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Data as a basis for better customer service

The popularity of digital services is increasing rapidly in Finland. For example, there has been record growth in online shopping since the beginning of the year when measured in euros. The average value of a shopping basket increased by 70%, to EUR 222. The volume of orders grew by 13%, which is also several times higher than that of traditional retail. The same trend can be seen in marketing: digital marketing effectively flows into our lives through various channels.

Therefore, online services are an increasingly important part of customer service and a significant success factor for companies. Efficient multi-channel services require data on customer behaviour in different channels including the company website, social media, blogs, newsletters, applications, and purchased media. Combined with data collected from brick-and-mortar stores, this data forms an excellent basis for multi-channel services, serving as raw material for analytical algorithms.

But how can we establish a uniform view of the customer when data is flooding in from all directions? Web Data Collector (WDC), which is based on an open source code, is an effective solution. WDC is a cost-effective solution for cookie-level data collection from various websites and services. Data is stored in the cloud or in the customer’s own data warehouses at a high level of detail for real-time or later use. This enables continuous development as well as analyses, communications targeting, and optimisation of the service based on customer needs.

Data ownership, meaning that data remains with the user, is an essential feature of WDC and makes it stand out from its competitors. Data collected into WDC is not transferred or sold to outsiders and is only available to the customer who collects it. This also helps in maintaining the trust of consumer customers. This is an important aspect now that the EU general data protection regulation has made customers more wary of the purpose for which their data is used and the related risks.

One of WDC’s main competitive advantages is speed, as in business operations speed is often critical for both sales and costs. Collected data is available for use in 1 to 15 minutes, depending on the need, which enables real-time cross-channel action.

Another clear advantage of WDC over its leading competitors is the price: at its best, the solution only costs one-third of the price of other corresponding products. Unlike free software, WDC has all the necessary capacity and features.

The cherry on top is that WDC is very easy to integrate with reporting systems that are already in use. This makes the implementation process very smooth, from collecting data to taking action on it. Therefore, utilizing data in customer service and in developing business operations no longer means a major IT project, as the work can be started smoothly by prioritizing acute needs.