Understanding customer experience can help your company tailor its offerings and marketing strategies. Technology MNC companies leverage big data analytics in order to understand its market down to age groups, gender and even whether they eat Chinese food on Fridays. For a small business, this type of information is difficult to obtain. When you leverage call center outsourcing services as part of your data gathering strategy, the service rates are offset by company growth.
Albert McKeon’s article on customer experience strategy explains the importance of intelligence gathering and how a one size fits all approach to marketing is no longer viable. Data analytics offers companies the opportunity to glean information from multiple locations, including social media, forums and proprietary databases.
Filtering and interpreting this information requires software that is able to handle large amounts of data. This software isn’t perfect and can be expensive. Large multinational corporations are already taking advantage of data mining by finding micro niches for targeted product lines.
However, it is difficult for small businesses to imitate its larger competitors. Not only is it important to purchase the right software, it is also vital to use it properly. Without understanding the right questions to ask, the best database in the world can’t supply the correct information.
With small companies, all employees handle multiple tasks. They aren’t data analysts and startups can’t afford to hire a time specialists dedicated to big data mining. Data can be powerful, but also dangerous. If a company acts quickly on incomplete information, then mistakes are made. If a business waits to ensure that all of the information is gathered, then opportunities are missed.
In order to find information your organization never knew existed and use it properly, you need to hire specialists. While data scientists may be cost prohibitive, call center outsourcing rates aren’t. Call centers can help you gather enough information about your customers that you can determine what data you need to glean from other sources.
Call center outsourcing organizations hire and train agents to understand the markets they serve. The staff is your frontline and they will work with your customers on a daily basis. As they learn more about your customers, they will be able to develop a profile that will help you with the rest of your data gathering.
Accurate profiles coupled with vital analytics are the two important elements of getting the most out of big data. The call history information from the call center, combined with your company’s CRM, and Internet sites will help you build a more complete understanding of the customer experience you service. Using this information as a launching point, your company can then continue to gather more data in order to tighten the focus on specific segments within your market.
When your company can create tailored products, you can increase market share of the niche segments. While the market is smaller, the increase in sales will compensate for the decrease in your customer base.
The availability of big data and the necessary analytics tools makes niche marketing more profitable than ever. Technology MNCs have been taking advantage of this research tool to refine its marketing strategy. Small businesses can now even the playing field by hiring their own experts. Call center outsourcing rates are less prohibitive than hiring analytic consultants or even having your own in-house data science team. Let the call center experts help your company understand your clients so that you can then search for the information that you need on the Internet. Market segmentation will help your organization achieve sustainable growth while increasing customer satisfaction.