White NRA Horizontal logo


The Digital Business Kit for Retailers

Learning Outcomes

Retailers will identify the type of Business Intelligence that can be accessed to inform their business plan. [printfriendly]

mod-arrow Customer Support System

Your customer support system can provide high value business intelligence which can be used to drive business decisions. Any eSolution used for customer support should be used to generate business intelligence to help make business decisions around customer support and other aspects of your operations.  This means any data produced by your customer support tools (examples listed below) such as customer data, purchase data etc. should be reported, analysed and used in business decisions.

A customer support system will often include such eSolutions as:

Customer relationship management (CRM) system

Customer relationship management system (CRM) can provide rich business intelligence including:

  • Customer demographics (geographic location, age, gender, previous purchases and more).
  • Customer buying behavior (are they frequent buyers?, what do they prefer to buy?,  etc.).  This can provide intelligence for segmented marketing campaigns and more.
  • Length of time from customer contact to sale. How long does it take on average for a sale to occur from first contact to sale? This information can help reduce costs and determine the products with the best return on investment of salesperson time etc.
  • Typical spend per customer. Used for budgeting, procurement, product selection and marketing purposes.
  • Volumes of items being purchased as inventory. Connected to an inventory management system, this information can drive your supply chain and procurement decisions and more.
  • And many other useful pieces of information to help focus marketing efforts based on customer behavior.

Staff Intelligence

On a CRM system you can also monitor staff intelligence such as:

  • Sales volume per salesperson.
  • Customer service success rates for support agents.
  • Time spent per case for sale.
  • Success rate for sales to enquiry ratios.
  • This can help dictate sales methodology for your company as it relates to your staff.

Social Media

If customer support is being completed in part by social media, you can also track (usually through the analytic section of the particular social media you choose ie. Facebook):

  • Volumes of enquiries.
  • Response rates.
  • Preferred social media stream.
  • Response times.
  • Volumes of enquiries per channel or even per hashtag# (specific issue or item).