Big Data And Customer Service: From Concept To Practice

Big Data and customer service are so complementary that they are made for each other, especially when the customer experience becomes the focus of a company’s audience loyalty and retention practices.

Currently, well-structured businesses operate in two ways: physical and digital. At the physical level, they carry out their routine operations (administration, finance, and logistics) and store operations. From the virtual perspective, they act through blogs, e-commerce, websites, contact channels, etc.

In this content, you will learn some interesting insights to understand how to apply Big Data in customer service to improve your consumer’s buying journey and, of course, your service offer. Check out!

After All, What Is Big Data?

In Practice, this mechanism is applied by companies to contextualize interactions with customers through different channels, better understanding their profile based on the identification, processing, and reading of a large flow of information, such as their purchase history and their behavior, especially on the web.

This tool is nothing new to the technological universe and the business market. However, it gained recognition in the 2000s, with organizations’ consolidation of the internet and computerization processes. To date, its potential continues to grow.

What Is The Relationship Between Big Data And Customer Service?

Just as a person’s life consists of a journey marked by different experiences, companies want their customers to have positive experiences in a purchase journey associated with their brand.

A deeper understanding of that customer journey (considering the context of their interactions) can lead to 30-40% more accurate insights for customer satisfaction. 

To model the process, it is necessary to perform a data analysis that reflects the current moment of the client. The idea of ​​applying Big Data to this is to analyze each person’s interactions on the company’s channels. Any data or event that changes the consumer’s context helps to understand their new state, and this information can be applied to decide which experience to deliver to them.

By offering this new experience, you can motivate the customer to behave differently toward adding value to the business. The same concept can be associated with a service journey, for example. The idea here is to carry out a proactive personalization to provide a more interesting experience for him.

Suppose the customer deals with the failure of a system, for example. In that case, the company can predict the next event of their journey and use this information to avoid delivering another bad experience (or even try to promote a good experience to compensate for consumer dissatisfaction).

It does not stop there. This tool also contributes to analyzing the market and its trends, comparing percentages about the competition, and identifying opportunities and consumer interests.

In short, talking about Big Data means focusing on the strategic use of data analysis, given that this data has a planned execution that correctly interprets it.

How To Use Big Data In Practice?

See below for examples of applying this tool in your business.

Send Discount Coupons Based On Past Purchases

Based on records of past purchases, you can provide discounts for customers to buy from you again. This is a good stimulus, as the market sets comparable prices for most product categories.

Therefore, email marketing and SMS marketing are the best way to use this strategy. Just inform the links of the items sold with their respective discount codes. This facilitates the customer experience, making the purchase complete in a few clicks/touches.

Target Ads By Interest

Thanks to the intersection of information — from different sources — Big Data can assess the public’s desires and segment them into groups. From the most common aspects, such as gender, age, and financial level, to preferences, such as food, places the person goes, and movies or series they watch.

Use specific tools and software to discover the most accessed products and pages, the location of the consumer, and even a heat indicator showing the most clicked departments. That way, according to each customer profile, you’ll know which merchandise should be promoted to increase your sales.

Improve Digital Presence

As most consumers today use cell phones and have at least one account on a social network, it is possible to strengthen the bond between the brand and the public. For this, Big Data can record people’s behavior in these media to produce engaging content that generates conversion.

With the strategic data in hand, create posts and materials related to what you sell to attract the attention of your niche market. Interact with it and watch the magic happen. This strategy is essential to attract the attention of the new generation of buyers — who can’t live without the internet and don’t know how to separate online from offline.

Also Read: Big Data And Cloud Computing, What Are The Challenges

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