Tag Archives: customer intelligence

Who’s Job is it to Manage Customer Experience?

No matter what size, all businesses need to stay on top of their customers’ experience. So, who is in charge?  Some say it’s the Chief Customer Officer’s job, while the CMO is currently considered to represent the voice of the customer at 18 percent of organizations, behind sales at 31 percent. These days, customer experience management (CEM) is becoming more and more of a priority, so businesses must get on the same page in order to move forward.
According to a recent study, ‘Voice of the Customer: Whose Job Is It, Anyway?” by the Intelligence Unit of The Economist, in the next three years, global organizations will make customer experience (CX) a top priority. However, the study shows that only 56 percent of respondents believe their companies understand customers. But, many companies find it challenging to restructure their businesses around the customer since they have traditionally focused it around product lines. In fact, only six in 10 people view their companies as customer-centric, and half report an understanding of customers’ needs.
“A growing shift to digital marketing also provides a rich foundation for data-driven customer insight,” Wilson Raj, Global Customer Intelligence Director for SAS sad. “CMOs are in a prime position to be champions for the voice of the customer — if they shore up digital and customer analytics skills across the marketing organization.”
The survey concludes whoever aspires to represent the voice of the customer must draw on customer insights to create an exceptional experience spanning physical and digital channels. The key to the CMO delivering an evolving customer-centric mandate is in the rise of Web, social and mobile channels that will take on greater significance in customer engagement.

Arjun Mitra, executive vice president at Firstsource, says it is critical for businesses to be on the front line of understanding CX in order to stay relevant in today’s marketplace. “Differentiated CX builds confidence in the brand and strengthens the emotional connections with customers,” he explained. “Companies that make the necessary investment in CEM will gain the strategic blueprint they need to help boost their bottom line.”

A Key to Next Generation Quality: Speech Analytics

Erika Van Noort of Bell Canada walked us through the evolution of customer care at Bell Canada and provided a deep dive on the power of Speech Analytics.

Bell is moving from a more fragmented business, built through acquisition, towards a more integrated , optimized environment for the customer. One way to optimize is through mining existing data, including call data.

Here was Bell’s wish list of what they wanted to learn from their call data:
– Root causes to why customers call
– What value add vs. non value add
– Get at the true Voice of the Customer
– Reduce what Price called earlier dumb contacts and increase time for value adding contacts
– Customer intelligence (preferences, drivers of behaviors, etc.)

In response to these and other questions, one approach to data mining is speech analytics.

“Speech Analytics, Erika explained, ” does not mean you never have to listen to customer call again. Only if you don’t care about your customers.” But through speech analytics Bell has learned a lot about process, products and service, more than they could have learned from traditional call monitoring, including:

Benefits of speech analytics?
– Root cause analysis
– Real time feedback
– Positive impact on FCR
– Reduced low value calls
– Opportunities for cross selling

And this is using the superset of all calls, not a sample, something you just can’t do with traditional call monitoring.

An analytics tree – how Bell looks at each call
– a call we want?
– routed correctly?
– resolved well?
– a church opportunity?

Speech Analytics: What Bell does

– take all calls
– break them down by reasons why customers call
– look at trends and outliers
– get at root causes
– identify real time call back opportunities

Results were great: FCR up, Sat. up, escalations down, productivity up, revenue way up

And employee feedback was very positive. “At last you have realized a dish that goes at 2Am is not my fault.”

Making the wins real:

– 1 customer event took 3 and 1/2 months.
– 6 customer calls and transfers
– 1 hour and a half of call time
– Cost? $400

Now multiply that by all the repeat calls and you are talking real money!

Understanding length of call by call type enables Bell to set thresholds for talk time based on what is really needed to get the customer’s work done right the first time.

Finally, this information drives changes to process, product and service design based on a systematic analysis of true voice of the customer. And this VOC is used at the highest levels of the company.

10 Tips for Great Customer Service

Paul Clark, the CEO of Charter UK which is the foremost provider of Enterprise Complaint and Feedback Management software to the World’s leading companies, has recently posted 10 key areas which impact how good your customer service is in this latest post at the callcentrehelper.com blog. Here they are:

1. Effective customer intelligence
2. Have faith in your front line customer service staff
3. Understand how customers think
4. Work for and with people who believe in service excellence
5. Master the art of organisation design
6. Make the link to the bottom line
7. Make everything a little better every day
8. Understand that the future will be different
9. Learn from your mistakes
10. Make things easier for customers

Personally, I think #9 learning from your mistakes is the most important. Companies must not only learn from their mistakes, but accept that will not make the right decision each and every time. Do you agree?

Take some time to view the whole post here.