June 27, 2014
With New Analytics Capabilities, Revamped Zendesk Insights Promises to Deliver Deeper Understanding of Customers
By Madhubanti Rudra
Thanks to the practice of multi-channel customer communications, today’s companies often find themselves amidst the sea of data. Call them information avalanche or data deluge, the data can be turned into a valuable asset for a company with proper utilization. The Big Data analytics can enable the companies to sift through huge data to derive actionable insights and make customer-friendly decisions. Zendesk, a cloud based customer service platform, comes complete with the big data analytics tool. Its popular analytics tool, Insights, is widely used by the enterprises to meaningfully utilize their business data and make business decisions that improve their relationships with customers.
Zendesk has recently released a revamped version of Insights. The tool has been designed to enable the organization to measure and visualize the impact of their customer service interactions. The tool can offer easy-to-understand visualizations and reports. The companies can then utilize these reports to measure the effectiveness of their customer support. The analytics reports also help the companies to better understand their customers’ preferences and behavior, while comparing the quality of their customer services with those of their competitors.
According to company reps, Zendesk Insight can be used by the organizations to accomplish a three-prong goal:
To know what is happening
To gain greater context
To drive change
Insights help the companies capture every interaction that occurs between an organization and its customers and turns it into data that can be used to improve customer experiences. It helps organizations to drill down into specific segments of customers and find out the number of negative reviews they received from their biggest-spending customers. All the information helps the support teams to identify the areas to focus on.
The new dynamic dashboards and reports in the new generation of Insights make it easy for support teams to navigate and understand their data. The new Insights have more channel categories to allow for filtering metrics. These new categories include support channels, groups of agents, and specific sets of customers. The upgraded version of the tool allows you to zoom into a worldwide map of support inquiries. The users can now compare themselves to industry peers through the Zendesk Benchmark, which combines customer service data from more than 23,000 participating Zendesk customer accounts globally.