You’ve gathered up customer data which is more valuable than gold, but now what? Whether you paid for big data, got it for free or conducted your own surveys to drum it up, that’s only the first half of the battle. Data usually has a shelf life, often very short, and if you don’t organize it and analyze it right away, all your efforts become moot. There are nearly limitless things you can do with data depending on your goals and business.
When it comes to customer automation, it’s all too easy to de-personalize your business and distance customers from you. The best automation actually improves customer relations, and you can depend on data collected to help you build those relationships. Angle your automation depending on your demographics which can be gleaned from data. If you’re not sure where to get started, consider these ideas for actually making use of data to optimize automation.
1. Understand your demographic’s tech preferences
Once you know that a big chunk of your market is over the age of 60, you understand that they’re probably more inclined to prefer one on one contact instead of live chat automation. However, if your demographics are teens and those in their 20s, you might be able to optimize texting or video chatting for troubleshooting. Knowing the age of your market is crucial.
2. Figure out their urban/rural status
Even though Wi-Fi is getting better, it’s a simple fact that you’re going to have better internet connections in metros rather than rural areas. If you’re asking customers in rural places to utilize technology that relies on a strong connection, you’re probably going to lose them. Instead, offer options for customer automation (or not) including easy access to talk with a live person.
3. Get qualitative feedback
You need both quantitative and qualitative feedback, but qualitative can be the most useful for businesses looking to perfect their automation. If a staggering amount of respondents say they want a more streamlined touch phone system or the ability to live chat 24/7, that’s telling you something crucial. Listen to your audience and they’ll respond by giving you more business.
4. Understand buying trends
Data can let you know when your markets are most likely to shop, spend more, save and what products or services they’re after. You can use this information to amp up your automation during busy periods and use slower time for additional employee training or to upgrade systems. Work on your customer’s schedule, not the other way around.
How automation is used depends wholly on your customers and demographics, so it’s important to know who they are and where they stand. Most businesses don’t have a stagnant pool of customers, and their preferences are always shifting, changing and evolving. Your services need to do the same, but it needs to benefit your customers first and then your workers. Prioritizing services can help your business grow, improve your reputation and help you with goal setting for the future so that you’re always a step ahead.