Six Ways Your Customer Experience Solution is Failing You
The Author, James Purchase, Vice President of Business Development, oversees various responsibilities in client services, partner relations, sales engineering, and business solutions. In his 12-year tenure at Attensity, Mr. Purchase brings tremendous product knowledge to this role, as well as a strong background in computer science and computational linguistics. Prior to Attensity, Mr. Purchase was a managing principal consultant at Sagent Technology. He holds a Bachelor of Business Administration from the University of Central England and a Master of Science in Information Systems from the University of Liverpool.
This post is the first in a 3-part blog series on how Informatica and Attensity are partnering to help enterprises achieve customer experience insights from both internal corporate and external text-based sources.
You may not realize it yet, but your customer experience solution is most likely failing you.
“Not true!” you may be thinking. “It can’t be true, because we’ve invested millions of dollars in customer experience in just the last few years. Our customer experience is far better than it used to be!”
While it’s true that customer experience solutions have come a long way in the last few years, today’s customers have endless (and evolving) choices for interacting with your brand. Each of those interactions and conversations holds vital clues to what customers really think – and more importantly, what they’re not telling you – about their experience with your company.
Some customers fill out surveys. Others post on social media, or submit a support case via email. Comments get submitted on your blog, and reviews are published on third-party sites. Your agents take call notes and save chat conversations.
But who brings it all together? “The cloud and on-premise applications that companies use to run their business contain hugely valuable customer insights. But when data sources are disparately distributed and decision makers don’t have the data at their fingertips, then they are looking at an inaccurate view of their customer base,” says Ronen Schwartz, senior vice president and general manager, Informatica Cloud.
Here are two ways your Customer Experience solution may be falling short, and what to do about it.
- Too many secrets. Most customer feedback is stored in disparate systems scattered across the enterprise in different departments: support cases, chat records, survey results, CRM notes, emails, social monitoring tools, etc. Getting visibility into all of those different sources and systems is practically impossible with most customer experience solutions. Make sure yours can integrate feedback from a variety of sources, both internal corporate and online sources.
- It doesn’t speak your customer’s language. Big data analytics systems process massive volumes of structured feedback. But they miss the estimated 80% or more of enterprise data that is unstructured – text-based conversations and documents that are not stored in tables. To be accurate, verify that your customer experience system is able to process the vast majority of customer conversations and feedback that are unstructured, freeform conversations and written text.
These are just two ways to confirm whether your customer experience solution is giving you the big picture, or leaving you with big gaps in your understanding of the customer experience. In the next post in our series, we’ll explore two more potential pitfalls: your customer experience solution is too superficial. Or it’s too complicated. Or both.
Find out more about the latest developments in customer experience here.