What to do with that data?

Posted on August 4, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: , , , , , |

Corporations have spent millions, if not billions, on new ways to collect input and feedback from customers. Recordings of customer service calls, having call center operators take notes, e-mail campaigns, online feedback forms and countless other methods.

What we’ve seen in many cases is that executives look at the data, find a few similar points customers make and come to conclusions. Those conclusions usually dictate action and budget allocation. Churning through piles of data and reports is difficult and time-consuming, so gut feeling is supported by only modest quantitative information in most cases.  Of course this is a gross over-generalization, but in fact is true in many many cases.

For example, a company that does call center performance optimization collects an unbelievable amount of rich data. They have call center transcripts, agent notes, self-service feedback from customers … just loads of the stuff. Their problem – because a modest amount of quantitative data is available, all this qualitative stuff is dropped on the floor.

From what we have seen, there are two major problems:

  1. Businesses are coming to the wrong conclusions or are missing greater opportunities to gain critical insights that are waiting to be found in qualitative data; and
  2. So far, they are not getting a good return on the serious investment made in collecting qualitative data.

That’s where Leximancer and The Customer Insight Portal come in handy. Without any prior set-up or definition of terms (which can be laborious and time consuming), we take that unstructured data, including transcripts from call-center conversations, and provide insight that companies can actually use. That insight includes discovering unknown issues with customers that quantitative data can’t identify.

Just today on a call with a prospective customer we found that two different sources of feedback on their mobile devices delivered two very different sets of opinions. While both were making some complaints, one group was unhappy about physical features of the devices (e.g. the screen easily scratches and is difficult to read) and the other group was frustrated with calling plans and services.  So even at this high level of insight, the marketing team now knows how to adjust their message,  who to engage with a different message or promotion and can provide critical feedback to the product development group.

Simply, we provide a way for executives to get big return on that wise investment to capture all that data-yes quantitative, and yes qualitative.


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