David Gustafson, Executive Vice President of Product and Customer Operations at Mattersight, discussed the importance of analytics for customer service professionals during his presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. According to Gustafson, evaluating analytics related to human behavior, personality and communication is important for businesses, especially for those that want to improve their customer satisfaction levels.
Gustafson pointed out that customers want personalized experiences, and businesses are tasked with finding the best ways to connect with their target audiences. He also noted businesses can deploy various strategies to garner attention from consumers: "We have companies that are looking at doing things around the marketing side or the customer service and self-service side where the applications or the marketing content is tailored ... The imagery, the word choices, the conversations are different when it’s in their communication style."
Empathy also can have far-flung effects on a business and its employees, particularly when it comes to customer service, Gustafson said. Workers who provide support that fulfills customers' needs, Gustafson said, are using empathy to help a business better support its clientele. In addition, Gustafson noted employees must fully understand how to be empathetic to provide outstanding customer service consistently: "Empathy is really responding in an empathetic manner in the way that they want to be responded to. I think that’s a key piece when you think about employee bases, really focusing on that side of the equation, the personality and behavioral side."