How 2020's Customer-Centric Focus Will Impact Data Centers
By: Kayla Matthews on December 30, 2019
Data centers are the facilities where organizations house dozens or hundreds of servers, all of which maintain data. As the customer experience is ever-evolving, so is the way companies interpret and use information. In today's market, over half of the businesses that use analytics see an increase in retention and loyalty.
Consumers are impacted by data and vice-versa. With the rise of customer-centric industries, how will the very facilities that process data be affected?
Personalization Is Key
Businesses are focusing on creating a distinctive experience for customers. The more they can find out about them, the better service and support they can provide. Who customers are and how they shop matters. To achieve this, organizations scour sources like social media, websites and apps, marketing campaigns and more. They then take this data and apply it to their business to ensure they interact with customers in a personal and positive manner.
Data centers, of course, are necessary for this to work. When companies increase the amount of data they use, they need a way to store and organize it. Many find value in customer relationship management platforms (CRMs). This software streamlines customer information collection and allows businesses to access it on a daily basis.
Others may opt for machine learning interfaces, a technology that can perform tasks, such as answering the phone, like a human would. Either way, organizations that use information for personalization rely on data centers for help.
Shopping, Not Buying
Customers now seek out quality over quantity. With retailers like Amazon on the market, this may not seem like the case. It turns out that people want to give their money to companies that care, both about them and what they sell. If customers feel like they haven't received such an experience, they'll seek out other places to buy from. Thus, businesses must emphasize an exciting shopping experience over all else.
Companies that know their customers can provide a better way to shop, which goes hand-in-hand with personalization. By using data, organizations can tailor the shopping experience to the buyer. This technique creates a way for customers to find products they'll enjoy more easily. An improved shopping experience also piggybacks off of service, as customers often want questions answered before they buy.
Service Over Everything
Businesses that offer quick, personable service differentiate themselves from other brands and keep customers coming back. When someone seeks assistance with a transaction or can't figure out how to update their account information, they want it addressed immediately.
Almost every time, people will choose an enhanced customer service experience over speedy or free shipping. If they can't ask questions about a product, they may not buy it. Perhaps they'll visit a competitor instead. The ability to interact with a system that anticipates needs is king.
When organizations prioritize communication, consumers walk away happy. Technology improves interactions between the company and the customer. If someone calls a helpline or asks a question in a chat window, data fields the conversation. It can then offer a solution or direct a service representative to answer it. When a customer provides information, data centers store it so they won't have to repeat themselves down the line.
Data Matters More Than Ever
As information becomes increasingly essential in customer-centric tactics, so do data centers. Without them, companies don't have the means to connect with their customers in meaningful ways.
In order to create that personable and serviceable experience, businesses will have to harness the resources these facilities provide. In 2020, this need will grow alongside the push for customer-focused operations.
About Kayla Matthews
Kayla Matthews writes about data centers and big data for several industry publications, including The Data Center Journal, Data Center Frontier and insideBIGDATA. To read more posts from Kayla, you can follower her personal tech blog at ProductivityBytes.com.