Three Ways to Turn Customer Insight into Action

3 Ways to Turn Customer Insight Into Action

Data has never been more plentiful. Call recordings, text messages, chats, social media, and email provide mounds of data about your customers and their perceptions of your products, companies, brands, and people. At SupporTrends, it is our mission to help you filter through the data to find meaningful insights. 

So you have all of this data. And you now have some insight into what the data says. How can you deploy these insights to better your business?

Product Development

Your customers are telling you about how your products affect their lives - whether they are meeting, exceeding, or underdelivering their needs and expectations. They also tell you WHY. Maybe the bristles on your toothbrush wear out too quickly. Maybe your app keeps crashing. Maybe they’re delighted by the unboxing experience you (or your competitor) provides. Recognizing patterns in customer communications will guide you directly to improving your products to fit their needs.

First Call Resolution

“Have I resolved the reason for your call?” 

Support center operations are expensive. Increasing first call resolution rates decreases costs significantly. Voice analytics can help you recognize words and phrases within customer calls, such as “last time I called…” and correlate them with products, features, support agents, time, or any other metric you’d like measured. Uncovering patterns within these correlations will enable your support teams to better and more accurately diagnose and resolve customer issues, leading to shorter call times and increased first call resolution.

Marketing

A better understanding of customer needs and aspirations will help you communicate how your product or service best fits them. As you use data to become closer to your customers, you’ll also understand how best to communicate with them. Often, customers don’t care about the latest bell or whistle. They have a problem they need to solve or an aspiration that you help fulfill. Insights gained from existing communications will help you cut through the noise and speak to what’s most important to them.

As business leaders, we now have the ability to truly understand what our customers are trying to tell us in every interaction. Surveys and focus groups only return what they look for and miss anything else the customer experiences. The actionable insights of the digital age lie in the routine interactions you and your team already have with customers every day.

To see how SupporTrends helps its customers use data to better understand their customers, have a look here.

Tom Simson leads Business Development and Corporate Partnerships at SupporTrends. Get in touch with him at tom@supportrends.com.