While it's true that online customer services can be helpful in gathering data, your company should constantly be asking itself what, exactly, it's using these informational tidbits in the service of, and whether or not that excuses particular behaviors.
It's also true that companies, especially those that work with social media and other reservoirs of online users, are considering these seriously. A recent article that appeared on Quartz described the amount of money companies Facebook and Twitter are making on average per customer, thus literally determining the "worth" of each individual user.
For the curious, the final amount of revenue determined by Quartz that was obtained from individuals per month (after much math) was 55 cents, at least based on information from this year's second quarter. However, the article also noted that there are slightly different percentages depending on which country one considers.
But what does this actually provide for your business, and do you have an application for it? If not, you may misjudge or skew this data, or at the very least make assumptions that aren't entirely justified. Writing for Mashable, Dani Fankhauser notes that there are gaps to observe when one tries to rely on this number for too much.
"Because revenue per user does not take into consideration the lifetime value of a customer, it's not helpful in measuring growth or determining strategy," she writes. "The lifetime value instead can be calculated by factoring in how much a customer spends per year."
Although numbers like this can be helpful, it's clear that having a worthwhile stable of a call center and other services can be its own reward and provide more immediate tokens of what the customer can do for your brand.