We use data for service improvement; this means tracking the timing of our customer responses and the volume of specific types of complaints or enquiries. We take and analyse this data and use it to improve service at baseline.
Another way we use data is to interact with our stakeholders across the customer lifecycle. Engineering is one team that we use data to interact with a lot.
When we get specific complaints, we gather the data, analyse it and present it to the engineering team, which in turn uses this to fix bugs, manage incidents and even plan upgrades.
We also use data for business improvement, so our retention scores, for instance, are directly linked to revenue growth; the more we retain customers, the happier our customers are with customer satisfaction. We see that impact in our revenue growth trajectory of the business.