Customers are bombarded with options, dozens of cheap ones to switch to. This has made everything competitive for businesses from employee acquisition to contextual customer journey creation. And, surprisingly the indication of business success has been drastically shifted from the quality of the product’s copy or market reputation of a company to the degree to which a company priorities providing personalized services to the customer and showing empathy. According to research 86% of customer expects to get empathy from the businesses, and omnichannel services consistency has increased to 65%. Moreover, the changing aspect of technology has also been changing the criteria and definition of loyal customers too. On another hand, another indication of business success is Employee experience. All of these changes have been in the past decade years, ever since the data privacy and data concerns have been surfaced. Simultaneously, it forced services to rethink their data collection strategies on customers.
The question here we aim to raise is, how a business can identify these changes? And, the reliable answer is knowing your customers and using analytics. In this regard, Freshworks Integrations, and utilizing BI-Freddy by Freshworks, into your CRM can help you deduct the meaning from unorganized and meaningless data. Research conducted by Nokia has also found that 97% of service operations claim that customer analytics help proactively detect customer issues and proactively mitigate the solution before an event occurs. Besides, the reason to use BI to deduct meaning from the customer data is, the data captured by enterprises is unstructured and don’t provide actionable insights that business could use to prevent customer churn and lessen CX leakage. Therefore, to address the concern of business, we have crafted this article into three parts. The first one discussed what customer experience is, the second one discussed the challenges a business has to face when it comes to alleviating customer experience. Lastly, the article discussed the benefits offered by Freshworks CRM Integration to businesses in leveraging customer analytics. Besides, we have also highlighted the feature offered by Freshworks integrations offered by Freshworks Partners.
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What is Customer Experience & Customer Analytics?
Customer experience is the perception of a customer towards a business or the product. It is the driving agent that defines how a customer perceives a business and how long its loyalty will last. In addition to this, the behavioral data on customers provide the insights that a business could use to access prerequisites that drive loyalty among customers. On the other hand, customer analytics can be defined as statistical data that a business can use to understand the behavior of the customer, measure the performance of KPIs, and improvise the overall experience of a customer to deliver the right services and alter the experience of a website, communication content, and the product utility to target each customer individually. However, the significant difference between these two is that customer analytics provide deep insights into customers engagement, customer success, product adaptability, and also identify the channel that directly or indirectly contribute to customer experience. This validates the hypothesis set by the business and drives the culture of data-driven decision making, while, the customer experience only provides the behavioral data.
Read More: How Freshworks Can Help In Building An Omnichannel Support For Ultimate Customer Experience
Biggest Challenges Faced By Business For Customer Experience
- Data Silos – The first challenge that every business face is having multiple data silos and not having the culture of data sharing. This issue takes things to next level when the customer is looking for an immediate response from the service provider but the disconnected communication and data silos result in restored communication. Besides, multi-level data collection, hoarding of information, or customer experience research. Since every department in business conducts its own study to understand the behavior or experience of a customer this remains segregated and undocumented. Hence the challenge arises when another department has to conduct the same study.
- Data Analysis Tools – Another challenge that businesses face is not having access to the right data analysis tool or switching between applications for minor to major testing, data visualization, and another statistical test. This not only wastes the time of employees but also requires time to migrate data from one platform to another, hence, require more effort than usual.
- Omnichannel Support – Today customers are segregated and using multiple platforms to interact with the companies, similarly in the case of clients. This increases the degree of providing consistent service to the visitor despite the channel support or employee use.
- Customer Segmentation – Lastly, the huge challenge or hurdle a business face is defining the strategy to segment their customer when they have dozens of options to categorize e.g. product usage, time spent, on the basis of accounts, individual and groups or companies, etc.
Read More: Save Time & Empower Your Support Team By Integrating Self-Service With The Knowledgebase
Freshworks Making Customer Experience A Success With Analytics
When we talk about customer analytics, the thing that a business needs to understand is there is s difference between customer experience and customer analytics. And, analytics only talk about the metrics and aims to provide statistical proof of customer experience. It helps businesses in creating a correlation between multiple variables and explains what performs well among customers, or what needs to be improved. So, by consulting Freshworks partners you can avail of the following benefits.
- Insights On The Customer – The integration of Freshworks into your CRM or any other application, help business in compiling a record of all information on customers ranging from enlisting their wants and needs, identifying their position in marketing, and sales customer journey or funnel. And, also forecasting customers’ futuristic expectations and needs to proactively customize the communication.
- Deciding Between Reactive & Proactive Strategy – Additionally, the integration aims to synchronize data with the central system. This means the employee who directly or indirectly gets in touch with the customer can create multiple strategies and decide when to use proactive or reactive strategies. Besides, you can create multiple campaigns followed by workflow automation and add tags to automate the communication with the customer. This reduces the manual efforts of providing consistent services to the customers.
- Serving Value To The Customer – Besides deciding which communication strategy to opt, customer analytics provide a depth analysis on customers i.e. statistical proof on their Sentiments, conversion possibilities, interest, likes, and dislikes, the apparent and hidden information on customers, and much more. All of these statistics, empower the marketing, sales, and support team in customizing their communication, and value to the customers by taking into account the archival data on customers gathered from multiple. And this is only made possible when access to ‘Unified Data’ through the central system is offered.
- Data-Driven Decision-Making Culture – Lastly, customer analytics provides an opportunity to the team in utilizing the data gathered on customers and using the right analytics to use it and drive insights that are actionable. Moreover, the interaction allows one to make data-driven decisions to either make a strategy or to modify the existing one by taking into account the data on the customer.
Conclusion
Customer experience and customer analytics are two different things, that aim to address the key concerns of business associated with understating customer behavior and journey. In this regard, relying on integrations i.e. Freshworks integration that provides access to key analytics and metrics on the customer in the form of statistics and reports that a business executive can use to modify their customer journey and create a highly personalized one on the basis of analytics.
