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How to make sure that customer insights result in actionable value - Livesalesman - ContactCenterWorld.com Blog

How to make sure that customer insights result in actionable value

Customer insights are actual truths about consumers. These are key elements that decide behaviours and perceptions of customers. Customer feedback and Voice of Customer data can be a great help to various teams in an organization making them more efficient and in tune with customer goals and attitudes. However, most businesses are facing challenges in using these customer insights to drive business changes. This is partly because while businesses invest considerable amount of money, energy, tools and resources in collating the data for customer insights and presenting them in the form of fancy reports and dashboards, little effort is made to prepare the business stakeholders on how to interpret those customer insights and how to use them efficiently in making business decisions.

Let’s see what steps the customer support team can take to make customer insights useful for the decision-makers in the other departments. A lot of call centre outsourcing companies that offer customer support outsourcing solutions offer this value-added service.

Highlight what value customer insights will add

If customer support outsourcing solutions team want their work to be accepted, it is imperative that they speak the language of the particular business of which they are working for. Customer insights just by themselves won’t resonate with anyone unless they are aligned with the business objectives of the company. When a call centre outsourcing company takes on a project, they should make an effort to understand what objectives business is trying to accomplish and then identify what set of insights will be beneficial to achieve them. Customer support outsourcing solutions teams should be trained to go an extra mile to gather the right insights from the customers.


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Identify the business needs and the insights that will help achieve them

Once the call centre outsourcing company has understood the general focus, they should dig deeper to understand the exact needs. While some insights may be interesting to be aware of but discovering and actioning them will not yield any significant result. It will be just time-consuming. Similarly, the customer support outsourcing solutions team needs to aware of what insights team already has access to so that they don’t waste time and effort duplicating the same data.

  • Here are some questions that call centre outsourcing company should ask its clients:
  • What are your company’s main priorities over the next 3, 6 or 12 months?
  • What are the gaps in the information they already have?
  • What limits do you need to work within?
  • What will be the duration of your data collection?
  • When will the results be communicated to key stakeholders to analyze?

Increasing the Scope, Scale and Visibility of CX Measurement

The way customer support outsourcing solutions team shares the insights decides whether their customer experience measurement program is set for success or not. If call centre outsourcing company wants stakeholders duly engaged, they should make sure to present customer experience metrics in a consolidated visual, interactive dashboard that presents the metrics in real-time and monitors them over time.

Avoid committing the mistake of focusing only on a solitary top-level customer experience metric, such as CSAT or NPS. Although it’s normal for top executives to prefer their favourite metrics to summarize entire customer experience, it fails to show where to focus efforts to bring about improvement. It is always advisable if metrics are linked to key customer journeys.

Apart from dashboards, also think of other formats to share regular and urgent insights within your organisation, especially insights like online reports, videos, or customer quotes that may bring positive change.

Celebrating successes and sharing lessons

Customer support outsourcing solutions team members can bring desired behaviours among their insights users by something as simple as celebrating success stories and sharing lessons learned.

Focus on the quality of data

During your consumer research, customer support outsourcing solutions team is flooded with large amounts of data relating to your customers’ behaviour. If we go by the prevalent online activity of an average customer, you are likely to be overwhelmed by the volume of data. Here, the customer support outsourcing solutions team needs to be selective to find out the most useful data to achieve your goals.

You need to be certain that the data you’re collecting is actually useful because your entire customer insight strategy depends on the quality of data you have. If the quality of your data is substandard, your decisions arising from the customer insight will be flawed.

Fixing roles and responsibilities

The stakeholders who are responsible for utilizing the customer insights gathered to play a very important role. Normally, the data collection is done by customer support outsourcing solutions team but the interpretation of data is done by business decision-makers for each department. Hence, it’s part of your job to ensure that you have the right person with requisite skills to handle your customer insight.

You need trained personnel with IT skills to run the software, manage the databases and ensure the smooth running of your system. Same is true for your marketing and product development departments where you should hire individuals who are experts of applying the results of the insight into action.

Source: https://livesalesman.com/how-to-make-sure-that-customer-insights-result-in-actionable-value/

Publish Date: July 30, 2019 5:00 AM


2021 Buyers Guide Knowledge Management

 
1.) 
3Fiftynine

Branches
Combines knowledge management with call support as continue improvement.

2.) 
eGain Corporation

eGain Knowledge + AI
eGain's knowledge management software, powered with Case-Based Reasoning, an Artificial Intelligence technology, lets you provide intranet or extranet access to the common knowledge base, enabling contact center agents to provide distinctive, productive, and brand-aligned experiences in every interaction, across all channels and touchpoints.

3.) 
eGain Corporation

eGain Knowledge + AI
eGain Knowledge+AI™, the top-rated, analyst-awarded knowledge management software, guarantees quality customer service by infusing your customer service agents with knowledge, making all agents as productive as your best ones. By providing agents and other users a range of ways to get to information from the common knowledge base, it ensures fast, consistent, and accurate answers.

4.) 
FuzeDigital

FuzeDigital offers an affordable yet comprehensive knowledge base to answer your consumers' and staff questions. When assistance is needed, our email management system ensures your timely and accurate delivery of responses. Used by companies large and small that seek to deflect common questions while providing exceptional support.

5.) 
Happitu

Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!

6.) 
Knowmax

Knowmax is a knowledge management software for enterprises. Customer service of any organization can leverage this tool to create, curate & distribute the knowledge at assisted as well as digital channels promoting self service.

7.) 
livepro

Knowledge Management software
livepro are experts in Customer Experience Knowledge Management and are passionate about improving customer experience. livepro is feature-rich yet easy to use, delivering answers to agents – not long complex documents to dig through. This makes customer service quicker, easier and more efficient. Staff require next to no training on complex procedures thanks to livepro’s intuitive design, which brings confidence up and training costs down.

8.) 
ProcedureFlow

ProcedureFlow is a step by step visual guide that supports agents as they navigate company processes. With a knowledge management solution that simplifies complex information, employees can spend less time searching and focus on what they do best. ProcedureFlow’s simple and intuitive platform enables contact centers to quickly and easily create, maintain, and update company processes in real time. With ProcedureFlow, teams can work more efficiently, better serve customers, and drive results that matter most to their business.

9.) 
Synthetix

Knowledge is your company's most valuable asset. An intelligent Knowledge Base can harness that asset, supporting your customers and empowering your agents.

Purpose-built with your users in mind, the knowledge base stores all information your customers need and search for, from policies to product details. Integral to CX, an intelligent knowledge base allows customers the freedom to self-serve whilst delivering them great results at their convenience.

Internally, the centralised knowledge base equips your employees with all the knowledge they require to assist customers, enhancing not only the way agents work, but the impact on CSAT.

Knowledge can be seamlessly integrated with your customer service tools to ensure complete coherence of information, even when it's updated.
 



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