Using Appointment Data to Drive Business Decisions
One of the main benefits of digital tools is the automated collection of data. This data can actually be even more valuable than the automation provided by the digital tool. However, the raw data doesn’t often provide business insights without additional processing, hindering the ability for data-driven decision making. Grinding through the data to find those golden nuggets of information can be challenging if it isn’t clear what you’re looking for, and that’s where the right digital tools show their true value.
At Coconut, we enable businesses to engage with their customers in the ways they want, whether that’s in person, over the phone, or virtually. These engagements are the core of many businesses, including our bank and credit union partners, and how advisors engage with their customers can make all the difference between a customer experience that increases loyalty and one that harms it.
Through our original reporting platform, our partners were able to access all of their raw data, ensuring they were free to use it as they needed, specifically for data-driven decision making. However, it soon became clear that without clearly organized insights derived from that data, they had little that they could readily use to drive their business decisions. We were forcing them to spend time churning through the data to glean those insights, rather than providing them with that vital information upfront. This realization led us to dig deeper into methods for automating the processing of that data into useful business and customer experience insights by taking raw data, and refining it.
The DIKW Pyramid – Data, Information, Knowledge, and Wisdom
In order to glean effective insights from raw data, it has to be processed and aggregated in ways that allow humans to understand what the data is telling them. And the more it’s processed, the more value that data provides.
The DIWK (Data, Information, Knowledge, and Wisdom) pyramid shows how this works:
- Data – The raw data that everything starts with.
- Information – As raw data is aggregated into simple stats such as counts and averages, this information can help better understand what the data is saying.
- Knowledge – By further processing the information, its value increases to become knowledge. For example, mapping the trend of how your stats are changing over time help to understand if a pilot compensation project is moving the needle in your engagements.
- Wisdom – Looking at those trends as a whole across your entire business gives you the true wisdom to understand holistically how your decisions are affecting engagements between your advisors and their clients.
This process is time consuming and difficult for non-experts, so good digital tools do the heavy lifting for you.
The Insights Platform
In consultation with our partners, we built the Insights platform with the goal to provide them with actionable insights that they can feed back into their business to drive better, more effective engagements with their clients.
The base reports aggregate our appointment and walk-in engagement data over our three main resources (locations, services, and staff). Counts show throughput and effectiveness of each resource. Switching to the percentages view helps to see any problem resources. For example, services with a large percentage of No Shows could be a sign that a marketing campaign was successful in getting customers to sign up for an appointment, but may have targeted the wrong demographics as those same customers were not interested enough in the service to show up for the meeting.
The Overview pages capture the knowledge and wisdom layers of the pyramid by aggregating insights from across the organization. The appointments chart shows engagement trends of engagements over time, providing a way to understand spikes or dips. For example, seeing consistent spikes in No Shows on Fridays could indicate you should increase advisor availability on the other days of the week, as that trend shows that clients are more likely to skip those Friday meetings, and are likely to prefer engaging on other weekdays.
The Highlights are “Pulse” metrics across an organization that allow for a deeper understanding of how effective the entire stack of the organization is working together, from marketing driving clients to book appointments, to locations that are supporting those appointments, all the way to the advisors who are executing on the appointments and providing value to the client and the organization.
Data can be a powerful driver for business decisions, but it is difficult to glean valuable and actionable insights from raw data. Good digital tools will do the heavy lifting for you, and help you understand your data, and how you can apply that data to your business.
Appointment Data Driven Decision Making – What Next?
Looking for more information on the capabilities and benefits that Coconut Insights can provide your organization in the hunt for more intelligent data processing? Download our Coconut Insights Info Sheet.
Trying to work out the best way to make use of data as you take on your digital transformation? Download our Ultimate Guide to Digitally Transforming the Appointment Experience to learn more about areas to concentrate on when seeking to smooth out the customer journey, and how to utilize digital tools to transform the experience for everyone involved.
Ready to get started on collecting, organizing and diving into the insights you need to make informed business decisions and set your organization up for success? Schedule a consultation with Coconut Software to learn more about how our tailored solutions can help.