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How Business Intelligence and Analytics Help Enhance Customer Experience

In today’s competitive business environment, credible, comprehensive and actionable business insights are crucial to aid in enterprise decision making and optimize business processes for increased profitability. A complete view of customers, prospects and partners is essential for strategic and tactical decisions. Organizations cannot continue to use the one size-fits-all approach to satisfy their clients and remain competitive. Intuition also cannot be the source of building consistent and relevant customer experience. The right tools and resources should be used to gain and apply new insights from available customer data to improve customer experience.


Business Intelligence (BI) and analytics tools are therefore very important to unlock insights for understanding customer needs. BI is a technology-driven process that involves use of various tools and methodologies to collect data from internal and external sources, analyze it and present the result as actionable intelligence to support decision-making and help organizations capitalize on available and future opportunities. These tools integrate data from sources such as customer relationship management and financial systems, supply chain, and social networks.


Business Intelligence and analytics is therefore instrumental to optimizing customer interactions to help elevate customer experience. Organizations should seek help from technology consulting experts to implement the right BI tools to improve customer experience and gain competitive advantage.


The following are some examples of how insights from the business intelligence and analytics tools can help organizations improve customer experience.


  • Tailor products or services to meet customer demands: Marketing analytics analyzes customer data and behavior to provide actionable insights on marketing key performance indicators (KPIs). By analyzing the available customer data, organizations can better understand their needs and provide products and services that are tailored to their specific needs.  Insights from customer data also promote marketing effectiveness, as targeting and segmentation is improved. Effective marketing and tailored services elevates customer experience and provides competitive advantage.


  • Provision of personalized offerings: Personalized customer data is available through social network sites such as Facebook, Tumblr, Twitter and Instagram. Organizations can collect data from such sites and analyze it further with BI tools to provide insights on what customers are looking for and develop strategies accordingly. For example, organizations can use personalized data from personal blogs and social network profiles to satisfy individualized interests. By implementing such BI and analytics tools, personalized interests are fulfilled and customer experience is improved. Organizations also improve their marketing effectiveness, as they are able to determine the right areas to place their advertisement and other promotional content.


  • Optimization of internal business processes: Service analytics provide insights that help organizations increase operational efficiency, effectiveness and overall performance across multiple channels. For example, sales analytics provide actionable insights to improve sales, forecasting and budgeting and hence promotes sales efficiency. With increased efficiency and effectiveness, the rate of service requests resolution is improved and customer satisfaction is increased.


  • Analysis of future trends: Business intelligence solutions play a crucial role in market analysis and help companies identify market trends to anticipate and plan strategies for changing market conditions. They help businesses understand what is affecting their market segments and where adjustments need to be made to capitalize on new opportunities. For instance, insights on consumption trends help them build products that meet customer demands. Insights on market trends also help to improve targeting and marketing strategies.  This helps elevate customer experience and make businesses more profitable.


  • Improved quality of services: Using the right BI solutions also helps organizations provide better quality services to their clients. It further supports improved budgeting and operational efficiency, which in turn improves the quality of service. For example, use of analytics for health care data has provided insights that has helped improve health care services provision and provide better care. Business can also use BI and analytics tools to improve their customer services by improving customer interactions. When the customers reach out to them for assistance, business representatives are able to get the required information about them so that they can quickly and efficiently resolve their issues without having to ask repetitive questions. This improves the overall customer relationship and satisfaction levels – both of which influence the quality of service.

In this digital era, organizations should integrate business intelligence in their operations to improve customer experience and remain competitive. Implementing the right BI and analytics tools help in getting crucial insights that add efficiency and effectiveness to organizational operations.  To ensure your BI and analytics initiatives align with your technological priorities and customer-centric goals, consider employing the services of technology consulting experts so you get the most out of your investment. .


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