Amas Tenumah, Vice President of Customer Care at Cox Communications, discussed how big data can help an organization improve its customer satisfaction levels during his presentation at the 2015 Customer Care Leadership Forum in Dallas on Feb. 26. In his presentation, "Big Data and Customer Experience," Tenumah noted that big data can provide valuable insights that an organization can use to enhance the customer journey.
According to Tenumah, how an organization views the customer journey can affect its customer satisfaction levels. Building customer loyalty is key, Tenumah said, and big data enables an organization to interact with customers throughout each step of the customer journey. In addition, Tenumah pointed out that big data technology is readily available that can make it easier than ever for an organization to learn about its customers: "The data already exists. The technology exists. You can utilize this to really improve the service part of the customer journey."
An organization that understands how to leverage big data to improve the customer experience, Tenumah said, can build customer loyalty. Also, Tenumah noted that examining how employees interact with customers can provide valuable data that an organization can use to bolster its customer satisfaction levels: "The most important part is it’s really about looking at the past, understanding what customers have had great interactions with what kinds of agents. Remember, with the first step, your agents are self-identified, so you can take your customer and begin to see what kinds of customers are interacting with agent type A so that instead of actually taking for granted the data you’re getting you can validate it within your own shop to see if there’s any correlation there."