Transforming Data into Actionable Customer Insights: Research Paper: Harness the Tremendous Wealth of Data and Emerge as a New Leader, or Ignore the Opportunity at Your Own Peril

CRM Magazine, March 2013 | Go to article overview

Transforming Data into Actionable Customer Insights: Research Paper: Harness the Tremendous Wealth of Data and Emerge as a New Leader, or Ignore the Opportunity at Your Own Peril


Based on a joint research paper by TSIA and Coveo

Today's customer support operations are overwhelmed by data--more often than not, leading to inaction. The deluge of social media content, survey data, rising interaction volumes, KBs, recordings, chats, and more flowing through customer support operations may seem like information overload without a strategy in place.

Making every interaction a positive and additive experience is at the top of the CEO's agenda. Meaning, not having a strategy is not an option. This leaves most customer support leaders a choice--either harness the tremendous wealth of data at their disposal to deliver transformational service and emerge as new leaders, or ignore the opportunity and retain the status quo at their own peril.

Recent TSIA surveys of B2B support executives quantify this opportunity. The companies surveyed receive, on average, 88,500 support incidents per month (phone, email, chat, social), each filled with critical information about products and services that could be mined for trends and to improve service. Also, the majority of companies surveyed have adopted some form of social media (Twitter, Facebook, online communities and forums), adding more critical content to the mix. Yet, only a quarter of companies have any capacity to mine and search across all of this data.

The challenge becomes how to make sense of this unstructured data, and how to combine it with structured data to create actionable insight.

MINING FOR GOLD: INDEXING TECHNOLOGY FINDS MEANING AMID THE DATA CHAOS

Support executives know there is value in all the data and metrics they collect, but

identifying this value using legacy tools has proved frustrating, if not impossible. After nearly a decade of cost cutting and optimization, support management is well versed in reporting on agent productivity, service level adherence, and customer satisfaction, and has implemented CRMs, content management systems, knowledge bases, communities, and many other systems designed to increase productivity and customer satisfaction. Yet they still struggle to provide actionable insights to their agents, and to their customers via self-service.

What is missing is the ability to search and navigate information (consolidated from these many sources) to find recommended experts, knowledge and information to identify linkages and trends, enable root cause analysis--to allow for better customer engagement. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Transforming Data into Actionable Customer Insights: Research Paper: Harness the Tremendous Wealth of Data and Emerge as a New Leader, or Ignore the Opportunity at Your Own Peril
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.