Companies are getting disrupted everyday because they lose focus on the person who matters most: the customer. This boils down to their processes, their product, and their people. Amazon, the world’s fastest growing customer-centric company, made this a cornerstone of their business. Over the last two decades, Amazon reduced time to delivery down to within 2 hours in most major-metropolitan areas. Gone are the days of driving to the mall; why not just order it on Amazon Prime and find it on your doorstep before you are done with lunch?

Amazon invested heavily in fulfillment because they have a real-time pulse on what their customers are looking for. If you are a department store or strip mall and you can’t speak to the now, then you are irrelevant. Amazon leveraged this information to create the biggest ecommerce business on the planet, and they did it all with the power of data.

The Importance of Support Data

Think of customer support as the frontlines for understanding how your customers are interacting with your product or service. There are critical pieces of data within each of your support tickets that tell you things like when customers are most likely to create a ticket, which elements of your product are most problematic, or which customer segments are creating the most support tickets.

These pieces of data can offer powerful insights for more than just your support team. Leading companies are digging into the numbers so they can make more informed decisions for their product, and eliminate friction points in their customer journey by surfacing and visualizing customer experience data.

Start with Native Reporting

Understanding and leveraging customer support data starts with looking at the native reporting functionality built into most customer support platforms. Customer support platforms  offer high-level reporting functionality like total number of tickets, which ticket channels produce the most tickets (i.e. phone, email, etc), and average time to resolution. 

Make Enterprise-Wide Progress with the Power of BI

For those who want to take their number crunching to the next level, the next step is getting that data into a database or BI tool. Customization is always going to be a challenge with native functionality, so the best way to get the most out of your support data is to get it into a place that enables the BI experts to comprehensively analyze and manipulate the data that is most relevant to your business.

The reasons for this are obvious; multinational CPG companies are going to have fundamentally different needs from their customer support reporting than a SaaS company in Silicon Valley. They may use the same tools, whether that is BI tools like Tableau and Looker or database solutions like MariaDB, Redis, PostgreSQL, and others.

Benefits of Best-of-Breed BI

If you’re a SaaS user, you know why best-of-breed matters. With the customer-centric arms race, having the most proficient tool for the job is critical to delivering an unparalleled customer experience, and the same goes for BI and analytics.

Operationalizing the way you ingest data from your support platforms and surface them in your best-of-breed BI or database is critical to making more informed decisions. Aside from the additional functionality, enterprises operate best when they house their BI data in a single place. Rather than creating siloes, a comprehensive solution for CX reporting gives organizations a reliable and scalable way to better understand how their customers are interacting with their product.

Visualizing the Data

The number of ways you can visualize support data in your BI application is endless, but here are a couple examples of net-new insights that a comprehensive CX reporting solution provides.

Optimize support staffing by identifying the time of day where you get the highest volume of tickets so you can streamline time-to-resolution for support tickets. This plays a bigger role for companies that offer their products to multiple time zones. You may be in Pacific Time, but not all of your customers are. Think out of the 9-5 box to identify where the weak points are in your support organization.
Break down ticket creation by category so you can see exactly where your customers are experiences issues when interacting with your product or service. This provides valuable insight for multiple business units and helps steer to ship to increase NPS and optimize product performance.


Azuqua’s Solution: Comprehensive CX Reporting

The most important thing when it comes to leveraging data at scale is automation; if your BI team is spending their time aggregating data rather than analyzing it, chances are they aren’t having the impact they could be.

Azuqua’s CX Reporting Solution offers a blueprint for better reporting from your customer experience platforms. With the power of automation, this blueprint enables you to set up customer parameters and report for data ingestion and manipulation that saves time, improves customer satisfaction, and helps your organization make more informed decisions.

Want to see it in action? Schedule a demo to learn more.