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big data

Image – ladislau.girona, Flickr (CC license)

In the customer service environment, businesses have access to a wealth of operational and systems data in the contact centre. With the correct measurement and optimisation (dashboards and reporting; staff scheduling; training; processes; workflows; systems etc.) all this data can be used to improve efficiency, productivity, cost savings, and enhanced CX.

However, while it takes skill and knowledge to identify and remedy some of the day-to-day challenges in this environment, the quantitative nature of most of this data means that outcomes are easy to measure and the results can be clearly shown as objective.

When it comes to analysing and understanding customer attitudinal and behavioural data though, the situation is somewhat different. This data, often requiring observation and subjective analysis plays such an integral role in understanding why customers make certain choices.

This also contributes to understanding their needs, wants and preferences, which in turn dictates customer service, marketing, CX and general business strategies. However, a lot of the accessible public data (particularly online content and social media) is laden with interpretive challenges.

The evolution of social media

From a consumer perspective, social media started off as an instant, fun and sincere way to communicate and relate to friends, family, and the world at large but it has since evolved into something much bigger and more complex.

People have become brands, and social media platforms have become public mouthpieces for individual expression…but how real and accurate is the content on social media and how heavily is it influenced by identity curation and the desire for social conformity and acceptance?

Trending: private Instagram profiles

Crippled by the weight of growing up and being judged in a public online space, younger generations are seeking refuge in protected and safe online spaces where they can be anonymous and their “authentic online self” without being subjected to any criticism or social pressures.

In addition to their “real” public Instagram or other social media accounts, many have set up private fake Instagram accounts (called “Finstas”) using generic handles.

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