A good customer service department that uses the right tools helps an organisation to better understand and assist their customers. Moreover, when customer service is well-organised, more insights come to light about the behaviour and actions of your customers. By intelligently linking to their statistical data, you can serve your customers much better. You gain more insight into the types of questions your customers ask and can therefore tailor the customer journey very precisely.
Organisations that understand the importance of distinctive customer contact meticulously record all contact moments, creating what's known as a Customer Intelligence Hub. More and more organisations use these systems and realise that this treasure trove of information helps to, for example, provide their marketing team with up-to-date insights into customer behaviour and the performance of their own organisation.
The curious thing is that marketers often look for external sources or focus groups to map out their market, while they often receive this data themselves.
What does a good customer contact tool provide?
You give the customer more direction in what can be improved in your own proposition and marketing: what's missing in your offering? Is there an overdose of information? An in-house customer contact tool can be used to easily set up your own customer satisfaction survey in an integrated dashboard where you can easily recognise patterns.
Free market research that can help with creating and deploying future content (whitepapers, visuals, website, etc.). Which social media platforms do your target audience use? Is your website user-friendly? Is it easily found? Why does 40% of your visitors never click on that one button?
A good tool is also indispensable for managing customer expectations. When lines of communication are short, you can quickly respond to feedback. For example, if an advert is completely misunderstood. Or when you notice that in the winter season, middle-aged women all want a certain product from your webshop. You can then set up a campaign based on that insight.
It’s not rocket science, but it bears repeating:
Your customer talks to you every day, but only an organisation with the right tools can truly take advantage of The Voice of the Customer.
