The volume and types of information available in today’s customer service organizations, while overwhelming at times, also offers a gateway to better customer experiences.
It’s true; companies are tracking multitudes of operational metrics, customer perceptions, transaction measures, financial measures, employee perceptions, public perspectives, case histories, and on and on and on… Instead of letting this data bury us, it can and should be put to use to build and support service strategies that are three things:
Predictive: By applying advanced analytic techniques, models can be generated that will be predictive of future performance of key customer metrics, as driven by experiences and incidents.
Proactive: These models will enable service organizations to become more proactive in addressing service needs, by putting resources in the right places more quickly, and driving strategies to improve the areas predicted to be trouble spots.
Pre-emptive: What we should be most excited about is the emerging ability to provide pre-emptive support - - - being able to identify which customers or cases are predicted to ‘turn bad,’ identifying them before they that happens, then intervening early to make sure it never does.
This level of service has the potential not just to surprise and delight customers, but also to drive internal efficiencies and the business performance of the service organization and the company as a whole.