How to improve customer satisfaction with data analytics

Consumers, in their never-ending search for something new and better, expect excellence. And at the frontlines of today’s digital commerce revolution are customer service agents, who are expected to go the extra mile in delivering quality customer experiences.

However, for your teams to deliver excellence day in and day out, they must have the analytics tools and data necessary to truly understand customers’ wants, needs, and values at every stage of the customer journey. In fact, 34% of customer experience (CX) professionals identified investment into advanced analytics as a top strategy for meeting future customer expectations, according to a 2020 Walker report. 

In this post, we’ll cover how to give your people the data they need — where they need it — thus blasting your brand into CX stardom.

First, break down data silos 

Data silos occur when stored data is only accessible to one group in an organization instead of the entire organization. Data silos notoriously lead to lower productivity and greater inefficiencies. This can happen in multiple ways, including disparate data collection and analysis; lack of integration; and insufficient tools and tech.

Disparate data collection and analysis 

Different teams often collect different data and analyze it in different tools, leading to disconnected views of customer behavior and journeys. CX problem-solving is a cross-functional exercise, as different teams are responsible for different points of the customer journey. 

To break down data silos, data management and analytics strategies should be a cross-functional effort, with stakeholders from each team collaborating on how to define the customer at each stage of their journey, building metrics for success, and developing a customer lifecycle engagement strategy based on the available data.

Lack of integration 

If employees have to deal with excessive tool switching due to lack of integrations, data will be missed or repeated, resulting in low-integrity analysis. It’s important that each of your data sources can flow into the same analytics platform — so that team members across the company receive consistent, reliable data.

Integration also helps paint a complete picture of the customer journey and experience, giving each CX stakeholder a 360-degree view of how people engage with their brand. Without this, your teams run the risk of making decisions influenced by one-sided data (such as relying on anecdotal data without looking at behavioral data).

Insufficient tools and tech 

Without a quality tool to analyze your data, teams will take matters into their own hands to get the job done. This could mean adopting a limited-seat tool and building your shadow IT or spending time on ad hoc analyses in desktop spreadsheets.

On the other hand, when equipped with access to relevant insights, teams can eliminate the guesswork in understanding specific customer needs and pain points. 

Always deliver great experiences across the board with omnichannel support

Omnichannel customer service provides a seamless, consistent experience for customers across all modes of engagement, including email, phone, chat, and social media. 

Consistently great experiences will drive customer satisfaction — and loyalty. Omnichannel integrations are key when it comes to supporting your customers where they are, on any channel. Outside of direct engagement, self-service tools for customers provide a starting point for common problems and can offer trackable insights on issues your customers often face when engaging with your brand. 

A true omnichannel support platform will also include automations that convert customer emails into helpdesk tickets, in order to track, prioritize, and resolve requests all in one place. With Freshdesk, support team members can also message and chat with customers directly through the platform, providing personalized engagement and issue resolution. You can also provide stellar customer experiences with the best free ticketing software.

Last but not least, shift from reactive to proactive with advanced analytics

Go beyond the basics of customer service (i.e., having a customer’s information, order history, and request at hand). Give your customer support team a leg up by empowering them with more information. 

Custom analytics dashboards and reports can track team performance, identify bottlenecks before a process breaks, and measure customer satisfaction (CSAT) on an ongoing basis. This data can help you build efficiencies, understand customer needs and behaviors, and resolve problems faster — or eliminate them altogether. 

To take it a step further, advanced analytics can help you forecast and enhance business reports, identify and predict key levers of support quality, and run regressions and cluster raw data to find new patterns. 

3 ways to achieve standout CSAT with GoodData for Freshdesk

The Freshdesk and GoodData integration provides outstanding advanced analytics for Freshdesk users. This partnership was built with one goal in mind: helping companies to create and deliver the best possible customer experiences.

Below are three ways to take full advantage of GoodData for Freshdesk. 

1. Leverage unified analytics that scale

Cloud-native and easy to use, GoodData’s analytics bring timely, relevant data to the Freshdesk platform with customer-centric and accessible storytelling. GoodData’s integration features allow the analytics platform to play nice with a multitude of different data sources, making integration and scaling easier for growing businesses. 

Dashboards can be customized: Users can create the charts, reports, and dashboards they need, without requesting any assistance from IT teams or data analysts. It’s straightforward and intuitive for everyone, no matter their level of technical expertise. 

Additionally, users can draw from 10 different templated dashboards, each optimized for a common business need.

For example, the Helpdesk Overview Dashboard offers a high-level summary of a company’s helpdesk system, along with the important metrics associated with creating and resolving tickets. Users will also be able to quickly identify unhandled high-priority tickets, or even underperforming agents and groups. 

Helpdesk Overview Dashboard

2. Measure and monitor constant customer satisfaction 

Your company’s CSAT is a high priority because it shows how your customers feel about your customer service. CSAT is also a good predictor of customer loyalty, with great scores indicating strong relationships that propel business growth. 

The CSAT Dashboard centralizes all pertinent information — from the high-level overview of the CSAT key performance indicators (KPIs) and distribution between the positive and negative reactions to the response rate trends. 

What’s more, users can drill down to individual CSAT responses. This dashboard can validate what is driving the CSAT score, in addition to influencing actions toward necessary improvements. 

3. Boost agent productivity with analytics

A strong, tenacious customer service team can translate to lasting customer loyalty. To help customer service leaders strengthen their team’s performance, data analytics can provide insights — based on relevant metrics — into a specific agent’s, or specific agent group’s, performance. 

Also Read: 30 Customer Service Tips to Remember

With GoodData for Freshdesk, the Agent Dashboard offers a summary of the selected agent’s details, effort, and performance within a set time period, including high-level performance trends, assigned and resolved tickets, and overall backlog handling. 

This comprehensive view into your support team can help identify agents who deserve positive recognition, as well as to flag potential issues and resolve ongoing problems.

Delivering data-driven excellence

Fantastic customer experiences make great CSAT scores — and also boost retention, loyalty, advocacy, and growth. Delivering those experiences can be made easier with data analytics, provided to your support team with relevant context and actionable insights at the point of work. 

Want to learn more about how you can increase customer loyalty with data and analytics, all the while modernizing your support ticket workflow?

Visit GoodData for Freshdesk