Are You Treating Customer Feedback Like Gold?

In the past, organizations had low bargaining power due to the small number of products and services on the market. Thanks to advances in technology, organizations now have an overwhelming number of choices when it comes to purchasing a product or service. Technology, especially the Internet and now mobile, has provided a gateway for buyers to conduct endless research on your organization and your competitors. Since buyers are armed and ready with a short list, it is more important than ever to provide an exceptional customer experience. In a recent survey, 3 in 5 Americans (59%) would try a new company for a better service experience (American Express Survey). How can your organization maximize customer insight to deliver that remarkable customer experience?

There is an infinite number of software tools that organizations consider purchasing to gain customer insight. Almost every organization today has a CRM system, whether they have 15 employees or 15,000. Organizations are also utilizing marketing automation tools to connect with potential prospects and current customers. These tools are great, but how are organizations actually  listening to the voice of the customer? Here is a scary thought: for every customer who bothers to complain, 26 other customers remain silent (White House Office of Consumer Affairs). That means listening to just one complaint provides an enormous amount of business value. Customer feedback is GOLD. 

Many organizations want to utilize customer feedback, but it can take a tremendous amount of time. What if there was a tool to gather every customer interaction, weather it be through video, chat, or voice, and use that information to understand what customers are saying? Interaction recording provides just that. In an easy to use web interface, organizations can collect and analyze customer feedback. This is crucial because according to consumers, customer service agents fail to answer their questions 50% of the time (Harris Interactive). That could be a good thing for your organization. It presents a way to set your organization apart from the competition. Interaction recording allows organizations small and large to provide the best customer experience in the market. 

Organizations need a tool that not only collects the data, but also provides actionable insights. Special interaction recording features such as audio mining, call monitoring, and call annotation provide direct access into customer feedback. Audio mining uses “speech packs” which allow users to search for calls with specific phrases. This allows your organization to be proactive rather than reactive when it comes to the customer experience. In addition, call monitoring is an exceptional training tool which allows managers to listen in on calls in progress. More advanced features like call whisper allow the manager to actually instruct the call handler while the customer remains unaware. Call annotation allows users to add comments and markers while they are on call. This is a great way to mark notable events that can be reviewed in the future. 

Collecting all this data is one thing, and using it is another. Extensive user reporting provides an administrative summary with the ability to dig out that important customer feedback and take action. The interaction recording software also integrates into major CRM systems like Sugar and Salesforce.com keeping your customer data organized and accessable in more ways than one. Treating customer feedback like gold is a win-win. It helps organizations differentiate themselves in a time where products are plenty, and since 80% of companies say they deliver “superior” customer service and only 8% of customers agree, you are setting yourself up for great success if you find your way into that 8% (Lee Resources). Interaction recording is simply a tool to get you there.