Getting a clear and complete picture of the customer experience to identify concrete opportunities for improvement is not always easy. Between the dispersion of information, the difficulty of obtaining complete reports, and the limitations of traditional tools, such as surveys, to assess customer satisfaction, it can be tempting to give up. But what if we told you that it is possible to centralize, analyze and transform data into an action plan without difficulty?
Challenge
Turning data into an action plan
Before acting, you need to understand the big picture. For a company today, having a clear and complete view of the customer experience is critical. By successfully transforming data into insight and an action plan, you help spread the voice of the customer throughout your organization. The result? Concrete operational gains are seen and shared so that a customer culture is gradually established, and all employees become aware of the importance of listening to and responding to customer requests.
Methodology
I listen, I analyze, I act: the pillars of customer experience improvement
Do you want to give your company a new dynamic by focusing on improving the customer experience? From listening to your customers to acting, there is one motivation above all else: to fully satisfy your audience. But how do you do it?
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Listen to customers in all interactions.
Soliciting feedback is obviously interesting, but is it not always possible, and is it really enough? Data from surveys or complaints provide only a limited view and it is difficult to get an overview of the state of customer satisfaction. It is, therefore, necessary to listen to the voice of the customer in a broader sense. Behind it lies their deep and sincere opinion… the one they sometimes hide. By collecting conversations along the entire customer journey, be it the physical or digital channel (survey, email, chat, social networks, etc.), and listening to them attentively, customer relationship managers can have a true 360° view of the customer experience.
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Analyze what they say to understand the reasons for their behavior.
The Net Promoter Score is not a sufficient tool. This type of indicator is not precise enough to give an accurate picture of customer sentiment. But the difficulty lies in quickly and comprehensively analyzing the huge mass of information collected. To do this, solutions capable of automatically analyzing customer opinions on a large scale must be implemented. This requires automatic language processing, semantic analysis, and machine learning mechanisms.
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Use this knowledge to act quickly to correct customer experience issues.
Once the listening and analysis processes are complete, it is time to focus on lessons learned. At a time when everything is changing so fast, it is important for companies to be able to act quickly and effectively. To this end, it is essential to disseminate the voice of the customer to all teams so that everyone can take ownership of the lessons learned and act accordingly. Technology also plays an essential role here, as it will make it possible to quickly return essential information in a clear and adapted form for each profile, particularly in the form of reports and dashboards, and to suggest improvements. Voice of the customer analysis is no longer the prerogative of a few data scientists but is becoming everyone’s business.
The key steps to be effective
- Set up a customer-oriented and agile organization.
- Define metrics and align them with business objectives (average basket, retention, etc.).
- Optimize (and why not adapt) surveys:
- Focus on questions that provide essential information, favoring open-ended questions.
- Manage complaints well and analyze them to identify the main points of contention.
- Collect the voice of the customer comprehensively across all channels and channels.
- Implement a tool that quickly and automatically analyzes the mass of information collected and transforms it into actionable information.
- Disseminate the voice of the customer within the organization and act:
- Establish dashboards tailored to each team or department.
- Define specific initiatives to leverage strengths and improve weaknesses.
- Periodic follow-up
Solution
How does Enghouse help you leverage the voice of the customer?
The solution developed by Enghouse facilitates the identification of concrete actions to improve the relationship with your customers. In addition to analyzing satisfaction scores (NPS, IRC, CSAT, CES, etc.), the tool performs an exhaustive analysis of verbatims to gain in-depth knowledge of your customers. Thanks to an intuitive interface and modern functionalities, Enghouse is your ally to build concrete action plans:
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INTENT AND ACTION PHRASE DETECTION
Enghouse’s solution goes far beyond detecting keywords in a conversation. A keyword has no sentiment and says nothing about what customers have experienced. You must understand verbatims in context (not just what customers say but why they say it). Words are part of a whole and, as such, you need to try to understand the message. Thanks to semantic analysis, it distinguishes the actionable part in the whole of the analyzed responses and conversations. The tool is also valuable for eliminating the surrounding noise and focusing only on what matters to you from an operational point of view. So you can focus, in earnest, on the customer.
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FEEDBACK ANALYSIS
The Enghouse solution allows you to analyze sentiment from two different perspectives: the overall sentiment of a conversation and the sentiment of each category/course. In this way, you understand what is really in the customer’s handwriting. Specifically adapted to customer voice data (many solutions on the market are more of a toolbox, valid for any textual data), the solution is able to identify positive, negative or neutral elements. The sentiment analysis proposed by the tool is configurable by customers, who can divide the data into different subcategories: suggestions, requests, questions, complaints or compliments.
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EMOTION AND EFFORT ANALYSIS
The goal of AI is to limit both customer and advisors’ effort. As for the customer’s effort, the tool can classify the customer’s different emotions and judge their level of effort. Thus, if the client becomes impatient or complains about the clarity of the information delivered, the AI will be able to pick it up, analyze it and pass it on. To obtain a more complete customer profile, this data is compared with that obtained through the online or in-store experience. Enghouse’s solution then gives all the keys to improving the customer experience from all points of view.
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CATEGORIZATION
Finally, the great strength of the tool is that it can categorize all data into vertical or horizontal models. This gives you an overview of the different customer interactions and allows you to turn this data into concrete actions. From this precise information, it is possible to draw up an action plan. Improving the customer experience is within reach.
If you want to download the guide and get a step-by-step guide for creating an action plan to improve your customers’ experience, determined by speech analytics in your contact center, click on the button.
