Customer Analytics and the Winning Element Behind Successful Service

Share:
Consumer data stands as an essential building block for creating a solid customer experience. With the constant influx of insight, companies now have the ability to tap into behavioral data, thereby using this information to boost relevance and segmentation. However, to succeed in this space, brands must implement strong analytics systems that allow the entire organization to take advantage of this insight and improve enterprisewide performance.
Data Analytics

Consumer data stands as an essential building block for creating a solid customer experience. With the constant influx of insight, companies now have the ability to tap into behavioral data, thereby using this information to boost relevance and segmentation. However, to succeed in this space, brands must implement strong analytics systems that allow the entire organization to take advantage of this insight and improve enterprisewide performance. For this year's 2014 Gartner & 1to1 Media CRM Excellence award winners in the Customer Analytics category, data has become an integral piece of their overall strategy, empowering each brand to expand their analytics approach so they may better serve their consumer base. In doing so, each brand established the systems and tools necessary to extract imperative data points and augment reach and relevance across touchpoints.

Hilton Worldwide (HWW), this year's Gold winner, enhanced its SALT (Satisfaction and Loyalty Tracking) customer analytics program, which stands as the foundation for the company's customer-centric culture. HWW recognized that, while actionable data empowers employees to drive satisfaction, loyalty, and revenue, much of its insight lacked the "so what" element necessary to improve customer experience. Thus, HWW and its Guest Experience team worked to restructure SALT to be brand-oriented, ensuring that the brand's loyalty performance metrics align with the company's overall objectives.

HWW also implemented its HEART problem-resolution model: Hear the Guest; Empathize with the Guest; Apologize to the Guest; Resolve the Issues; and Thank the Guest. Designed to meet and exceed customer expectations, HEART also aims to drive higher rates of satisfaction and loyalty, while the "Make It Right" program works in tandem to empower employees to take ownership of reported issues and improve guest experience.

Our Silver winner, DIRECTV PanAmericana, saw its huge increase in customer data as the trigger for reconsidering how the brand analyzes, classifies, and stores said information. Thus, DIRECTV PanAmericana implemented an integral business analytics solution that allows the company to explore which customers are likely to churn, what factors lead to their decision to leave, and how promoters and detractors impact the bottom line. DIRECTV PanAmericana also created an analytical roadmap, which now acts as the foundation for its Pan Regional Analytical Center for Excellence, which was designed to both promote the use of analytics and to support the end-to-end analytical needs of the entire brand.

T-Mobile took home Bronze as the result of its "un-carrier" initiative, which aims to free customers from the confines of the traditional wireless contract. Because customers can now walk away without any repercussions, loyalty means even more than it did before, requiring T-Mobile to step up its analytics and service strategy across all touchpoints. For instance, the wireless carrier discovered that consumers were increasingly taking to the Web to seek answers to their questions. Therefore, T-Mobile applied the best practices learned by its social service team to its live chat channel in order to maintain consistency and satisfaction. T-Mobile also implemented an enhanced customer analytics and reporting system, enabling the company to seamlessly gauge the success of each service interaction, thereby supporting T-Mobile's internal motto: listen, engage, and resolve.

We at 1to1 Media congratulate the winners in the Customer Analytics category. Please read their full stories here, and be sure to check back on December 1st when the 2015 Gartner & 1to1 Media CRM Excellence call for entries opens.

EXPERT OPINION
EXPERT OPINION