Customers contact you across multiple channels, at different levels of expertise, and for a variety of reasons. It's important to have customer service software in place to help facilitate the collection of information across every one. The more data you can gather and analyze, the easier it becomes to make changes to your product.
You can use this data to build better experiences for the customer as well as your team and set both groups up for success. Without customer data, you'll only be basing your ideas on intuition. The information you collect on customers is your best tool for making decisions that have a meaningful impact on each relationship.
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