Magazine article CRM Magazine

Autonomy: Understanding the Voice of the Customer: How to Effectively Leverage Customer Insight from Social Media to Drive World Class Multichannel Customer Experiences

Magazine article CRM Magazine

Autonomy: Understanding the Voice of the Customer: How to Effectively Leverage Customer Insight from Social Media to Drive World Class Multichannel Customer Experiences

Article excerpt

Your customers are now interacting with your brand through multiple channels including your website, retail store, contact center and even social media. This Voice of the Customer data has become very easy to capture and share. Yet most companies are unable to consolidate this valuable data across channels and use it to enhance the customer experience.

The challenge is that information technology is not set up to act in real time but instead relies on past behaviors to determine the next trend. But, as they say in financial services, past performance is no guarantee of future results. The same is true with customer behavior.

Think about this. When was the last time you uncovered an opportunity across your business channels exactly as it was happening? Imagine if you could react within minutes to a potential brand harming event or a huge revenue driver across any of your channels--phone, web, mobile, and social media? Business Discovery, powered by Meaning Based Computing, finally allows marketers to seize upon business opportunities in real time to drive profit and cost savings.

Business Discovery is the ability to automatically understand the Voice of the Customer. It should be noted that Voice of the Customer has matured to include much more than survey, focus group data and call center recordings. It now includes all channels and can determine new directions to take based on the analysis of that understanding. Business Discovery is not mired in past behaviors like traditional Business Intelligence but instead utilizes real-time behaviors of your customers across all touch points--direct and indirect--to reveal obvious and hidden business insights. Business Discovery has entered a new phase due to the explosion of eCommerce, social media and enhanced computer processing ability that can now derive meaning from these interactions in the aggregate. This is a breakthrough from past Business Intelligence efforts that focused solely on past and structured data and typically took months instead of days to reveal Voice of the Customer findings.

Imagine a scenario where you launch a consumer product such as sport sunglasses and a few short days into its launch there is a relatively small volume of call center and blog activity on fitness sites about how the frames permanently discolor when they interact with sunblock. …

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