For businesses serving the public, employees are the face of the company. Likewise, the manner in which employees interact with customers shapes their perception of the business and its brand. Ultimately, customer loyalty is built through positive interactions and high-quality customer service that meets the individual's specific needs. Conversely, if needs aren't met and the experience is negative, customers are more likely to take their business elsewhere. A complete view of customer data is not enough to generate top-notch service. For one thing, that "complete view" is often imperfect. What's really necessary is an actual understanding of each individual -- what a particular customer will respond to positively or negatively. Utilizing analytics to engage each individual is key to achieving this level of insight and understanding.

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