Are you listening to your customers?

Customers today expect consistent, high quality service across all channels including the contact center, retail or branch locations as well as the growing social media forums. The complexities of the tools needed across all these channels, and the data they collect is generally overwhelming and silo’d. So how do you get a comprehensive view of what your customers think, want or offer? What valuable data is locked inside existing tools such as recorded calls, emails and web chat sessions? 

Voice of the Customer (VOC) Analytics provides real time insight into not just Customer Service, but to all areas of the enterprise such as Marketing, Product Development, Sales, Distribution, etc. Customers will tell you what works and what doesn’t only if you’re listening. 

As an example think about a national retailer who gets thousands of calls, free form emails, tweets and chat requests on a daily basis for a multitude of reasons. Let’s say on a particular day customers were responding to a defect issue with a specific piece of merchandise in the latest sale. The daily sales data indicated this particular item is selling well so the supply chain is notified to produce and ship more, but the feedback indicates a completely different story. Without VOC our retailer might not have known about the defective product until the returns started to mount, and definitely not before speeding up the supply chain for more products. But with VOC that retailer would have seen what the customers were trying to tell them before product was ordered. VOC would have identified the product, the problem, or even if it was localized to a specific region and a host of other data that would have greatly reduced the scope of the problem. In our simple example, VOC served Marketing, Distribution, Manufacturing and definitely the bottom line.

Voice of the Customer Analytics will: 

• Analyze FREE FORM or UNSTRUCTURED 

data from sources like email, Text Chats and Free 

Form Survey responses

• Mine customer calls – collect valuable information 

that may be locked in existing recording platforms

• Evaluate Social Media trends and connect to 

existing tools like Radiant6, NM Insite, BuzzMetrics 

and others

One other key point, customers value their time as much as the business values the time spend with company resources, so how can you encourage customers to select lower cost self service channels without forcing them? The more you know about the overall customer experience the better chance you have to create self service options that customers will use. When you think about the possible outcomes the potential is limitless.