how to incorporate customer voice into analytics
TRANSCRIPT
HOW TO INCORPORATE THE CUSTOMER’S VOICE INTO ANALYTICS
Matti Airas, VP Sales&Marketing, Co-founder, [email protected]
CUSTOMER EXPERIENCE MANAGEMENT REQUIRES NEW TYPES OF INFORMATION
Operations Optimization
Customer Experience
Market Segmentation
1910
1950
2010
OPER
ATAT
IONS
AND
SE
GMEN
TATI
ON
3
Purchase behavior
Demographics
Structured Surveys
Operations optimization
Segmentation
Selection
Operations Planning
Market Research
WHY
CX? 1. Fix problems
2. Improve products and services3. Reduce churn4. Identify opportunities5. Know what competition does
CUST
OMER
EXP
ERIE
NCE
5
Purchase behavior,
demographics & surveys
Online behavior
Transactionalsurveys
Contact center
transactions
CustomerExperience Analytics
TargetedMarketing
TargetedSelection
PersonalizedExperience
Experience
Improvements
ProductInnovation
Social media
CHAL
LENG
E
6
Customers are used to ”chatting” – volume is growing fast
Insight is hiding within the text and in organizational silos
VoC is mostly open-text
CustomerExperience
Viewpoints 10
TEXT
TO
STAT
ISTI
CS
7
Neg-Neu-Pos
Open-text Feedback
surveys, feedback forms, emails, social media, net promoter score,
contact center tickets, market researchopen-ended questions
Keywords 105up to four words
Topics 102statistical information
WHAT IS A TOPIC?
Consistent-Contextual-Relevant
VIEWPOINTS INDUSTRY EXAMPLES
INDUSTRY INSURANCE
CHARTER TRAVEL TELECOM RETAIL
VIEWPOINT Insurances Hotels Reliability Facilities
Car insurance Restaurant Interruptions ToiletsHome insurance Parking Freeze Cafe
Pet insurance Tidiness Intermittent RestaurantBoat insurance Pools Coverage Carts
Travel insurance Location Hard reset TidinessLiability insurance Room temperature Crash SecuritySports insurance Noise Clipping Children
HOW TO CREATE THE CX DATA SET
10
ERP
CRM
CEM
CONTACT CENTER
Data modeller
Reporting
Dashboards
AnalysisSOCIALCRM
WEB ANALYTICS
DATA
W
AREH
OUSE
CX
RICH DATA
REPORTING
12
WeakSignals
HotTopics
Unit/Touchpoint Benchmarking
Role-based
VISUALIZATION
13
Want to find out what your customers think about your
brand, products and services?
[email protected]+358 40 8222010