Databases Reference
In-Depth Information
For example, consider that a customer makes the following statement:
I have been very frustrated with a particular service offering from Acme Inc. and the number of
times I had to follow up for completing this service to my satisfaction. I'm not going to engage in
the pursuit any further as there is minimal support from their customer care. I'm very disappointed.
I will take my business elsewhere.
Analyzing this data for pure sentiment provides a limited perspective on the situation. You can
identify that the:
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Customer sentiment is negative.
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The tone of the conversation is negative.
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There is a process failure that has caused this issue.
What you cannot see is:
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Why the customer is unhappy.
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The context of the conversation that has been happening:
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Service delays
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Lack of follow up
●
Customer care failed to communicate and engage
Further, if you process this data and integrate it with call center records, you can simply see:
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The nature of service calls the customer called for.
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The number of follow-up calls that he or she did to close the loop.
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The organization response and status:
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This provides the overall context of the customer sentiment and the impact when integrated
with financial data.
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The bigger picture to worry about is the impact of this conversation in a forum.
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How many more services does this customer hold and the potential risk that he or she might
cancel all services.
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How many other people in his or her network might this customer influence and what is the
loss of revenue.
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How many more customers have expressed such concerns and canceled services that might
result in a legal situation.
Unless this gap is addressed, the value from the voice of customer initiative is deemed primitive.
Another channel is that customers will follow up the conversation with a real person at a call cen-
ter or with emails. For example, a customer writes the following email:
From: john.doe@myfreecountry.com
To: msvcs@Acme Inc.com
Subject: Customer Services Feedback
Dear Acme Inc., I have been a customer for the last 30 years of your services. While the relation-
ship has had its share of highs and lows, in recent times your customer services team has been
performing very poorly. The response times have been lagging, there is a lack of urgency to close
