Demographic Data Can Be Used as ‘Predictive’ Tool, Says Customer Service Firm

Logging into hot spots and updating firmware were the “biggest customer support needs” of consumers 34 and younger who bought the Samsung Galaxy S7, but simply learning how to make calls or setting up voice mail were the worries of those 65 and older. So said the data analytics firm DeviceBits, which argued that Galaxy S7 demographic trends can be used to predict the “customer service issues we can expect on Galaxy S8." DeviceBits looked at “which customer service self-support materials specific demographics searched for” during the Galaxy S7 launch, it said in a Thursday report. “Based on this insight driven by the powers of machine learning, companies like Samsung can now use data to plan their launches to run a little more smoother, knowing which demos are going to have certain types of customer support issues.” Customer support is often thought of as an after-the-sale function, said the firm. "However, when data is analyzed and used as a predictive measure, brands can be better prepared to handle customer support requests on the front end. With today's self-support online materials, brands can leverage machine learning and algorithms as a way to provide a better customer experience and support future sales in many cases."