Your unified communications (UC) system is enabling more efficient communications and collaboration among your employees. Anticipated outcomes have been realized, such as increased productivity and cost savings. However, you could be getting even more. Optimal UC system utilization also includes improving the customer experience with your company. If you have you not been taking advantage of the opportunity, now’s the time to get on board.

We’re living in the age of the consumer, where customer satisfaction is more of a key differentiator for brands than is product or pricing. In fact, 62 percent of global consumers have stopped doing business with a brand or organization due to a poor customer service experience. This means that most businesses are taking measures to improve their customer service systems. 

A study by Accenture, “Digital Transformation in the Age of the Consumer,” found that “improving the customer experience” received the most No. 1 rankings (21 percent) as a business priority from the 400 decision makers from global companies polled. “Growing revenues” came in second.

What does it mean to improve the customer experience? Many factors go into the mix: providing mobile support, offering a live chat option, ensuring that customer service reps are committed to the mission, and running an open and transparent business, just to name a few. 

The overarching factor in all efforts to improve the customer experience, however, is personalization. That is, whatever you do, it should meet individual customer expectations. The key to guaranteeing this outcome is to collect, organize, and analyze all the big data streaming into your business on a daily basis, from social channels to websites to interactive voice response (IVR) systems.

Companies that fail to use available customer data to increase revenues are likely to lose the upper hand in a competitive marketplace. 

Typically, personalization requires a deep understanding of your customers’ existing behaviors and preferences. With that knowledge in hand, you can personalize your messaging and customer service deliverables to drive consumers to take action in your favor. Best-in-class UC tools give you the ability to organize and analyze data so that you can know your key targets intimately. 

Technology has emerged to help businesses fill in the gaps where personal data is missing. Marketing and sales tools abound that can turn the data that streams into companies daily—from contact centers, sales and marketing departments, and even IT—into reports that can help business leaders develop strategic marketing campaigns aimed at specific buyer personas. 

Star2Star has designed its UC platform from the ground up to integrate mission-critical third-party functions, from simple CRM systems like Sugar to workhorse applications such as Salesforce. Our flexible solution includes built-in reporting and analytics to track every communication—from call to fax to chat—from a single management interface. 

To learn more about how the World's Leading Hybrid Cloud Communications Solution with embedded analytics can help you deliver a superior customer experience:

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