Businesses should pay more attention to customer needs in a highly competitive climate, according to Andrew MacDonald, director of service design at Serco.
MacDonald says in a white paper that self-service technology could push enterprises to seek out data analysis technology in order to get a better understanding of consumer behavior and decision-making.
Knowing what a client needs and how to make purchasing easier for them also can help the customer experience, he added.
“Using insight and foresight to add value to the customer experience will open up exciting new sales opportunities and minimize lost revenue in the world of self-service,” he notes in a new Serco white paper.
The report, entitled “Making it Easy for Your Customers: Protecting and Growing Sales in a Multichannel World,” suggests knowing new rules of the trade could help determine when to intervene in self-service transactions or how to use social media in business operations.
“Today, it’s a question of how customer data is gathered, analyzed and interpreted and how the results of such analysis are applied that will determine revenue success and maintain the competitive edge of any business,” says MacDonald.