The data your business collects on customers can help with more than identifying your best customers and the members of your sales team who are total rockstars. With analysis and effort, you can use data to engage your audience, building a better business and brand in the process.

  1. Improve Customer Service

80% of CEOs believe their company delivers a superior customer service experience, and yet only 8% of their customers agree. Historical customer data can help you personalize your customer service and support to deliver on customer expectations. A customer who calls or emails and is greeted with a personal response including their name, how long they’ve been a customer, and details of their last purchase or interaction, feels more valued.

To make sure your service meets customer expectations, analyze customer service call data to determine average hold and response time. Use help desk data to look at ticket response time and the number of tickets required to resolve an issue. If customer feedback indicates customer service is a common pain point, meet with your customer service team to discuss ways to improve.

If customers are dealing with long hold times, consider hiring additional staff to support heavy call volumes and offering alternative help options such as an online help center.

  1. Invite Customers to Play

Consider gamifying hold times with a quick and easy game answering questions about your business to keep customers occupied while they are on hold. At the end of the game, thank the customer and offer a reward for participation.

American Express® uses a similar approach with their Tweet Your Way to Savings program. After a customer links their card to their Twitter account, they can tweet with a hashtag to have points/miles added to their account, and/or have promotions and coupons sent to their inbox.

Your business could improve customer service with a similar program to encourage participation. Rewarding customers for using self-service channels is great a way to improve customer service while reducing the load on your customer service team.

Use social media channels as customer service outlets. Responding to customer service issues via social media results in those customers spending 20 to 40% more with your company.

  1. Empower Your Marketing Department

Use in-depth CRM reporting to allow your marketing department to get a closer look at a customer’s journey from prospect to customer. Examining data from previous marketing campaigns to discover what approaches worked and where they worked the best empowers your marketing department to create new, better campaigns.

Software and solutions company Cincom used personalized multi-channel marketing with email, telephone calls, and direct mail. The focus of the campaign was customer-centric, making the customer the hero. The end result? A 236.7% increase in clickthrough rates, and a 98.5% increase in handoffs to sales.

  1. Personalize the Shopping Experience

By keeping detailed records about the shopper?s journey through your store, including their past search and purchase history, you can personalize the shopping experience. Ecommerce giant Amazon? has used this practice for years, recommending items based on browsing history and past purchases, as well as cross-selling products other customers? have purchased together.

Consider implementing a customer loyalty program as a means of additional data collection. You’ll not only be able to collect data about participants? shopping habits, you’ll be able to reward customers for shopping with you and customize special offers and promotions based on what they buy most often.

Walgreens®launched their Balance Rewards program to make it easier for their customers to save money, while also being rewarded for their purchases and healthy behavior. The program supports online and in-store enrollment, online purchases, and activity uploads from fitness trackers. The program has resulted in a 6.7% sales increase, and a 4.7% basket size increase, with 10,000 daily reward redemptions.

  1. Create Content for Marketing Purposes

Analyze customer data you’ve collected through surveys and feedback to create an eye-catching infographic. Share it on social media and you’ll generate buzz about your business. Beyond infographics, you can use data to create white papers or eBooks to give away as freebies to your email list subscribers. You can also use the data as the basis for a blog post or series of posts on the company blog.

  1. Build Out Products and Services

Data helps your team learn more about what existing customers love about your products and services, what they don’t like, and what they want. If data indicates the majority of your customers share a common pain point, figure out what you can do to improve your existing products/services to relieve that pain. Is there a new product or service you can develop to solve a customer problem?

Fitness tracker Fitbit began as a simple, discrete pedometer. Models grew and expanded to include additional features such as, floors climbed, sleep tracking, and heart rate tracking. Beyond the clip-on models, there are also bracelet style trackers available. In addition to wearable fitness trackers, FitBit now has a wireless scale, Aria, that can track weight, body mass index (BMI), supports multiple users, and is compatible with the tracker. To support its tangible fitness products, FitBit has developed a feature-rich dashboard for users, along with an active community to help users reach their fitness goals.

  1. Stay on the Cutting Edge

With big data trends, you can predict what your customers want, and work sooner to give it to them. Using business intelligence programs, you can stay on the cutting edge of your industry and get a jump on the competition.

Collect data from your CRM, website analytics, social media channels, and any other avenues where the business interacts with customers. The more data you have available to work with, the more creative ways you can find to enhance your business.