The customer’s opinion isn’t always right

The data of customer service

When it comes to providing customers with a first-class customer service, there is only so much you can do. Yes, you can bombard customers with surveys to collect their responses, analyse them and put your newfound discoveries into practice to deliver a service more suited to the customer. Whether online, via email, or by text and telephone, the data gathered by these surveys is a fantastic way of gauging the effectiveness of your services. But whilst this is all well and good, it is possible that this thirst for data and knowledge might have a converse effect, in which case the customer gets fed up of the surveys and rates you poorly because of it.

A role reversal

It is often regarded that the customer’s opinion is the most important one, right? Well what if your opinion counted too? The days of customer reviews being the be all and end all of a brand are gone, as companies can start reviewing their customers as well. There is a growing trend of suppliers rating customers, so that if a customer behaves badly, then this can be shared with other businesses or affiliated organisations, with long term aim of ensuring customers will behave more responsibly in the future. For example, if you get in a cab and you cause a commotion or behave in a rude manner towards the driver, then it could be noted and you’ll receive a negative review. Then the next time you use your smartphone app to order another cab, the driver might decide refuse your request because of previous experiences.

An all-round great experience

So what impact does this have on data? Well for starters, with more feedback there will be a lot more data available to analyse, and with reviews of customers, portfolios can be built to recommend them or not. You will know which are the rude, obnoxious customers, and which ones are a pleasure to serve, so any bad reviews from certain customers can be taken with a pinch of salt and put into context. But the onus can now be put on the customer to be responsible for a great all-round experience, not just the supplier.

More data, more insight, more sales

It is important for businesses to become more customer-centric in order to develop, grow and really give customers what they want. By doing this, they will encourage greater brand loyalty and more sales in the long run. The key to this is data analysis: to analyse the data available to improve customer satisfaction and customer service, which in turn leads to happier customers, better reviews of your business, and therefore more sales. The more data collected and analysed, the more insight you can gain into how you can improve your service and your business.

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