Businesses receive complaints and compliments almost daily. Most companies simply log this information, address the issue, and never look back at it. Savvy businesses collect the data and use it to create detailed customer metrics. Customer metrics can be employed to solve issues and improve client relationships in different areas of business. It’s an efficient use of big data, and a highly targeted way to enhance customer service.

Sales and marketing teams that utilize customer metrics have a distinct advantage over their competitors. They have first hand knowledge of what consumers want and need, and their messages are tailored around those concerns. Customer service departments can also benefit from customer metrics by creating protocols and procedures to address certain issues, based on feedback given directly from their clients. This feedback may come in the form of a complaint, an inquiry on the company website, via completed surveys, or several other ways that businesses use to compile consumer statistics.

Consumer complaints are often the most effective data source to utilize for creating customer metrics. They’re usually very direct, meaning that the problem is clearly presented. This gives businesses a much better idea of where to begin improvements, and a starting point for measuring the results of those changes.

Website enquiries are also very good sources for collecting data. Utilizing tools to recognize patterns in the types of questions that visitors ask can help companies choose specific products and services, based on customer demand. The overall goal, regardless as to where the data is collected, is to use information directly from the consumer to enhance their experience with your business, and to increase overall revenue.

Big data is not just for Fortune 500 companies anymore. Small and micro businesses have access to a wealth of information within their own organizations; they just need the right tools to collect it. Using customer metrics is a great way to improve relationships with clients, and create an atmosphere where each department is proactive, rather than reactive to issues that arise.   

Source: Click Software