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Driving E-Commerce and MLM Success Using Customer Support Data

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Business success depends on many factors, but there is a goldmine that many businesses often fail to tap into: customer support data.

Knowing how to leverage customer support data will help you enhance the overall customer experience—and, by extension, your revenue. 

Focusing on improving the customer experience can result in significant revenue growth. According to data, 86% of people are willing to pay more for a better customer experience.

So, how do you get that customer support data, and what do you do with it?

You’ve come to the right place for answers.

We recently interviewed our Chief Innovation Officer, Andrew Hill, and discussed customer support data. We talked about the value of customer support data, measuring customer satisfaction, using customer feedback, and more.

Why Customer Support Data Is Crucial for Business Growth

Talking about customer support data will give your businesses a clear view of customer feelings, issues, and the solutions they’re looking for.

Not all metrics will be relevant to your business, so focus only on customer support data that significantly impacts your business decisions. 

Here are some metrics typical in outsourced customer support:

  • Average Handling Time (AHT)

How long does it take for agents to resolve customer issues?

  • First Contact Resolution (FCR)

Are your agents resolving issues during the first interaction?

  • Customer Satisfaction (CSAT) and Net Promoter Score (NPS)

Are your customers happy when interacting with your support agents? Do your customers like your current offerings? Will your customers be brand evangelists?

Measuring CSAT, NPS, and similar metrics can provide valuable insights into operational efficiency and customer sentiment. 

For example, long handling times may suggest process inefficiencies or poor agent training. Meanwhile, low FCR rates could indicate that agents need better tools to solve customer issues during their first contact.

Our Chief Innovation Officer explains these metrics, “These are designed to help manage how quickly your team engages with a customer, how often those issues are resolved within that first interaction, and understanding the different channels, whether it be phone, chat, SMS, or social media.” 

Businesses can optimize resource allocation and provide better service across multiple channels by strategically using outsourced support data. 

Partnering with a reputable and experienced business processes outsourcing (BPO) provider helps you collect, unify, and activate customer data. Then, you can use this data to personalize the customer experience and improve customer satisfaction.

Measure Customer Satisfaction Through CSAT and NPS

Focus on two critical customer satisfaction metrics: 1) CSAT and 2) NPS. 

These two metrics can offer insights beyond the immediate transaction by giving you a longer-term view of customer loyalty and advocacy.

Customer Satisfaction (CSAT)

This metric captures customers’ satisfaction with specific interactions. Your agents can collect CSAT data via post-interactions or after-call surveys and use the feedback to improve customer service.

Net Promoter Score (NPS)

NPS measures the chance of a customer recommending your brand to others. It’s an excellent indicator of long-term customer loyalty and brand strength. Higher NPS indicates that your customers are happy enough to become advocates, eventually promoting your business!

For MLM businesses, high NPS can reduce churn and encourage distributors to stay engaged and active. 

Andrew Hill says, “For MLMs, which rely on network-based growth, and for e-commerce, where customer retention is key to profitability, NPS can be a game-changer.” 

Improving these scores should be a top priority for businesses looking to maintain a solid customer base.

Customer Support: Context and Intent

While CSAT and NPS are crucial metrics for any support team, modern customer support data analysis goes deeper.

In customer support, context refers to the history and situation of each customer inquiry. On the other hand, intent reflects the customer’s goal or reason for contacting support.

Understanding the context and intent behind every customer interaction is crucial for gaining accurate insights. This makes improving personalization, reducing friction, and optimizing self-service offerings easier.

Use artificial intelligence (AI) to understand context and intent. Relying on advanced, automated technologies like AI allows for improved process efficiency and data accuracy.

“With artificial intelligence, we can now extract meaningful data from every interaction without the need for human labor,” Hill notes. “AI is able to look at the whole conversation and understand context and intent rather than just a few keywords.” 

This data is even more critical for MLM businesses. 

You can address operational inefficiencies, improve product training, and refine sales processes when you understand the issues distributors and customers frequently encounter. 

Here’s how AI can help MLM businesses, according to Hill:

In MLMs, AI can help predict when distributors might churn based on their support interactions, enabling companies to intervene before it’s too late.”

Use Customer Feedback.

Almost 8 out of 10 shoppers look for websites with customer reviews. People are likelier to buy something if they determine that others before them have tried and liked it. It’s human nature to want to know if something is worth it before shelling out a potentially significant amount of cash.

You can leverage outsourced customer feedback to gain insights into customer expectations and pain points.

Outsourced teams usually interact with customers daily, and getting feedback can help you make better, more informed decisions. Your customers feel more valued and understood, and you get valuable feedback data—it’s a win-win!

Outsourcing companies like ClearSource excel in helping businesses control the power of this data. How so, you ask?

Hill emphasizes, “Outsourcing customer support offers three key benefits: scalability, cost efficiency, and access to specialized talent.” 

However, our Chief Innovation Officer adds that the real value comes from how businesses use the data collected through these interactions.

Address Operational Inefficiencies With Technology.

One of the most significant challenges in the BPO industry is high turnover. High turnover rates can lead to poor performance, lower customer satisfaction, and increased training costs.

ClearSource implements AI-driven solutions, such as on-demand agent assist and AI simulations, to combat this issue.

We also use technology and data to root out and address operational inefficiencies and improve overall performance.

On-demand agent assist tools allow agents to ask questions in real time and get immediate, accurate answers, reducing the need for lengthy searches through knowledge bases. This improves both agent proficiency and customer satisfaction.

AI simulations have also been invaluable in training new agents. 

Hill explains, “We used AI simulations to create real-life scenarios that agents can practice without added pressure of practicing on a real caller.” 

Our hands-on training approach helps our agents learn more effectively, reducing turnover and ensuring teams are 100% ready for their roles and responsibilities. 

By focusing on customer support data for business insights and implementing AI-driven solutions, we enhance service quality while reducing operational costs.

Take Your E-Commerce or MLM Business to the Next Level

ClearSource specializes in helping e-commerce and MLM businesses use customer support data to drive growth.

We’re experts at leveraging outsourced customer feedback and using outsourced support data strategically to improve operations, customer satisfaction, and product development. A one-stop shop for you!

Contact us today to learn how we can help you turn customer interactions into actionable insights that fuel your business growth.

ClearSource Experience

  • Customizable solutions: We tailor timelines and pricing to fit your specific needs.
  • Dedicated teams: Our team adapts to your unique workflow for seamless integration.
  • 24/7 support: We offer around-the-clock assistance for your peace of mind.
  • Complimentary on-site consultations: We provide expert advice at no additional cost.
  • Scalable support: Our services grow alongside your needs.