There are countless ways a company can use big data and qualitative information to determine the suite of services and functionality a customer would want or need. From good old-fashioned tally marks to highly robust analytics that consider your company’s entire customer experience ecosystem, there are tools that give clues as to what would provide meaningful automation for customers, set them on the path to success and reduce operating costs.
Your customers have in mind their reason for reaching out to your company well before they boot up their computer, take their smartphone out of their pocket, stop by your store, engage Google Home or Alexa or pick up the phone. Often, these drivers are predictable and you can anticipate their reason for contacting your company. Other times, it's anyone's guess.
Handling customer interactions with ease and grace will contribute to your customers' expectations of how easy it is to do business with your company, and whether that experience encourages them to remain loyal. Remember, each customer experience is either doing damage to your brand or helping to promote it.