Download - Top 10 customer experience trends of 2013
Customer Experience
Trends of 2013
THE RISE OF
TEXT ANALYTICS
RISE OF TEXT ANALYTICS
It has always been the job of call centers to
interpret what customers are saying back to the
rest of the organization. In 2012, we realized this
was a much harder task now that customer service
professionals are handling 10 or more
communication channels (phone, e-mail, chat,
online communities, surveys, video, photo, review
sites, wikis, social posts), with 4 different forms of
data (voice, text, photo, video), and with 10 times
the amount of conversations due to the
collaborative web 2.0 environment.
The focus in 2013 is figuring out an efficient way to
capture the “voice of the customer”, but still keep a
unified perspective. This means our industry will
have to decipher all of the channels to figure out
what customers are saying about their experiences
with the brand. The challenge is some of the most
insightful customer data comes from unstructured
content like calls into the contact center, social
media conversations, and chat sessions. That’s
where text analytics is going to play a huge factor
in 2013.
CAPTURE THE VOICE OF
THE CUSTOMER
This year we will start seeing new text analytic
systems being deployed that can convert 100% of
phone calls and videos into text. The text analytics
tool will then assess those conversations against
all other text based customer conversations to help
trend conversations into real-time actionable
insights.
ACCESS CONVERSATIONS
TO CONVERT INTO DATA
PREDICT CONSUMER
BEHAVIOR AND TRENDS
PREDICT CONSUMER
BEHAVIOR AND TRENDS
We are living in the Information Age where
enormous amounts of data are being created,
published, and stored every second. According to
Eric Schmidt, Google’s CEO, “There were 5
exabytes of information created by the entire world
between the dawn of civilization and 2003. Now
that same amount is created every two days.”
PREDICT CONSUMER
BEHAVIOR AND TRENDS
Over the years, businesses have done a good job
collecting data from their customers and storing it
in CRM systems. The challenge and/or opportunity
for contact centers in 2013 is to learn how to use
these enormous customer databases, along with
other forms of consumer data that’s available such
as: web behavior data, customer satisfaction data,
business outcome data, competitive data, social
interaction data, financial data, demographic data,
psychographic data, and technographic data to
predict consumer behavior and ultimately improve
the customer experience.
Micah Solomon, the author of High-tech, High
touch Customer Service describes the concept of
anticipatory customer service where companies
predict customer needs and proactively address
them. Anticipating a customer’s needs gives
customer service an opportunity to provide a
WOW experience or fix problem before they
amplify.
ANTICIPATE A CUSTOMER’S
NEEDS
UTILIZE PREDICTIVE
ANALYTICS
This is where predictive analytics comes in.
Predictive analytics is a technology that uses
predictive modeling to find the probability or
likelihood that a future event will take place such as
placing an order or recommending a friend. In
order to predict consumer behavior, one must have
lots of historical customer data (which all contact
centers store).
In 2013 contact centers will start using predictive
analytics to predict the best agent to route a
contact to, the right time to reach a customer, the
right channel to use, and the right offer or
messaging to present. The end result will be a
decrease in lead acquisition cost, increase in
customer loyalty and retention, and increased
agent contacts and conversions.
PREDICTIVE CALL ROUTING
CREATING A DIGITAL
CONCIERGE EXPERIENCE
There was a time when companies told customers
how and when they could contact them. Now
thanks to web 2.0 communication channels,
customers are “calling” the shots. Our on-the-go
society has placed significant importance on “fast
and personalized service” when evaluating their
customer experience. Customers are refusing to
wait on hold or hassle with an IVR to receive
customer support. Instead, they are turning to self-
service solutions such as social networks, mobile
apps, or “how to” videos on YouTube to get
answers quickly. In 2013, customers are expecting
customer care teams to have digital
communication options.
CREATING A DIGITAL
CONIERGE EXPERIENECE
CREATING A DIGITAL
CONIERGE EXPERIENECE
If a customer tweets your brand a service related
question, they will expect a response in 30
seconds. This means your organization better
have the right social media or video customer
service solution in place to provide a digital
concierge-like experience. Every tweet, post, or
blog should be noted and stored in a CRM system
so that organizations know that @Daily123 is really
Sally, and Sally is a Diamond member. She called
us yesterday and tweeted us today about her order
that is late. This will help organizations have a 360
degree view of the customer and provide for a
great customer experience.
For the full list of customer experience trends, register for our upcoming webinar on “The Top 10 Customer Experience Trends of 2013” at bit.ly/Dialogue_top10_webinar
Written by Lauren Ziskie, Customer Engagement Officer at Dialogue Marketing Inc., an award winning provider of BPO and customer engagement services. To learn more or ask a question, feel free to follow her on Twitter (@LaurenZiskie) or call 248.836.2642 To learn more about Dialogue Marketing, please visit www.Dialogue-Marketing.com.
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