Big data analytics technology collects information from different sources and helps analysts to create meaningful patterns from it. Its usefulness cuts across all functions of an organization, and customer experience is no exception.

In general, the quality of customer experience will improve greatly when a company can respond to its customers through many channels in such a way that it meets their expectations. When this response from the company is proactive, it is even better because it will delight customers. Such proactive measures are possible with big data as it can collect and analyze data in real-time.

One area that big data can be used is to identify the interests of customers and send text message or emails accordingly. Companies can even send customized messages to customers who have opted to receive such messages, depending on their stage of consumer cycle. For example, if a customer is in the consideration phase, then the business can use a GPS-tracking device to identify the location of the customer. If the customer is near any of the retailer's outlets, then a text message can be sent to the customer informing him to check out products at the store.

In another example, utility companies can use big data to avoid long waiting queue for home repair or visits. Big data can be used to identify the preferred channel of communication for each customer, and get the customer complaint registered automatically in the system. On the day before the appointment, it can send a message to confirm the appointment on the next day. Such quick service will not only improve customer experience, but will also save three calls for the company.

Such proactive measures using big data can take customer experience to new levels. Hence, it is important for every company looking to enhance customer experience to integrate big data into their customer engagement strategies.