Customer Experience – The Many Ways Customers Create Data

When looking at how to improve your customers’ experience with your brand and improve the levels of customer service across each area of your business, you don’t need to spend thousands of pounds on hiring a customer experience consultant to tell you where you are going wrong.

In the first instance, the data you need to start making positive changes to the customer experience is usually right in front of you.


In our whitepaper, “Information and the Customer Experience”, we looked at the many ways data is integral to improving customer experience levels.  Here are just a number of areas where a customer creates data based purely on their interactions with your organisation:


  • Web; visiting your site for more product/company information, finding contact data, requesting support or ordering services.
  • Email; whether that is between internal support teams, or between your customer and internal teams.
  • Phone; for sales information, ordering, support, account management – how many times the customer called, at what time, and what issue prompted the call. At a macro level, what are the busiest times for calls, what does each call cost and how quickly calls are completed?
  • Social Media; what are customers saying about your company and product, are they engaging with you on social media through likes, follows and tweets? What are they using social media for? Are these engagement channels replacing traditional phone calls for certain interactions?
  • In Person; what information is the customer sharing with your teams during meetings or at events, how often are they meeting with you, what outcomes do those meetings have, do face to face meetings result in higher sales or success rates than phone or web driven conversations?
  • Marketing; how is your brand perceived by your customers, what marketing campaigns do they come into contact with, what resonates the most, what drives tangible behaviour, what prompts action, what doesn’t result in a sale?
  • Support; how do customers first contact you when they require product or service support; via forums, web chat, email or phone?
  • Internal Business Departments; your different business departments will invariably be collecting data on each customer – across finance, legal, sales, logistics, manufacturing, support etc.


If you were to collate data from all of these different areas, you could derive valuable insights into the experience your customer has each time they engage with your business.  It may be unrealistic to track each customer at such a granular level, but reminding yourself to constantly think about what data you can derive from each business function that could impact on customer satisfaction is an important activity; especially in an age where it is so easy and quick for customers to share experiences with other potential consumers over social media.

Outside of your own company’s interactions with a client, we highlighted in our report that consumers are producing more data than ever due to the mobility and internet of things technology trends:



  • Social media can be accessed on the go through mobile devices; increasing available information about customers’ perceptions and experiences in real-time.
  • Mobility means that data about locations and travel can be shared for a greater understanding of your customer’s habits and/or demographics.
  • Information collected within apps is increasing as software providers become increasingly aware of the value of data they are collecting from their customers.


Internet of Things

  • Many appliances and devices in the home and office are increasingly able to collect, process and share information with users or report it back to the company delivering the original product or service. This means that data collection and sharing is becoming ubiquitous and constantly updated all around us.


Additionally, the software tools you use to interact with clients (VOIP telephone systems, support ticketing apps and web chat facilities, for example) are becoming increasingly data-driven; one of their core product features is now the ability to track, process and deliver data for better insights, so businesses will naturally start to collect data about their client interactions and use it to build their wider customer experience programs.

For more information, download the full whitepaper at C24’s site.



Image courtesy of NYC Media Lab.


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