Companies can use big data to leverage customer relations

Posted by Justin Hesser on November 2, 2012

As reported by this blog, data analysis has become an increasingly necessary part of running a successful business. According to Harvard Business Review, this concept fits right in with customer service and relations, allowing representatives to engage and satisfy customers much more effectively.

The source states that there are a few tactics companies should adhere to in order to get the most out of customer data. For example, businesses should be systematic in their approach. Analyzing large amounts of data isn't something that can be done on the fly, it requires a careful and comprehensive system and process to go through before any decisions can be made.

Furthermore, it's critical that companies focus on the most vital data. While using as much as possible can help, it can often leave departments overwhelmed and inundated with numbers and graphs. By keeping it simple and focusing on the critical statistics, companies will leverage their data analysis much more effectively.

"Research shows that personalization can deliver five to eight times the ROI on marketing spend and lift sales 10 percent or more," writes Josh Leibowitz, Kellungerman and Maher Masri, authors of the article and major executives at McKinsey and Company.

Custom software can aid with customer relation data

Companies looking to increase their efforts in maintaining customer relations data should consult FileMaker developers to create custom software that can be molded to their specifications and needs.

For example, if a business needs to place more effort on discerning between the different groups and demographics that make up their client base, it can be helpful to use database software to create graphs and charts depicting what clients do and don't have in common. Furthermore, with this information, companies can share the graphs and charts with other necessary departments, such as sales or account management, which can then make additional adjustments to support the breakdown in customer demographics.

With the combination of custom database software and big customer-centric big data, businesses will be able to pivot themselves for a more client-oriented experience and deliver better results.