Customer insight or information overload?

How do companies use customer insight once its’ been captured? There is a lot of valuable information available through voice analytics and social media, how do you use it all effectively and do you use it to make business decisions?

Every contact centre around the world, apart from the most basic, will record calls. It’s not just about monitoring the agents, but those recordings can be used to improve service in future.

But how do companies decide what information is worth feeding into that cycle of improvement? Call recordings, customer surveys, voice analytics, and now all the content being generated on social networking sites. It’s all customer feedback of one sort or another.

How do you decide what kind of customer feedback and insight is really important today? Is Facebook more important than Twitter, or do the calls to the customer helpline still have more value? And once you have established this – how do you use these insights to drive business change with the ultimate goal of improving brand advocacy and loyalty through these learnings?

What does the online community think? I would also like to hear any great examples of how you may have used customer insight to change your customer experience… please get in touch.
Overload!

Advertisements

About Roy Thomas

www.teleperformance.co.uk
This entry was posted in Contact Centres, Customer Service, Technology and tagged , , , , , , , , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s