Magazine article CRM Magazine

Three Tips for Measuring Voice in a Sea of Data

Magazine article CRM Magazine

Three Tips for Measuring Voice in a Sea of Data

Article excerpt

There's no doubt: social media and advances in technology have enhanced the way customers can communicate with the companies they do business with. Every business is actively engaging with their customers every day--whether it's helping them pick out a product that best suits their needs or by simply hosting a Facebook fan page. Customer interactions no longer fall into the traditional silos that have existed in the past.

This is great for the consumer, as they have multiple ways to communicate with the companies they do (or don't do) business with. However, it is becoming a strategic challenge for companies as they try to determine who owns these conversations, the insight they provide, and what the response should be. The data being gathered from customers may need to be shared across multiple departments--product development, marketing, sales and manufacturing--depending on the nature of the interaction.

One of the things that companies can do is filter these communication mediums through the context that their contact center provides. Every day, contact centers have hundreds, if not thousands, of voice conversations with a company's customers. Voice data is the richest, most comprehensive and multi-dimensional data an organization has. Inside your voice data is a wealth of information--the kind of information that big data initiatives are all about. Voice interactions can paint a much richer picture of how customers are viewing a company and its products. These conversations can help the organization better understand what is really a problem or opportunity and what is merely noise in the marketplace.

Voice has traditionally been a highly untapped resource as a data stream because it doesn't fit into the traditional data model of l's and O's. Voice transactions have historically been hard to search, difficult to use and time consuming to process amongst all of the information coming into the organization's contact center. That is beginning to change, however, with new advances in technology that allow companies to effectively analyze voice interactions with customers as part of the overall data coming into the company.

There are three factors to consider when incorporating voice interactions into the overall customer interaction mix:

1. …

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