Actionable, Cross-Channel Customer Feedback and Reporting
Listen up. Your customers are providing the insight you need to earn their trust and loyalty. Acting on their input is a critical path to differentiating your service. And while understanding and responding to customer feedback and needs may seem less urgent than driving the interaction to resolution, it is of equal importance. In combination, these elements can make or break your customer relationships.
When effectively captured and leveraged, customer feedback and intelligence dramatically improves retention, boosts loyalty, and increases profitability in many ways. When disregarded, it rapidly fuels negative word-of-mouth and mouse. It can have a devastating impact on your brand.
With our solutions, you make the most out of every opportunity to capture and respond to customer feedback. The insights gained from a single customer, employee or partner can benefit the entire organization.
Across all interaction channels, you gain actionable insights into customers' needs, preferences, and sentiments. You quickly identify where needs are not being met, and where opportunities are emerging. Customer feedback reaffirms what you are doing well, too.
Gathering and communicating insights through our solutions, you identify and quickly address specific problems, spot trends, ward-off liabilities, and capitalize on emerging opportunities long before your competitors. You are empowered to take fast, clear, and specific actions to run the business better, gain competitive advantages and drive growth.
With our customer feedback and reporting solutions:
- Contact center agents capture extensive and accurate data with ease
- Your website and Intranet portal become a source of valuable customer
and employee insights - Managers produce a wide variety of reports with minimal effort
- Key stakeholders across the enterprise are alerted of critical issues as they emerge
- Your company gains real-time visibility into customer issues, needs and sentiments
- Actionable customer insights fuel continuous improvement of products,
services and operations - Managers can quickly identify and seize new opportunities
Overview
The Challenge
Customer inquiries and complaints come with built-in opportunities. With every contact, you're given a chance to resolve an issue. A portal is opened that carries unfiltered, unbiased customer feedback.
If companies are not successful in capturing this feedback, communicating it across the enterprise, and responding in a manner that is meaningful to the customer; they are simply conducting "random acts of customer service." The opportunity to improve the overall performance of the organization and create long-term value is lost.
Despite significant efforts in these areas, companies continue to miss out on many of these opportunities. In the contact center, the reasons include:
- Lack of proper training—contact center agents cannot always identify data that is important to capture for each situation
- Inconsistent data entry that makes it difficult to generate meaningful reports, or slice and dice the data in useful ways
- Barriers to accessing data systems within and outside of the contact center – agents are distracted by cumbersome search processes and unable to maintain focus on the customer
- Complicated interfaces—agents are too bogged down entering data and asking irrelevant questions
- The data captured via phone, email, chat, and self-service channels may be housed in different databases, making reporting a time- and resource-intensive process
And as more and more customers migrate to the Web for self-service options, companies are missing numerous opportunities to learn about their customers' needs. Valuable insights are revealed by understanding the questions customers are asking through your website—such as the products they want, the problems they are experiencing, and more.
Commonly used keyword search and FAQ tool usage reports do not reveal unaddressed questions, or indicate if they were properly answered as intended. You don't know how—or even if—a customer's question was answered. Reports only show you a disorganized list of keyword search terms used, or FAQ "hit rate." Valuable insights are lost in vast repositories of data.
We can help you overcome these challenges and realize the full value of customer feedback.
With our customer reporting and customer feedback solutions, the insights gained from a single customer, employee or partner can benefit the entire organization. Our customers' contact centers and self-service channels operate as strategic assets across their respective enterprises. They have the capabilities to effectively capture, distribute and utilize comprehensive information and voice of the customer feedback.
You can achieve the same results by leveraging our technology to capture, analyze and distribute actionable customer feedback across the organization—quickly and with minimal effort. Our reports:
- Keep you informed of the most common customer complaints/requests
- Help you understand the costs associated with various case types
- Enable you to compare the volume of complaints generated by location, division, department, etc.
- Ensure that you can quickly identify and prioritize areas for corrective action
- Enable decision makers to identify the root causes of problems, changes in customer preferences, and opportunities where customer needs are not being met—all in real time
- Provide marketers with insights into consumers' reactions to new products and promotions, while identifying specific issues impacting customer loyalty
Customer insights are readily put to use to improve future interactions, products, services, promotions, search engine marketing, advertising and Web content. You get a leg up on the competition with new ideas for innovative offerings that are aligned with customer wants and needs.
Capabilities
Our solutions provide numerous capabilities that produce actionable customer insights, including:
Our solutions improve the ease and accuracy of data collection across all customer touch points. Agents do not lose time by entering irrelevant information, and do not need extensive training to know what to capture in each situation.
Streamlines data collection. ePowerCenter provides your on-site and remote contact center agents with an intuitive and user-friendly system for collecting all interaction data and feedback.
The system automatically searches for customer information based on their phone number or email address. It pre–populates the case record with this data—reducing data entry requirements, duplicate records, and errors.
Standardizes important data. ePowerCenter makes it easy for an agent to properly categorize an issue for better reporting. Rather than entering extensive details, they simply type in a few letters, keywords, or browse a hierarchy of pre-established categories and codes. They can locate the appropriate category or code in a matter of seconds.
Facilitates better data capture. An agent's category or code selection prompts a number of beneficial actions and tools to effectively address the issue at hand. This includes automated workflow processes and decisions (such as pre-populating fields), setting or limiting the value of one field based on data entered in another, or highlighting fields. The agent is visually guided to capture required elements for the case.
This ensures that the agent captures the product's serial number, expiration date, part number, flight number, employee name(s), restaurant location, etc.—whatever is most critical.
In addition, the system can pop an intelligent survey to the agent, prompting them to ask and answer the right questions, while structuring the data they capture for better reporting.
Our ability to capture and communicate feedback goes far beyond customer interactions in the contact center. RealDialog, our knowledge management solution, captures and analyzes input from the multiple channels (voice, email, Web, and chat) and user types (prospect, customer, employee, contact center agent, or partner) it is set up to serve.
The solution captures, analyzes and aggregates questions and "conversations," word–for–word, providing you unfiltered and unbiased insight into customer and employee needs.
Topic summaries point out what customers are asking about. Drilling down into full conversation transcripts helps you gain great insight into individual customer opinions, perceptions, needs, and feelings. Business users easily review the questions being asked to identify specific needs and opportunities.
Our solutions ensure that the right individuals are immediately informed and involved in priority cases and issues.
For example, ePowerCenter acts as an early warning system about problems that could lead to product recalls or undesirable publicity. Its notifications feature allows you to proactively alert any number of individuals—such as a store/restaurant manager, quality manager, legal counsel, or manufacturing facility manager—of important issues based on pre-defined events/criteria. It automatically sends a notification via email, fax, text, or pager when certain actions are taken or thresholds are fired.
Our extensive reporting capabilities enable you to maximize customer feedback across all channels. You can generate and send reports to managers across the organization—on–demand or automatically. Report production time is minimized.
Reports on any issue. Within ePowerCenter, any number of issues, product names and models, locations, and more can be organized into searchable hierarchies that help agents capture quality, standardized information during the call. These hierarchies can be as wide and deep as you need to support your unique needs—some companies have hundreds of thousands of entries.
You can generate data reports at any hierarchy level within a category, for any timeframe. This could be a summary report or detailed reports in different formats and styles, including: trend and cross-tab graphs, case summary, frequency and normalized frequency, multi-category frequency, and time period comparison.
Managers can drill-down through data to better understand customer trends, help identify potential liabilities or manage contact center staff.
Examples include reports showing the number of complaints received during a month, the number of complaints per division/branch, an issue breakdown for the year, most frequent resolutions (including associated cost), and more.
Normalizes data. Normalize quality and defect reports across products using manufacturing reports and sales data. This feature is especially valuable for the retail, restaurant and travel industries, where data surrounding "products sold," "meals served," and "number of passengers" provides critical insight for business decisions.
Produces a variety of formats. With ePowerCenter at the heart of your contact center, your reports, mode of generation and presentation options are no longer limited. Choose from a variety of output types, including Excel, PDF, and HTML. Use ePowerCenter's standard built-in reports, or build your own.
Automates report generation and distribution. ePowerCenter's reports can be run and printed on-demand, or scheduled for off-hours production. "Favorite" reports can be automatically emailed to whomever you choose, and saved into a format commonly used by your organization.
Connects to external reporting tools. Connect external reporting tools to the ePowerCenter database for ad hoc or OLAP type reporting. You can mine consumer insights from the structured, textual and unstructured data in email, call recordings, customer complaints, and contact center agent notes.
Our RealDialog solution gives you a whole new level of "voice of the customer" reporting. As an interactive knowledge base, it captures customer and employee questions and inputs across every channel it supports—in their actual words. This includes Web self-service, contact center interactions, email, and chat.
Decision makers quickly identify problems, knowledge gaps and areas of opportunity. For example, they can identify the number of product inquiries over a specific period to compare against marketing activities.
They can even drill down to the original questions and transcripts to gain extensive insight into customer interaction patterns, perceptions, needs, and feelings. This capability has revealed critical insights such as:
|
Leveraging feedback and input from all customer touch points, our solutions give you a means to identify and respond to trends and problems at an unprecedented rate. With our reports, you can:
|
Our reports help companies increase marketing effectiveness, identify opportunities, and gain competitive advantages. You identify your customers' unmet needs; and gain direct, unbiased, and detailed information to successfully develop, launch and market new offerings.
For example, a beverage chain had an influx of calls, emails, and letters requesting a specific type of product. Management analysis of ePowerCenter's reports prompted the chain to develop the product.
By pulling a report listing all customers who requested the product, the chain was able to send out a targeted communication—notifying these customers of the new product and promoting it with a coupon. Needless to say, these customers were impressed and the marketing effort was highly productive.
Companies have created campaigns based on specific customer information and issue types. Using ePowerCenter's mass mailing and fulfillment capabilities, they sent out highly targeted mailings via letter and email to appropriate individuals.
Benefits
Our customer feedback reporting solutions bring numerous benefits, including:
- Improves data quality and completeness for better reporting
- Reduces the time and effort required to produce reports
- Mitigates risk by helping to quickly identify, communicate and address the root causes of problems
- Increases ability to identify and respond to trends and opportunities
- Reduces customer defections resulting from product and service problems
- Improves understanding of customer needs and preferences
- Enables targeted and continuous improvement of products, services and processes
- Helps companies "tune in" to develop better messages, execute more successful campaigns, respond faster to opportunities, and outpace competitors
- Reduces the cost of market research, while saving time and money in documenting requirements
Next steps:
Download our solutions guide: Identify Trends and Opportunities
Download our success story: Scotts Miracle-Gro—Fire Ants Ignite Sales at Scotts Miracle-Gro
View our article from CRM Magazine's Customer Service Best Practices: Customer Insight 2.0: Managing Unstructured Data Brings Brilliance to Voice of the Customer Initiatives.
Download our RealDialog Self-Service—Voice of the Customer Reporting capabilities guide for a deep dive into capabilities that enable you to capture and leverage valuable customer insights
