Customer Insight
In a market place awash with choice, traditional customer satisfaction scorecards provide insufficient insight into the real behaviour of customers. Whatever linkages might exist between satisfaction, loyalty and repurchasing, these are seldom straight forward or a guarantee of further economic value to the brand.
Competition for customers’ attention with something new or better has never been stronger. Therefore refocusing them back onto your own value proposition increasingly needs to be conducted in real time. Yet any such branding or relationship management only strikes home if it’s experienced as relevant and different from the unwelcome noise of mass marketing.
To achieve this, an effective customer insight programme must cast a net over all opportunities to gather feedback and be capable of analysing in near real time all sources of recorded customer interaction and transaction.
The voice of the customer, whether heard individually, as a whole or by segment, can then be transmitted to every corner of the organisation that needs to hear how it is now time to break habit and recalibrate with current customer expectations.
As a key point of access, call centres are therefore natural places to kick start this organisational learning process.
These opportunities are more fully explored in the sections below.
There is a narrow window of opportunity to gather authentic feedback before the experience of an interaction or transaction becomes buried under more recent events.
In terms of ability to function effectively, speech analytics is as fundamental to call centres as the calculator is to accountants.
As the quantity and diversity of data expands with more activity being tracked in call centres, centralised repositories are needed to provide integrated reporting.