Three ways to deliver a superior customer experience using location analysis
Where are your customers located? Where do they need services? And which facilities are nearest to them? If you can’t answer these questions instantly and accurately, for each and every one of your customers, your organisation is almost certainly not delivering the high standards of customer service that it is capable of.
A detailed understanding of location can help organisations respond more quickly and accurately to customer requirements and communicate with them more effectively. At the same time, insight into customer locations can be used to steer decision making and ensure that the right products and services are delivered in the right places to meet customer needs.
There are three ways in which location analysis can drive tangible improvements in customer service:
- Ensure a rapid response to customer needs
- Location analysis can be used in call centres to help organisations identify the exact locations of incidents (such as burst pipes or electricity cuts) and ensure that engineers are dispatched promptly to restore services as quickly as possible. Accurate information about customer or citizen locations is also absolutely vital when planning for disaster scenarios. Location analysis can, for example, be used to identify citizens most at risk of flooding and ensure that equipment and emergency teams are on standby in these specific areas, ready to provide assistance, save lives and protect property.
- Communicate with customers 24/7
- Citizens increasingly want to be able to access information about public services 24/7. By incorporating location-based services into their web sites, councils can make it very quick and easy for citizens to find precisely those services that are near their home or place of work. People can also report graffiti or pot holes, by location, via council web sites. Citizens enjoy a fast and efficient service, while councils save money by reducing telephone enquiries, which are more expensive to handle.
- Better understand your customers’ requirements
- Organisations can gain incredible insight into their customers by combining and analysing address data, demographics, loyalty card information, national health statistics, environmental factors and business facts. Health authorities can, for example, examine patterns in diseases and health-related issues to help determine the optimal locations for services for local communities. Equally, insurers can use location analysis to improve their understanding of risk at individual properties, provide a more personalised service for customers and offer more competitive pricing.
Market leading businesses including Scottish Power, Direct Line and the Cooperative, as well as public sector organisations, such as the Environment Agency and Durham County Council, already use location analysis to deliver exceptional customer service. Whatever your line of business, location analysis could be precisely the tool you need to help you deliver a better customer experience.
Find out more at http://www.esriuk.com/customer.