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.


About Roy Thomas
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