Knowledge Management

Using Big Data to Enhance the Customer Experience

Customers are happy to stay with brands that provide excellent service, and that includes knowing what they want and offering it to them when they want it. To the customer, this seems like uncanny intuition, but smart brands know this doesn’t have anything to do with a sixth sense. Analyzing customer data is the only “magic” needed.

Collecting and storing customer data is doing nothing for you if you’re not actually putting that data to use, though. Here’s how to make customer data work for you.

  1. Personalize the customer experience.

Today, simply having an app or website that works isn’t enough. A personalized customer experience results in better engagement, conversions and revenue. The customer should have their interests and preferences catered to when they log in. For example, customers who always pay online ­– and who don’t usually log in for other reasons ­– can be taken directly to the payment page.

  1. Fix problems quickly.

Real-time analytics show what’s happening now, giving you the chance to solve problems before they become catastrophes. For example, if a customer is having a problem with the support agent, you can jump in to solve the issue before the customer gets off the phone. If you end the call on a positive note, they won’t be tempted to bash your business on social media. You can also collect data from different social media platforms to discover when customers are talking about you online, and then get in on the conversation to solve issues fast.

  1. Figure out what you’re doing wrong.

Customer data can show you where visitors are getting stuck or at what point they’re abandoning your app or website. This can help you hone in on areas that aren’t working so well, giving you the opportunity to streamline processes even more. For example, do you notice that customers who try to engage in a live chat via the app often end up calling for phone support? Maybe the chat freezes or agents are too slow to respond.

User data can be turned into reports for all sorts of information, and customers can be segmented in a variety of ways, giving contact center agents the chance to provide excellent, targeted service. The best approach is to figure out which data you need so that you spend more time using it than you do collecting it.

CRM Self-Service: Tips for Creating an Interactive Knowledge Base

Self-service lets customers access information and perform tasks without needing agent interaction. There are two types of self-service: employee self-service (ESS) and customer self-service (CSS). Both types offer around-the-clock help without requiring someone on the other end. The more quality information that’s available, the more successful self-service will be.

Self-service keeps your customers happy while cutting down on support tickets. Support agents are a limited resource that you shouldn’t overtax; they should be available to focus on more elaborate customer service issues. Self-service options also cost much less than email and telephone support. According to, self-service can reduce support costs by as much as 70 percent.

Creating a Help Center for Customers

When you setup a Help Center for your customers, they can access answers whenever they need to. A knowledge base provides customized customer service even during non-work hours. Customers aren’t the only ones who use the Help Center, either. Your employees will also use the knowledge base when they need to find an answer fast. Here are a few things to keep in mind when setting up a customer service Help Center:

Make It Easy to Find

Customers will only opt for self-service if they know it exists. Make sure to link to the Help Center from your website and mobile app. Your contact center agents should send customers links to articles that will be helpful. You can also include links to the Help Center in your social media posts and on digital products. If the Help Center is not easy to find, your agents will continue to be bogged down by support tickets and communication.

Include the Most Valuable Information

Make sure the right information is available. Only include the information that your customers actually need. Analyze support tickets to determine the most common questions and problems your customers face. Put those queries front-and-center on the Help Center’s front page. For example, include a list of the “Top 5 Most Common Questions” about your service or product.

Add Different Types of Media

Don’t just include a list of FAQ. Written content is valuable, but so are other types of media, like videos and photos. A screenshot with explanatory arrows may be more helpful than a text-only guide. If a product is difficult to setup, a video tutorial will help more than a pamphlet.

Incorporate Helpful Extras

Your Help Center should be searchable and answers should be interactive. After a solution to a question, the system should ask the customer if that solves their problem. If it doesn’t, provide links to other helpful solutions. You can also offer useful downloads or diagnostic tools. Give customers a way to make suggestions when they can’t find what they’re looking for. Provide links to social media and live chat support in case the customers needs to switch to live help.

Does Self-Service Make a Company Less Devoted to Their Customers?

Not at all! Instead, it’s a way to better assist your customers based on their preferences. Customers love self-service options, like how-to videos, FAQs and forums. They can get answers right away without having to speak with a live support agent. Self-service can provide a quicker solution and the opportunity to multi-task. According to, 91% of customers prefer pleasant self-service experiences to live support.

On the other hand, some customers have in-depth questions and need human help no matter what. Self-service puts less pressure on agents to field calls, emails and repetitive tasks, freeing them up to focus on more difficult inquiries.