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Customer service data is the key to personalized marketing

Customer service interactions generate a wealth of data. And with the help of new techniques such as conversational AI and contextual communication, you can do more and more with that data. For example, you can improve the customer experience of your organization and make marketing campaigns more effective and more person-oriented. So how does that work?

Rapid technological developments

A lot has changed in the field of customer service accessibility through different communication channels over the past three decades. Today, the customer has various channels such as telephone, email, chat and social media at his disposal for contact. This communication can be easily analyzed using advanced technology. For example, omnichannel platforms help you formulate standard answers and handle conversations faster, so you serve the customer better. As a result, the score on customer satisfaction can skyrocket.


Data and sentiment analytics

New technologies such as data and sentiment analysis help companies optimize customer experience at the same time. By performing analysis, a customer service manager gains a better understanding of the type of questions that are asked, the knowledge needed to answer these questions and which channels are most suitable to use. Technology also makes it possible to add context to conversations, so customer service can be organized more efficiently. With these data insights, organizations improve their customer service and create a better customer experience.


The emergence of conversational AI and contextual communication

Conversational AI and contextual communication are important tools to make customer services not only more efficient, but above all more human. These technologies can make a great contribution to improving the customer experience. By using customer data and automation in a personal way, customers are helped faster and they don’t have to repeat their story over and over again.


In practice

What does that look like in practice? When a customer calls customer service, the bot retrieves all the necessary documentation and information through voice before the conversation reaches the agent. Instead of starting with basic questions like: who are you, what is your address, your customer number, your question, etc., the agent can respond directly to the specific needs of that customer. This contributes to overall efficiency.


Cutting costs through technology and efficient customer service

The effective use of these technologies can also save companies costs. For example, the use of AI bots and automated systems can reduce the number of simple questions that need to be answered by customer service representatives. And bots can easily help multiple customers at the same time.


Balance between AI and personal attention

This, of course, must be trained in the right way for a good, relevant interaction. It’s important that customer service departments find the right balance between using AI and offering personalized attention. When you use AI to quickly find the right answers, employees can focus on the personal aspect of the conversation.


Changing role of agents

AI technology can efficiently handle many customer queries. The use of that technology changes the role of agents considerably. Simple questions, such as information about opening hours, package locations or product availability, are increasingly being answered by technology (aka bots). This makes agents’ work more varied, as the more complex and urgent questions end up with them.


Monitoring and adjustment remains necessary

If companies do not adequately respond to technological developments, this can have negative consequences. Think of dissatisfied customers, bad reviews and a negative image. It is therefore important to closely monitor and adjust the impact of technology on both customer service and marketing, and the brand as a whole.


Collecting and analyzing data

Sound of Data provides organizations and enterprises with the technology to collect and analyze this data, giving marketers access to actionable insights that enable them to adjust and optimize their marketing strategies. The data collected from customer service interactions helps marketers develop marketing campaigns.


As the key to personalized marketing

This data provides valuable information about customer behavior, questions asked, sentiment, product preferences, customer groups and channels used. It allows marketers to make their campaigns more effective, personable and cost-efficient, while improving the quality of customer service and the overall customer experience. This can in turn lead to more loyal customers and a stronger brand. This way you make optimal use of that customer service data and the entire organization benefits from it.


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