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Actionable advice on optimizing the customer lifecycle

Customer Analytics for Customer-Facing Teams

Market Trends - March 14th, 2013 by Natalie Issa.

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What customer insight do your customer-facing teams have? Your sales team relies on your CRM. Support has a help desk. But do these teams understand the behavior of the customers they talk to everyday? How they’re using and interacting with your website or application?

And if they did, how much do you think that would improve their performance?

Unfortunately most companies reserve behavioral and analytic insight for data teams and highly technical members of the organization. But customer-facing teams are the ones who can put the insight directly into action.

Let’s take a look at how different customer-facing teams can use customer analytics to improve their effectiveness, starting at the beginning of the customer lifecycle and moving through it.

1. Customer Analytics for Sales

One of the first stages of the customer lifecycle at which a customer-facing team steps in is sales. At this point, the customer has most likely already researched your offerings, very extensively in many cases.

If you’re in the B2B space this will be especially important as, according to Forrester Research, 92% of business buyers go online to research products and suppliers. Similarly, industries such as real estate, insurance, and other services see a majority of their customers come to them having already researched their offerings online.

All of this “research phase” activity tells you which products the customer explored, how much time they invested in your company, if they viewed key pages like pricing, documentation, terms and conditions, etc. Or perhaps your company offers a free trial, in which case you would know the customer’s product usage, which adoption milestones they’ve reached, and their overall engagement.

Now imagine you were able to arm your sales team with all this insight before they even approached the customer for the first time. And then imagine if they were able to continue to monitor the lead’s behavior, helping to move them through the process. That’s powerful.

You can easily see how vital customer analytics can be to the sales process and how giving your sales team access to this insight can dramatically impact your bottom line.

We integrated with Salesforce for this exact reason. Putting this invaluable behavioral insight directly where your sales team lives makes it immediately actionable.

Woopra Salesforce Integration

Furthermore, sales teams can benefit greatly from customer analytics by getting notified of important customer activity. For example, regional sales teams may get notified whenever a customer signs up from their assigned region, is from a medium or large enterprise, and any other important criteria.

There’s a lot of noise and sales teams need to prioritize their time by identifying promising leads immediately. Real-time notifications enable them to do that.

2. Customer Analytics for Support

Now that you’ve closed the deal, the customer needs to be supported, which is where the next customer-facing team comes in.

You may have heard a couple Woopra customers, like Tatts and BillFloat, talk about how they use Woopra’s customer analytics for their support teams. We hear this time and time again, even from companies who never intended – initially – to use Woopra for their support teams. The thing is, once you have access to this data, you can’t help but realize how incredibly useful it is for supporting customers.

Woopra Profile for Support

So how do these companies use customer analytics in their support teams?

Whenever they receive a support request form a customer, the first thing they do is look up their Woopra customer profile. They do this to see exactly what the customer did, diagnose the problem, and come to the best solution. Their support teams can instantly understand what the customer experienced.

Having this insight makes the entire support process infinitely more efficient. Think of it like this: how many times have you gotten in touch with support only to have to recount in detail everything you just experienced. With customer analytics, support teams already know what you experienced, saving both time and headache on both ends.

And once the support representative is helping the customer, they can actually see, in real-time, exactly what the customer is doing.

3. Customer Analytics for Customer Success Management

If you’re in the SaaS space, you’re probably familiar with the quickly-growing customer success role. These teams are responsible for retaining customers, which is a priority for SaaS companies as they rely on subscriptions.

Customer analytics comes into play here as product usage is perhaps the single most important factor when evaluating if a customer is at-risk of leaving. If a customer stops using your product, they are most likely going to drop it completely in the near future. Customer success teams can prevent even getting to this point by understanding customer behavior from the beginning and ensuring that customers are getting value out of the product.

To that end, we have an exciting customer success partnership coming in the next few months. If you currently have a customer success team and are interested in getting in on the integration early, shoot us an email.

To conclude, if you’re using customer analytics, you’re sitting on a goldmine of data. Now you just need to put it in the right hands.

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