Managing Customer Interaction through Data
When you think about managing customer interactions, your mind might first to go to CRM software platforms or ad campaigns. The fact is, however, that data is at the core of customer interaction, no matter which platform you use to achieve those interactions.
Defining the Basics
To understand how data shapes customer interactions, let’s first get some terms and concepts straight.
By interactions, I mean any type of engagement you have with customers. It could be making a sale. It could be handling a complaint. It could be sending a sales pitch.
And when I say that data is at the root of your customer interactions no matter which platform you use to manage the interactions, I am emphasizing that there are many different ways to manage contacts, but that data is the foundation of all of them.
In other words, it’s important to distinguish the vehicle of customer interactions from the data that backs it up. There are multiple vehicles for interacting with customers; the ones that work best for you will depend on the type of business you run and the type of customers you have.
But whether you engage your customers through a website, via a comprehensive CRM suite, through snail mail or by taking them out to dinner, you still need data to power the engagement that takes place.
Data as the Key to Customer Interaction
Why? Because data and data analytics are key to understanding your customers and planning your engagement with them.
For example, if you want to know which times of day your customers are most available for doing business, collecting and analyzing time-stamp data from sales transactions can help provide that insight.
Similarly, if you want to make an unhappy customer happy again, data that tells you how many sales you’ve made to the customer, how many complaints he or she has filed, how long he or she has been a customer and so on can give you the information you need to find out what’s really irking the customer and insight into how to repair the relationship.
Or maybe you need to build a new online forum where you can engage your customers. If you want to make sure customers actually visit your site, you need data analytics to tell you which types of content they’ll want to see, how large your group of potential visitors is and so on.
Managing Customer Interactions with Syncsort
Syncsort provides the tools you need to leverage data – no matter how it’s generated or where you store it – and turn it into insight that can help you manage customer interaction and engagement.
In addition to offering Trillium, a data quality platform that helps guarantee the accuracy and consistency of your data, Syncsort also provides data integration solutions that streamline the process of moving data from the legacy hardware, including mainframe, where many organizations collect and collate it for analysis on next-generation platforms. For example, if your sales transactions go through your mainframe, Syncsort DMX allows you to move it to Hadoop without breaking a sweat.
Download our eBook, “Getting Closer to Your Customers in a Big Data World” to learn more about the different sources of this data, which data points are critical in obtaining, and tips for customer 360 success.