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How can you become a responsive, agile and customer-driven business? Move beyond simply knowing what customers say and work towards a better customer journey visibility.

In the age of big data, businesses face a paradox. They’re capturing unprecedented amounts of customer information but are troubled by limited customer journey visibility into all this information – since it’s hard to get a single, overarching view of all customer interactions.

Voice of Customer (VoC) campaigns can provide insight on how customers view an organisation. This feedback is often limited to a single channel and thus, may be difficult to interpret visually, making it hard to turn insight into meaningful changes. By itself, direct VoC captures only the views of a minority and it’s challenging to interpret the data.

VoC campaigns often only capture the customer’s voice at a particular stage in their interaction journey. Then, the organisation often loses track of that customer as they progress through that journey.

Companies want to have a meaningful conversation with customers but the sheer scale of the task involved makes it difficult. These challenges should not hinder you from listening to what customers have to say. Arguably, customer interactions are the single most important data source for most businesses in terms of identifying true customer experience and effort. Modern enterprises can gain significant advantages by unlocking behavioural insights currently hidden in customer journeys.

Key to this is taking a holistic view of customer journeys across all touchpoints within an organisation: contact centre, web, chat, social media, retail, and surveys. This gives a true omnichannel view of the customer journey.

Having the data and doing the analytics is one part of the process. It’s important to access the results and operationalise those insights. By combining omnichannel analytics with strong visualisation, organisations can extract key insights and act accordingly. By capturing 100% of interactions and analysing those

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