accumulated digital data and incorporate such data to develop digital customer service solutions.

  • Artificial Intelligence (AI) can enhance customer experiences by customizing content to a customer’s needs and offering a more robust and responsive customer support system. Hence, it can boost a sustainable digital customer service experience. AI is already altering the way brands and businesses engage with customers by making it convenient for businesses to create personalized customer experiences and foster long-term associations.
  • Machine Learning (ML) can access and evaluate big data to find out the incongruities, give instant insights, and prognostic analysis of how consumers might behave online. They can even enhance the customer experience by employing insights that they gather through data analysis.

The Bottom Line

Data analytics has an essential role in ensuring a sustainable customer experience. With data analytics tools, businesses can be sure that they allocate their resources to the places where they have the most noteworthy impact.

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