5 Ways Big Data Can Improve the Customer Experience

Asley Lipman

Asley LipmanContent Marketing Specialist

Thursday, October 17, 2019

Technology is changing the way the world does business. Big data, in particular, has created a paradigm shift in how companies learn about, relate to, and convert customers.

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The problem with big data is just that: it's big. With so much data available, it can be hard for businesses to identify and execute usage strategies in an effective way.

Here are five ways you can use big data to improve your customer experience. 

1. Create better customer support

One of the most valuable aspects of big data is that it can revolutionize how businesses interact with customers during support calls. Not only can it change how businesses interact with customers, but the method by which they do it. In some cases, human workers aren't required at all.

Implementing data-driven systems can help businesses implement chatbots to answer frequently asked questions instantaneously (see the top 10 best live chat software solutions compared for more information). Additionally, they can make it easier for customers to get in touch with the business, opening up channels like social media and SMS. Big data allows the technology that's put in place to interpret what a customer is saying and respond accordingly.

2. Help create a customer-centric strategy

Big data provides a whole other side of market research that was previously unattainable. This information can be used to connect with a customer on an emotional level, building rapport based on trust.

Leading marketing researchers know that a purchasing decision is rarely practical. Rather, it's often tied to subconscious influences that lead to emotional decisions rather than logical ones. Businesses rarely sell products or services; they sell happiness. Having the data that shows a customer's motivations allows businesses to create a customer-centric strategy.

3. Create targeted solutions

As an expansion of getting customer-centric insights, big data plays a vital role in targeted marketing campaigns. Imagine this: you're a customer at a clothing retailer who makes a few purchases. You start receiving fewer email marketing campaigns than you did previously. However, the campaigns are showcasing outfits that you love. It's almost like having a personal shopper, and so you remain an active customer for years.

Creating targeted solutions through big data and AI integrations can revolutionize digital marketing efforts and keep customers where you want them; in the customer lifecycle.

4. Streamline customer journey

One of the best things you can do as a business is reduce friction for your potential customers. In other words, make it too easy to purchase something from your company.

Taking a look at big data to determine where customers are going and when they're abandoning your site can identify where you need to make changes. Perhaps there are too many redirects on your page. Maybe customer satisfaction is dropping because of wait times for your support service. Identifying and subsequently removing these barriers will streamline your customer journey and improve your conversion rate.

5. Identify key metric relationships

Big data also provides a behind-the-scenes look at what information is connected. These relationships may not be visible from a high level. For example, it's essential to know that customer satisfaction is on the decline. It's even more important to understand why. Is it related to your response time? Is there a specific page on which customers abandon your site?

Knowing how the data relates to one another can help you adapt to the market and improve your business practices for greater success.

Using big data with customers in mind

The best way to approach big data is by starting small. Identify a few key areas that you want to investigate and set performance metrics. When those areas of focus become second nature, start expanding and looking at other bits of information you can use. By taking baby steps, you'll be able to use big data effectively and boost your revenue over time.

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