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Moumi
Big Data is certainly the biggest trend and a key technology
that comes with a big promise for small, big and mid-sized businesses. Big Data Week, which commenced on 22 April
2013, said about industries using their big data to take conform decisions
about their organizations and improve their business functions mainly sales and
marketing.
According to the Big Data experts who met in the Big Data
week, Big Data is an asset to sales organization if they can understand their
use clearly. You will definitely have some tangible result.
We have terabytes customer history and their behavioral pattern that tries to extrapolate the customer experience sensibly. Rather you work on hard data and evidence, to improve the customer experience.
Customer service is an area that is untouched by developing
technology. You have numerous channels to use, but customer experience has not
gelled well with anyone in the same way as big data.
Major Big Data
Approaches Used by Top Performers
Talking of Big Data you will come across the three best
approaches, which the top performers prefer to use.
Interactive
Exploration - For discovering real-time patterns in big data, in a synchronized
way as they emerge
Direct Batch Reporting-
To summarize the data collected
Batch ETL - To
analyze historical trends or link the disparate data
Survey report of MIT
Sloan Management Review says
that top performers prefer to use the three trends five times to the lower
performers to deliver superior customer services.
It is quite tricky to figure out how to translate the
information into increased website traffic and fuller shopping carts and that
also in real-time. Well, for the marketers
there is some good news. Now you can find different tools to dig mines of data
to refine your online marketing approach.
While talking to industry experts in Big Data week, we learned
8 big factors, which helped the experts to tame their data and improve the
customer experience.
Let us read on:
1. Continuous Progress and Not Instantaneous
Do you know from today, Big Data will bring vast changes in
the way you do business. Well, do not jump into action at once. To have
productive result try the test-and-learn method. Move at a slow pace with your
website designing or personalization, rather than innovating them in one sweep.
Difference in market exposure:
Successful marketers- try
to refine them all the time
Experts - take baby steps
and improve their company every day to retain the customer loyalty for a longer
period
2. Support Big Data Goal with Individual Goals
For achieving different business goals, you must have
separate strategies like acquiring new customers, boosting new conversion
rates, improving customer loyalty or increasing customer value. This helps to
use data in a better way.
3. Omni-Channel Service
Customers are turning mobile, and they prefer to use social
networks like Facebook and Twitter
to interact with various industries. Research shows that 93% of consumers
regularly use multiple channels to interact with leading brands. All the
consumers expect to receive the same levels of customer service, and for that,
Omni-channel service is the talk of the town. It helps to improve the customer
interactions and starts a multi-channel communication through mobile, speech,
chat, store etc.
Most of the industries have all the relevant data to deliver
this modern and intuitive service and make the customers life easy.
4. Internal Sell of the Concept
Well, in the Big Data Week we have seen some organizations, prefers
to provide evidence-based marketing to get everyone on-board. They encourage
continuous sharing and learning. Presents the data in an easy way and does not
hide the results to help the customers in decision framing.
5. One Team
You need to include different marketing strategies, various
creative web developers and analytic experts who at times feel threatened to
work with hard evidence. To improve the customer’s experiences find a dedicated
way to drive the processes for future improvements.
6. The Data You Have Collected Is the ‘BEST’
CRM and website of your organization keeps on collecting
real-time data that are far more valuable than you might have obtained from the
outside vendor. It is about your prospective customer and collection of those
data, which your competitor does not have.
Some typical examples on which you can capitalize your big
data strategy are -
Channel
Conversion rates
Form inputs
Frequency of website visits
Geography
Interaction pattern
Purchase source
Social traits
Transaction pattern
7. Customer By Customer Real-Time Optimization
Most of the marketers set their goal in a way that embarks
on - what customers should see, what offers company will give them and what
companies will say to them. Designing a desirable customer experience is
important to make them buy more.
8. Providing a Predictive Experience
Big data helps to predict issues before they occur. You can
achieve this by analyzing the data and developing smarter models to adapt the
customer needs. These big data processes helps to pay dividends in brand
loyalty and thus business will require fewer sources to manage customer
enquiries and complaints. At times, the big data benefits extend to support
cross-sell and up-sell. Just to understand customer requirements and suggest
relevant complementary replacements.
Big data helps companies to anticipate the wants and the
needs of the customers, simplifies the customer interaction channels, and tries
to learn from those interactions for future improvements.
Try to do all of this and you will see that your customers are smiling, irate ones will turn back, and prospective ones will retain loyalty for a longer time.
Dig out large profits with Big Data and improve your
customer service!
Author Bio : Moumita Dasgupta, a financial blogger and the owner of bizandfiz, shares her knowledge and expertise of various financial topics. A clear view on market, business, Forex, funds, personal finances etc. are the subjects she perfectly underlines through her articles. Find Moumita on Google+
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