Nearly every organization is challenged with getting a grip on its effectiveness with all its constituents. The focus today surrounds customer interactions as the primary target these days. There is a challenge to get the story behind the ever-increasing number of exchanges from various channels/sources in many individual formats. This challenge is complicated by the speed, variability, quality, and quantity of this kind of emergent unstructured data. The task of automating the process of translating large volumes of unstructured text into quantitative data to uncover insights, trends, and patterns to make better decisions and take appropriate actions is before us all.
Multi-client
Feedback is Essential
Getting a comprehensive 360 view of interactions usually starts with clients and usually
revolves around customer-focused interactions. Commonly the 360 cycles are
thought of as a singular customer cycle depicted in figure 1. Feedback is often
really broader. Often done at the individual level to understand the satisfaction
and personal customer goal satisfaction, there is additional information in the
aggregation of many interactions and feedback into overall intentions, the sentiment, themes, categories, and trends.
Often rich voice-based data is used as a source to mine, parse, identify, extract, categorize, cluster, and understand syntactically for linking/chaining. Of course, there are text data sources such as social comments and correspondence to infuse feedback leverage.
Figure
1: Typical Customer 360 View
Insights into Praises, Problems or Broken Promises
It is essential
to know what we did right and what we did wrong, but it’s a bit more
complicated than a transaction event view. While it is crucial to know if an
organization accomplishes its outcomes on each transaction or event, there is a
bigger picture. Often, any organization's contribution to the customers'
overall journey is a fraction of the contribution to real customer
satisfaction. Savvy organizations look at the total journey and what it takes
to get to realistic customer goals. The journey may include looking at the
partners, vendors, and out-tasked steps, contributing to overall satisfaction.
The broader
scope will point out the real trends and patterns associated with the full 360
views. The visualizations and sentiments will be quite different in this
expanded view that follows the entire customer journey versus the transactions
handled in the real customers' journey and overall customer desired outcomes.
Acting Quicker with Armed with Intelligence
By analyzing
the proper scopes of simple Interactions in the context of cross-functional
processes, journeys, and hybrid organizational/customer outcomes, organizations
can react faster and get ahead of the game. This process will require
aggregating big/monster data insights created by analytics and machine
learning. These visualizations, insights, and understandings can guide
intelligent actions that may change the processes with customers' corrections
and innovations. In some cases, new emergent behaviors can play in prediction
through additional statistics or models to deploy appropriate actions to
intercept recent trends.
Net;
Net:
We already know
organizations can leverage sentiment to adjust their behavior to increase customer
retention and increase their reputation as a beloved partner. It may be
accomplished via social media monitoring, competitive intelligence, and process
improvement. The more kinds and amounts of data leveraged in a 360 view, the
smarter the organization will be to accomplish its desired outcomes while
gaining momentum plus a reputation for positive hybrid results.
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