November 13, 2017 | By

Bridging the Customer Insight Gap

Every single day the world produces 2.5 exabytes of data. That’s 250,000 libraries of congress, and customer service teams are capturing more of it than ever. So, you might think that we’re headed to some kind of customer insight singularity where support reps become clairvoyant, but actually it’s just the opposite. Despite the increase in data, the gap between customers and brands is bigger than ever.

Legacy systems can’t cross the chasm

Unfortunately, more data doesn’t necessarily lead to more insights if the noise to signal ratio is high. There may be many more valuable customer insights in the form of web visits, app usage, and social media mentions, but they’re buried in the endless chasm that is the trillions of messages, notifications, visits, clicks, and updates that are happening across the digital world. And, even when businesses do capture the right data, their existing systems do a poor job of organizing it.

Most customer service stacks are full of legacy systems that were designed to collect information first and analyze it second (or never). Take CRMs, for example. They’re the virtual version of an old-fashioned rolodex and leave the labeling and sorting up to the user. Their analytics are an afterthought and they grow messier over time.

Plus, today’s support is no longer episodic like it once was. In past decades, customers called in, got answers, and hung up. You could measure support effectiveness by call volume, and that’s how these legacy systems were designed. But now? Issues never end. Customers are always-on, bounce across channels, and tickets rarely get closed. They may disclose an issue on chat, resume it on social media, and then drop off. As a result it becomes really difficult to keep track of the full journey.

These challenges are forcing organizations to rethink how they manage their data before the customer insight gap widens even further. Many look to better intelligent, digital engagement solutions for answers.

Imagine a bridge to the future

The digital engagement solutions of the future must empower agents to adapt to the over-amplified, chaotic, and never-ending support environment they now face. These systems will have to be:

  • Intelligent– to help agents identify valuable signals.
  • Omni-channel– to help agents meet customers on their channels of choice – and across device types.
  • 360-degree– to provide a single, consolidated view of an individual customer.
  • Future-proof– to incorporate new channels, methods, and customer preferences as they evolve.

Is your organization ready for this new future of support? Download The Future of Customer Engagement to learn how you can prepare.

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