How Data, Analytics, And Insights Can Improve Customer Service

By Tessa Kloster, Group Product Manager, Microsoft Dynamics 365

What issues are your customers facing? What obstacles do customers encounter in their quest for support? How can the process improve to create a delightful customer experience and increase engagement?

Forward-thinking customer service organizations explore these questions every day. Learning about your customer’s experience with support and figuring out how to create a positive experience that meets their rising expectations should be consistently top of mind for any customer service manager.

Customer service organizations are the king of data, generating mountains of raw data with each interaction. However, most organizations are only getting a fraction of the potential value from data analytics. One recent McKinsey & Company study across customer service in manufacturing, the public sector, and healthcare found that these industries captured less than 30 percent of the potential value from their data.

Many of the barriers in extracting data and analytics are organizational, including:

• Limited access to the data itself
• A lack of integration across channels, creating data silos
• Difficulty attracting highly valuable data scientists to make sense of the data

And the list goes on. Even when organizations have the right resources with the right tools, it can be difficult to identify the best opportunities for improvement and translate those insights into action.