Analytics and Customer Loyalty

Interesting blog post on Ericsson by Carl Johan Nilsson about converting analytics into customer loyalty.

How can the marketing department use these satisfaction insights to proactively profile a customer and pinpoint the most relevant attributes that can drive customer loyalty?

Part of the challenge is the huge volume of data that is scattered over different systems. Unless correlated in the right way, this data is difficult to understand.

Identifying your customers needs

Being able to identify dissatisfied customers and the root cause is important. For example – which customers consume a high level of data but recently have been receiving a lower service level than average. Knowing this gives a lot of guidance when focusing different retention activities.

Utilizing the data gold mine

In order to get to this stage, diverse data needs to be understood and correlated in a meaningful way and presented in a customer centric view. Different users have different preferences and expectations and thus perceive the same service differently. Therefore a subjective and individual interpretation of the experience needs to be modelled to successfully profile customers based on their experience metric attributes, behavior, and business data. 

Identifying customer needs and wants, and then using customer data in a productive manner helps businesses keep existing customers and creates customer loyalty. Using analytics combined with customer data can really assist a businesses going forward.