SOCAP International

Let Consumer Insights Drive Change

Here’s how you can use customer feedback to create more effective contact center processes and smarter omni-channel customer care.

Click here to access the full digital issue of CRM Magazine Spring 2015 


Food For Thought
When it comes to omni-channel customer care, ask yourself:
  • Do customers have to switch channels to get their issues resolved?
  • Are you using customer insights to find new opportunities to connect?
  • Where are customers currently sharing their experiences with your brand?
  • How do you triage and delegate customer issues across multiple channels?
  • Have you researched additional ways to get customer feedback such as sentiment analysis, semantic keyword analysis or reviews?

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One dilemma facing many contact centers is the growing need to address multiple customer service channels quickly, efficiently and cost-effectively. However,
many contact centers have been focused on one process, and may have not yet adapted their processes to make it easier for customers to receive prompt resolutions of their issues. 

Omni-channel customer care is becoming the name of the game. Customers expect issues to be resolved quickly, with technology pushing the need for omnichannel customer support. It’s time to use customer feedback to implement more effective contact center processes and create smarter omni-channel customer care.

A growing number of tools are making the collection and analysis of valuable consumer data even easier for brands that seek to use this data to make operational improvements within their contact centers. With customer service channels expanding to include social media and organic search, consumer data is necessary to pinpoint operational issues quickly and resolve customer complaints effectively. This approach offers consumers an experience that addresses their feedback and needs.

Using consumer feedback to inform changes allows brands to save money by focusing on the areas that truly matter to customers. Here are some ways to do just that: 

Learn from consumers what’s needed to improve operations.

Contact centers are often the first touchpoint for consumers to connect with a brand. The increasing need for tracking customer care in the social media and organic search channels creates even more urgency to find the best ways to organize data and quickly communicate new strategies to team members.

Learn from consumers to form processes that result in quick resolutions, improve customer experience and make omni-channel customer care incredibly effective—
all while saving on resources. Of the consumers recently surveyed by LivePerson, 82% believe having issues resolved quickly is the No. 1 factor that leads to great customer service. Now is a great time to dig deeper into customer insights to find new opportunities to connect.

Consolidate feedback for efficient omni-channel customer care.

Taking steps to consolidate consumer feedback is a great first step to addressing the growing need for omni-channel customer care. Where are customers currently sharing their experiences with your brand? How do you currently triage and delegate customer
issues across multiple customer service channels?

One of the best ways to address the need for feedback consolidation is to partner strategically with a third-party review site that offers review collection and consolidation as a part of their partnership services. This allows your brand to consolidate online feedback quickly and address issues before they escalate to other
customer service channels like social media.

Too often, customers are expected to reroute from one channel to another to fit the needs of the brand’s internal process. In reality, brands should be working to quickly address customer issues across all channels from a consolidated platform so the customer is more likely to have their issue resolved quickly. Consolidation also aids in making consumer insight analysis more efficient for larger brands.

Consider semantic keyword analysis of consumer feedback.

What are your customers saying about your brand? Sentiment analysis and semantic keyword analysis tools allow brands to spot positive and negative trends and better predict customer needs. This approach to dissecting consumer feedback is a must for any brand eager to effectively sift through the noise of feedback, get the essence of the customer message and implement change quickly and effectively.

Use regional analysis of consumer feedback.

Depending on the size of the brand, regional analysis could mean the difference between assuming every customer has a uniform experience and realizing that customers in a specific region are experiencing something different. Operational oversights can be related to one specific location or a particular part of the production
process, so it’s important to analyze feedback from multiple locations.

Take advantage of the rich consumer insight in 3- and 4-star reviews.

When researching consumer feedback to determine specific areas for improvement, looking to the 3- and 4-star review feedback with more expansive word counts could be a great resource for brands seeking more constructive feedback. Of course, to save time, it’s a great idea to work with semantic keyword analysis tools or review collection and aggregation platforms that allows analysts to compile and review data efficiently.


Jones_headshotDanica Jones, marketing manager at ConsumerAffairs.com, shares a message of positive change with brands that are seeking new and innovative ways to listen to and engage with their customers. She believes consumer engagement is the key to developing a stronger, smarter and more successful brand.