How well do you know your customers? Are you confident that your strategy is improving customer satisfaction? Knowledge is power, but for knowledge, you need data. A Zendesk CX Trends Report in 2020 found that companies who leverage their databases to their full potential achieve a 79% reduction in wait time and 36% faster resolutions. Resolved customer requests increased fourfold. Collecting data is easy, but you need a powerful business intelligence tool such as Zendesk Explore to understand it.
Modern business intelligence tools support major languages besides English, such as Japanese. They are either integrated into the existing CX solution or available from third-party providers. Whichever you opt for, here are a few suggestions about how you can use business intelligence to make the most out of the data you collect.
Omnichannel service is quickly becoming an industry standard. Just as customers prefer to receive advertising messages from companies through their usual channels, they want to receive support through their preferred channels too. Gen X and Gen Z consumers made social media a staple tool for support agents. Most recently, the trend is shifting to an even more personal experience: messaging apps such as Line or WhatsApp.
As a modern business, the chances are high that your agents interact with your customers across those channels – the live chat, email support, your Facebook page, and maybe even a WhatsApp chat. At the same time, you have limited resources and budgets available for improvements. By tracking the most active and frequent interactions per channel, you can optimize and prioritize: For instance, releasing new features to most used channels, allocating support staff, or testing out new features on less-used channels without disrupting your day to day activities. If you track your Customer Satisfaction Score (CSAT) across channels, you can optimize even further by investing in channels with the highest performance to maximize satisfaction levels.
Here is an example of how a deep-dive into your data can improve your chatbot’s performance: By analyzing the chatbot’s suggestion resolution rate, you can measure how well they deflect queries. A low score will show you which content in your knowledge base needs to be adjusted or improved.
How to track with dashboards
No two companies will have the same dashboards. They should reflect the size and complexity of your business. A motorcyclist and a Jumbo Jet pilot have different sets of instrument panels on their dashboards, too.
Nevertheless, Business Analytics Tools, like Zendesk Explore, come with pre-built, customizable dashboards. They are usually designed with Start-Ups and SMEs in mind, but larger companies often use them to save time, as well. After all, why should you reinvent the wheel? These dashboards will usually highlight some of the most critical metrics for any business. E.g., ticket resolution time or waiting time in the queue. This way, you can see what is going well and what is going not so well at a glance.
As the business grows and gains complexity, you can customize the dashboards to reflect your unique situation and circumstances. This can be breaking down of high-level metrics such as CSAT per customer persona or channel or segmenting the customers for loyalty programs. Many companies also prefer to separate out big events or major promotions into their respective subset of dashboards to track the performance. Data provided in dashboards can help you make more informed business decisions. For example – by monitoring your calls per time of day or day of the week, you can make better staffing decisions and reduce waiting time or idle time, respectively. When your data is in the right place at the right time, even unexpected and unprecedented situations won’t pose a risk.
Visualization of your data
Zendesk Explore and other business intelligence tools come with a chart recommendation feature. Because to turn data into intelligence, you have to visualize it first. Based on the nature of the data provided, the tool will suggest the best suitable chart type from the available pool. For example, a progression chart, such as sparklines or columns for data trends over time. Explore specifically has over 20 distinct types of charts available for customers to choose from. This way, even complex data becomes easy to digest at one glance. These charts are another way to customize your dashboard to give you all the information needed to improve your service and customer satisfaction scores. A clearer picture of your customer base makes trends easier to spot and will lead to more informed business decisions. Try experimenting with your data and visualizations the next time you look into your business intelligence tool.
Whether you are an established business, an SME, or a startup getting on your feet – you should be collecting, analyzing, and visualizing your data to improve your CX. With every new day, businesses become more and more competitive. Your customer service might be the one thing that gives you an edge over the other guy. As a Zendesk Partner, we can help you along the way.
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