EVERY CUSTOMER HAS A STORY ABOUT YOU.
DO YOU KNOW IF IT’S ONE YOU WANT REPEATED?
Your customers are talking about your company right now. Every day they interact with your automated voice and speech systems, Web site, kiosks and ATMs. A large portion of the human-to-human interactions between you and your customers have been replaced.
For the most part, this is great news.
When it’s done well, customers like automation. You like it when these virtual systems deliver on their cost and customer satisfaction objectives. They provide flexibility, information and convenience to your customers that was impossible just a few years ago, while allowing you to reach more customers than you ever could with live interactions.
And, most likely, your self-service systems are growing. Your customers are increasingly asked to press, speak, hold, click, enter and scan, in order to transact with you effectively. These transaction volumes often number in the millions. So, as you offer more and more ways to interact with your company, it becomes a daunting challenge to stay connected—to know exactly what is going on when customers do business with you.
So, if something goes wrong from your customers’ perspective, how will you know? Through customer attrition rates? Through poor customer satisfaction scores?
That’s too late, isn’t it?
You have to make sure that what your customer wants and what you want are aligned if your service systems are to do what they’re supposed to. This means that you have to know what your customers’ entire experience—across multiple touch points—looks and feels like.
Volumetric data is fine; it gives you a high-level picture of what’s going on, but lacks the texture of the customer’s true experience. Sampling is great to understand what a few customers do, but you can’t tell where your biggest opportunities are to reduce service costs, offer additional products and services, and stay connected to your customers.
What you need is customer analytics that give you the real customer story.
Customer Experience Analytics — See what your customers actually do.