Data. The buzzword we can’t escape. The subject of many a podcast, workshop, TEDTalk — you get it. By now, most organisations understand the impact of acquiring, analysing, and modelling data to drive business decisions. And while many like to wax poetic about how data is changing the world of customer service forever, there’s not much talk about actionable ways to architect or use your data. The phrase “data modelling” might feel like PhD material, but it really just refers to a process for using data to help you predict business performance (even if you’re just working from pivot tables in a Google Sheet).
When you want to use data to address a business challenge, it’s important to ensure that you fully understand the problem at hand. This concept might feel like a no-brainer, but I often find that companies don’t spend enough time trying to understand the issue. As a CX Director or team lead, you may feel like you have a solid grasp on the problem, but that problem may be understood differently by your agents — or even your customers! Lean into this step to fully understand all facets of the issue as you begin to sort through existing data and identify gaps in the data that need to be filled.
As a Customer Success Manager at Kustomer, I have the privilege of seeing firsthand how companies big and small are integrating data-centric strategies into their operations. Below are some of the most recent use cases that inspire me.
Using Data To Understand International vs. Domestic Performance
One of my clients wanted to explore how their business performed internationally, and how that performance compared to their work in the United States. They have always gathered contact reasons for each of their conversations. They also possessed the country info for each of their customers (primarily gathered through their shipping addresses). Segmenting customers into international vs domestic audiences — and breaking down the count of unique contact reasons within these segments — yielded interesting conclusions for their CX team. It’s probably not a huge surprise that “where is my order” topped the list of contact reasons for each segment, but there was a clear divergence in the data after that. Their team was able to dive deeper into these reasons to build a more tailored content strategy for their international customers and improve international sentiment.
Using Data To Understand Which Products Are Most Likely To Be Damaged During Shipping
Another client wanted to examine which of their products were most likely to be reported as damaged in transit to the customer. While they collected whether a customer reported a damaged item through the conversation’s contact reason, they did not collect the product SKU that was associated with each of those “damaged” contact reasons. The business began training their agents to fill out SKUs for specific contact reasons, and they reinforced that training by building logic into the Kustomer Platform that required the SKU to be provided when the “damaged” contact reason was selected for a conversation. As they’ve begun collecting this data, they’ve been able to determine which of their specific products are damaged at higher rates, and adjust their shipping and packing strategies to better protect those items. Not only does this work increase sentiment and trust for their customers, but it also helps the business to save money spent on replacements and refunds.
Using Data To Understand How Sales Team Consults Contribute To Revenue
One of my clients has a sales team that helps customers navigate the company’s inventory and acts as consultants through the buying process. However, that sales team is not involved in every experience — they’re simply present if the customer wants or needs their expertise. My client wanted to understand how these consults were contributing to the company’s revenue; what was the ROI for these consults? In order to get this insight, the company began to automatically tag customers as “sales influenced” for 24 hours after a consult was completed with their sales staff. If that customer places an order in that 24-hour window, then the sale is attributed to the sales team’s efforts. This process allows the business to better understand how effective these consults are, and whether to update the process or continue forward.
Interested in learning how the Kustomer Platform can uncover more data-driven insights for your business? Schedule a demo here.
