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The greatest value of any business is customers and their loyalty. It is possible to gain customer loyalty through a high customer service. This is what is remembered and what makes the client come back repeatedly. The recent stress caused by the pandemic has forced organizations to drastically change their policies, move all business online and learn how to maintain a level of customer service in these conditions. Supporting customers during difficult times leads to continued customer retention and loyalty in the long run. At the moment, the market is very dynamic, influenced by various external factors and changes. Under such conditions, customer-centric companies that can make decisions based on data will have a clear advantage. This is where Business Intelligence can help.

BI is an indispensable tool in the decision-making process and effective business activities. It allows to combine multiple data sources, collect and analyze data to solve problems. The main tasks that BI covers are providing, analyzing and understanding the current business situation, identifying patterns, trends, changes and the ability to quickly respond to them.

Top ways to improve customer service with BI:

1. A single reliable data source creation. Typically, companies get data from different data sources (ERP, CRM, website, social networks, etc.). Having several sources, it is quite difficult to understand what is happening and where. BI combines all data sources into a single dashboard and provides the user with complete information about the company’s interaction with customers in one place;
2. Real time data receiving. Previously, data analytics could take hours, and in some cases even days. Decisions that were made on already «old» data are ineffective. This, in turn, had a negative impact on company competitiveness. BI tools allow real-time data analysis by streaming data from different sources to the dashboard. Users have the ability to quickly analyze, draw conclusions and quickly respond to customer behavior;
3. Making informed decisions. BI allows to use truthful data in the decision-making process that eliminates any inaccuracies and guesswork. The dashboard shows what channels are the most successful in terms of customers conversion. This allows to adapt strategy and make changes to maximize ROI. For example, it is possible to determine PPC campaigns and social media posts effectiveness and if necessary, redirect the budget;
4. Clients in modern conditions assume the ability to contact the company in any convenient way and at any time to quickly solve their problems. Long correspondence in the chat, then the need to call back and transfer the request to another specialist without transferring information from the client can have a very negative impact on him. According to research, 89% of customers are annoyed by the need to repeat their problem to each new specialist. Omnichannel personalization can increase revenue by 5% to 15%. BI provides insights across all channels to get a complete view of the customer journey;
5. Decreased customer churn. It is important to analyze and determine the rate at which a customer stops using a product or service. Customer churn has a direct impact on a company’s success and profitability. This is also due to the expensive replacement or return of customers. With the help of a BI dashboard, it is possible to identify and eliminate problem areas, take appropriate measures to avoid losing customers. For example, it is important for a help desk to identify tickets that require more time to resolve a problem. This makes it possible to find out the cause, respond correctly, involve more specialists and resources, and solve a problem promptly.