To make good Support decisions, modern businesses need to collect and maintain extensive information about their customers and their attitudes about any and all offered products and services.

Apart from providing more context and detail into a customer’s life cycle, customer information also strengthens and allows for personalization of the product mix. With better targeting, businesses can get ahead of their competition, and come up with insightful paths to take their service activities to new heights.

With more and more digital channels popping up, customer data has never been easier to obtain, even if you’re a startup whose target customers are on a single social media platform.

Building customer profiles and gathering feedback of support activities can be beneficial in the following ways:

      1. Boosts your staff’s morale
Being in the know-how about how your employees are interacting with the customers, and delivering support to them on queries and complaints alike, is extremely important.

You can use this data to identify how your Support Operations are faring, and if there are any bottlenecks that can be eliminated for better performance.

Moreover, when your employees can use customer profiles to understand their customers, they are better equipped to give them the perfect service and keep them happy.

      2. Retains your most loyal customers
Through multiple studies, researchers have concluded that retaining a customer is significantly less taxing on a business’ treasury than trying to obtain new ones.

This is especially important to remember when you’re trying to stay competitive in the market, and aim for higher number of footfalls.

Keep your best customers continuously engaged, and ensure that they receive swift responses to any of their queries and grievances.

      3. Helps recognize flaws in the system
Identifying potential snags in your support operations before they can happen is a tremendous tool that can easily squash bugs before they become harmful to the business.

Tickets that have unusually long response or resolution times can be analyzed and prioritized for quality checks proactively.

      4. Creates opportunity for improvement
Customer support only truly works when the customers feel that they are receiving value through your products and services, and that their voice is being heard and taken seriously by the business.

A customer support team can simply relay the relevant information to the development teams almost instantly. This cyclical feedback process ensures that your business can stay on top of emerging trends and keep their position in the market.

      5. Builds a better brand image
Even if problems occur in a customer-business interaction, it’s important to remember that customers appreciate a calm demeanor from the agent, and not someone who has a tendency to be impolite.

When your customers feel that way, they are much more likely to stick around with your business. Even more importantly, they can in turn positively speak to their family and friends, and other close acquaintances about your business.

Every business, irrespective of which industry they are located in, needs to understand the importance of customer and service data. After making use of data reporting and analytics, businesses can quickly achieve the holy grail of customer support – 100% customer satisfaction – or at least come close to it.

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