Nine reasons why you shouldn’t wait to implement a verbatim analysis service

We now live in an experience economy. Loyalty is not just about delivering an exceptional product, but making customers feel good about every aspect of your operations and brand. That is why many companies are putting in place systematic ways to monitor the customer experience.

With survey processes like NPS and CES an ever higher share of customer’s voice is open-ended comments. Social media discussions and incoming emails and web-forms further complicate the picture. Meanwhile, the feedback volume is increasing.

One day, four to five years from now, every company will have implemented a customer feedback analysis service. Companies, which implement it now, will be way ahead of the competition by then.

Here are 9 reasons why you should get started today.

1. Your competitors are already quite far up the learning and organizational transformation curve

Bringing customer(‘s voice) close to the decision makers has the power to transform your company. But this type of change takes time. It also takes time to master the skill of customer listening and insight distribution.

2. Customers have more choices, they are more demanding and they have more ideas and opinions than ever

Customer’s needs are becoming harder and harder to predict. You need to have tools in place for predictive analytics and detecting emerging trends.

3. Contact and support centers receive a wealth of actionable insights

Feedback is coming in via phone, emails, web forms, social media and chat logs. Once you transcribe the calls, all of this is unstructured text data. This information has a wealth of insights in it. Contact centers usually categorize complaints according to their needs. That categorization often doesn’t fulfill the customer experience management needs, nor does it match the CX tabulation systems. Uniform categorization system solves this problem.

4. Frontline staff doesn’t have time to track customers’ concerns

Seeing how an outlet performs, and identifying best practices is difficult, especially in hectic retail and hospitality industries. Employees don’t necessarily have time to share what they have learned. Customers will tell you these things but only if you listen, analyze and share the insights with the rest of the organization.

5. Companies need to hear the unedited customer voice

Most goods are sold via 3rd party retail or online stores. In this type of distribution system the feedback primarily stays within the retail or e-tail chain. It is crucial that the brand owner can hear the unedited customer voice. For this you need to have your own listening channels, analysis service and insight distribution system in place.

6. New products and services are introduced constantly

There are often too many products and aspects of operations to be able to conduct structured surveys. Information about how customers feel about new products and services is hiding within the open-ended comments. It is important for you to detect those emotions accurately and fast in order to take appropriate action.

7. Competition is coming from unexpected directions.

Customers are savvier and less loyal than ever. They also have more and more choices. Early adopters are continuously looking for new solutions for their problems and needs. You need to have a sensitive ear to detect those signals and take action in order to retain existing customers and capture new opportunities.

8. Omni-channel marketing and sales make the customer journey more complex

Shopping has become more complicated. Customer journey can involve many interactions with the company. You need to be able to capture those interactions and make sense of them consistently and fast. You need to also understand how customers feel about different ways of shopping in order to maintain an even experience quality across all touchpoints.

9. Social media makes communications and crisis management more difficult

Social media has made it easier to share bad (or good) customer experiences with friends and acquaintances. Your customer support centers inability to please a disgruntled customer might lead to the issue spilling over to social media. Early and smart intervention in those situations might turn a bad experience into great. Even transform NPS detractors to promoters.

Uniform feedback categorization creates a common language across your enterprise. It has the power to break organizational silos, increase customer loyalty, and drive employees towards more customer-centric thinking and behavior. This transformation takes time. You need to start today.

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