Data-Driven Customer Journeys
Alexander Ter Meulen
December 15, 2021

Keeping customers happy doesn’t just mean dealing with their calls and queries. Customers expect businesses to make the process as pain-free as possible. They expect them to know who they are, why they’re calling, and what their needs are – not a tall order considering the amount of data and technology being used by customer service departments. However, getting a clear overview of these things isn’t always that straightforward – or at least it hasn’t been up until now..
Data First Decisions
In the past, many contact centres would base their customer experience decisions on data such as the number of agents available, pick up times, and call waiting times. However, there have never been clear data points on the actual customer journey. Take, for example, the first time a customer calls in. Tracking who they spoke with, what their experience was like, if they were transferred, and how long they had to wait is possible, but it involves pulling in disparate pieces of information. But with access to this kind of insight, businesses have an opportunity to essentially predict the kind of calls that are coming their way – creating personas based on call types, and analysing a particular customer’s mood based on previous experiences. By building on customer patterns and experiences in this, and by using AI (Artificial Intelligence) businesses can now offer a better end-to-end customer experience.
Easy Access Insights
With so much information from across an entire business – such as team data, calling data, integrated app data, as well as CRM and enterprise resource data – presenting insights with clarity is vital. However, making sense of it all is no longer just for companies with deep pockets. Thanks to business analytics platforms like Microsoft’s Power BI, smaller and mid-size businesses can get in on the act too. Power BI is a collection of software services, apps, and connectors that work together to transform unrelated sources of data into coherent, visually immersive, and interactive insights.
Joining The Dots

So many businesses need better insights across a variety of different systems. But when you have legacy systems that are entrenched in the business, it can become difficult to pull in the correct data from the various sources.

Here at Universal, we can help businesses join the dots and synchronise the data from different servers so that everything is pulled into the Power BI dashboard.

This allows any business to have a complete overview of data sources, so that they can make the big (and small) decisions on how they offer the best customer experience – time and time again. And given that 86% of buyers are willing to pay more for great customer experiences, the impact on the bottom line can only improve.