5 Reasons bad data can cost your e-commerce business

Data is an essential currency for your ecommerce businesses. You probably already compile and review account information, order quantities, shipping addresses, order history, marketing performance, payment information— all relying on accurate data. You know that inaccurate data can lead you to make the wrong decisions, harm your business and cost it money. What you may not know, is that there is a mountain of hidden data in your customer service activity which you are not looking at properly, and this will also cost you money. Here are 5 reasons why poor data in customer service can hurt your e-commerce business.

Why missing or hidden data impacts your business

We’ve all seen ‘those’ iceberg graphics relating to data. The thing is, this analogy works for a reason. Which is why we have one of our own!

When you don’t see what information is under the surface then there is a strong risk of you not seeing the impact it can have. We’ve broken down some of the essential views you can look at in your customer service activity that will help you see beneath the surface, and make the right decisions for your business.

1. Customer call volume.

A relatively easy place to start, customer call volume is a strong metric for any organisation. Increases in customer-service call volumes could stem from product issues, your website, payment gateways, account issues… The list is endless. But many businesses, perhaps yours too, are unsure of which issues drive their call volumes. And it’s too bad, because if these inexplicable volume trends were correctly understood, a simple co-ordination with other teams could easily fix the underlying issues. Running a call volume trend report tracked against specific issues will let you see what issues are costing you.

2. Product defects.

Issues with products have a very clear impact not only on your brand but also on your revenue. Without even factoring the initial costs of procuring these products, every product returned as defective will cost your company in additional fulfilment operations. Tracking for product defects and cross refencing the volumes by product/item enables you to make informed business decisions with regards to your procurement. You can now get back to your suppliers with evidence that will for sure help cut your returns costs.

3. Undelivered shipments.

Undelivered or missing shipments can have different causes, such as mistyped addresses or changes to the account details. But in many cases, the issue might be with a specific shipping partner. In a global marketplace it’s important to track customer tickets for shipping issues by specific carrier/shipping partner. While this list might be extensive it does long-term allow you to see what the partners are doing and whether changes need to be made.

4. Average call length.

The same as call volume, an increase in call length in customer support could indicate more complex issues arising but can also show a rise in simpler issues such as shipping errors or incorrect details on accounts. Understanding which customer issues drive longer support calls will help you decide what business process needs fixing.

5. Issues with your Website

How many people have called your customer service team to ask about the available colour or pricing of an item? Fixing this in your website would have saved you these support calls. More importantly, how many customers have not called while having the same problem, and not given you their business? Missing out on this trend of customer issues can have huge implications on your business, so do look at them.

By co-ordinating the customer support data you have, you can create a comprehensive view of the issues that are floating below the surface. In an increasingly competitive and complex market, getting a handle on this data will provide you with a competitive edge.

Cx Moments platform finds these insights for you. In a few clicks you can get started discovering and organising the hidden data your customer support team has.