How User Data Leads to Good Customer Service

Natalie Issa
5 min read
Oct 22, 2015
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Using data to get good customer service

Think back to your last poor customer service experience. It was probably made up of long wait times, a lack of personal service, and unnecessary hassle.

We’ve all been there. It’s terrible. But the thought that your company could be providing this poor service is even more appalling.

So what’s a company to do?

There are many factors that go into a creating a good customer service experience, but one that many people overlook is data. Few companies are properly leveraging the vast amounts of user data they have to power a smarter, more optimized, and personalized customer service experience. Which is a shame, because not only does it benefit your user, but it also creates more efficiencies for your company.

Let’s take a look.

Using Data and Segmentation to Target Live Chats

By now we all know that the foundation of good communication with users is sending the right message, to the right customer, at the right time. However, the difficult part is figuring out how to do so.

The best way to target messages to users is by collecting data about their behavior, such as how often they engage with your company, what products they show interest in, or how often they buy.

This type of insight into users’ behavior helps you know when is the right time to reach out to someone and what type of message will resonate with them at that point.

Example 1: Reach out to a user demonstrating strong buying signals

Users demonstrate buying signals all the time, but you need to know how to spot them. Buying signals can include things like engaging with the emails you send, sustained product usage, or, one of the most telling signs, pricing page visits.

However, even if a user is demonstrating strong buying signals, it’s very likely they may still have a few questions or reservations about making a purchase. This is where live chat comes in.

According to Econsultancy, 83% of consumers require some degree of customer support while making an online purchase. Using the data you have about your users, you can automatically display a live chat window to these users, targeting them at the exact moment when they are most likely to want assistance.

Example 2: Save a user in trouble

Just as a user who is ready to buy will likely need assistance, so will a user who is experiencing errors or having trouble with your website or app.

Again, spotting these customers starts with data. You need to track whenever a user receives an error message or exhibits bizarre behavior, such as hitting the purchase button repeatedly. These are obvious signs that a user is in trouble and needs to be rescued before they simply abandon.

As you can imagine, time is of the essence here, so it’s key to reach out to them immediately with a live chat providing assistance.

Let’s say a user is trying to check out, but when they hit the “purchase” button, they receive an error. They try going back and checking out again, but they receive the same error. They are frustrated and at the point of abandoning the purchase, when a live chat window appears asking if they would like assistance. Your rep has come to the rescue.

Data available in customer's profile in Woopra

Using Insight into User History for Better Conversations

Going back to the poor customer service experience we mentioned above, here is a scenario that is all too familiar to most people:

You contact customer service after having a problem on a website or app. You then have to recount every detail of what you did and what happened. Even worse, you may end up being transferred to someone else, at which point you have to explain the whole experience again.

Wouldn’t it be great if your company could lift some of this burden off the customer’s shoulders?

If your reps could see, step-by-step, what the customer did, they would be able to be much more helpful and relevant. In addition, as they are helping the customer, if they could see the customer’s activity in real-time, they could guide them in a more effective — and less frustrating — way. Seeing the customer’s activity in real-time helps you ultimately help them.

Example 1: Provide help to a frustrated customer

Let’s consider the user we mentioned above who was experiencing errors while trying to check out. This user is already frustrated and the last thing they want to do is recount every detail of what they just experienced.

By giving the rep access to the user’s activity, they can quickly see what the user was trying to do and what went wrong, so that they can provide a solution immediately. The rep can even guide the user through the steps they should take while seeing the user’s activity in real-time.

Example 2: Convert interested buyers

What about the users demonstrating buying signals? They would also benefit from receiving more personalized service.

By giving reps access to these users’ activity, the reps are able to provide resources with additional insight into the products the user has shown an interest in, ultimately making the user more likely to convert. As any sales person will tell you, the key to selling someone is knowing their needs and interest.

Put It Into Action

Want to put the above scenarios into action? Woopra and LiveChat have partnered to make it easy for companies. Check out the Woopra and LiveChat integration to learn more.

Photo courtesy of James Royal-Lawson via Creative Commons.