With so many ways to leverage data, it is no surprise that organizations - and especially startups and small businesses - can become overwhelmed with making sense of it. Your customers are truly your single source of truth. They contain a wealth of information in helping you increase support efficiency and building a scalable business model.
Below are some tips and best practices on how to narrow your focus in analyzing your day-to-day, front of the line customer interactions.
1. Invest in your brain trust
Your customers are your brain trust. Two minds are better than one, and an engaged community is priceless. Having a mechanism in place to capture customer feedback and insights will keep your company close to the truth. Happy customers are retained customers. Opening up a direct line of engagement with them allows you to gauge the temperature on the value of the service provided thus far. Is your product meeting or surpassing customer expectations? Pushing out a rating-based survey, coupled with an open-ended question, helps to monitor how happy (or unhappy) your customers are, and also visually indicate to your internal team members whether or not escalation needs to take place.
Once the data lives in the right place and is explored on a regular basis, be sure to share the findings with marketing, sales, product, and the leadership team to drive the appropriate business decisions. Invite everyone to participate in these conversations around customer insights.
2. Create a customer persona
Before leveraging the insights to make important business decisions, you need to gather all of the relevant data. Capturing the customer persona is critical in creating the right rules and workflow triggers to ensure optimal efficiency. Not only detailed data points about a full, front-end profile of the customer, but also specific details of the case and relevant context around the issue or question the customer is having. Desk.com can help you capture this data with a configurable contact form to help bring the most relevant details forward. Organizations who have systematically gathered data about their customer personas are ultimately able to deliver better service with more fluidity.
3. Storytelling with data
A high level of intensity and fluidity define the DNA of every fast-growing organization, so having the right visibility from every angle is critical. How is your business performing? What kinds of topics are your customers reaching out about most frequently? How do you currently measure success over time? And how do you adjust your services and products so you’re always building something your customers love?
The support data that you uncover reveals a lot about your business. Desk.com’s reporting tool, Business Insights is designed to supply you with all the important metrics you need to make better business decisions. Business Insights comes with preconfigured reports that let you drill into the data and identify customer trends, track performance of different agents and teams, and ultimately optimize customer service. By taking advantage of this data, your organization is able to build a better product and tell a better story.
4. Go granular
A high-level view of support is important, but custom segmentation can give you the granularity needed to drive the right kind of business decisions. With Desk.com, we’ve seen a number of our customers dig in to track important metrics such as response time for cases by channel, average time to resolution, number of case reopens.
Features like the segmentation report, which allows agents to compare data over two dimensions, and filtering helps facilitate the slicing and dicing of data in a way that paints relevance. Leveraging these features in building custom data parameters helps you not only see where users are struggling with your product/service, but also where you could improve and deliver better service to your end users.
5. The art of (strategic) pivoting
The most innovative companies in the world are best at creating products that resonate with their customers’ needs. Those who can intertwine product development and customer feedback will be the ones that win in the competitive landscape, earn sticky customer loyalty, and create customer advocates for life.
When there’s enough actionable customer feedback gathered around specific features or behavioral trends spotted that explore a different go-to-market approach, it may be time to pivot. Pivoting is an essential discipline every fast-growing organization should practice. I’m not talking about a 360-degree transformation, but smaller shifts that quickly adapt to the market, and more importantly, the customer mindset. These shifts do not reflect failure, but are done to prevent of it. Fuel success by building on a series of minor pivots to ensure that you’re responding to evolving consumer and industry trends.
Gather the data first, quantify trends to merit the change, and then make the required course corrections to continue building something your customers love.