Interactive Intelligence Customer Experience Forum
Customer service is the key differentiator in a global village populated by competitors. Attend this exclusive executive forum and discover how to deliver sterling customer service using the latest tools and technologies. Click here for more information.
Customer relationship management (CRM), business intelligence (BI) and contact centre tools are all important, but to deliver a satisfactory customer experience, a company also needs a strategy to gather real insights into what customers are saying, and develop a true customer service culture.
This is according to customer experience management expert and Consulta Research CEO Adr'e Schreuder, who will speak at the upcoming Interactive Intelligence CEM executive forum, in Johannesburg.
Schreuder says delivering on - and preferably exceeding - customer expectations is key to customer satisfaction.
But to exceed customer expectations, it is important to have a real understanding of what customers hope to receive.
To deliver beyond expectations, Voice Of Customer (VOC) needs to be analysed and understood, says Schreuder. It is not enough to note that a call or mail was attended to and the situation was resolved, he says. There needs to be insight into what the customer was really saying in the interaction - “reading between the lines, if you like”.
* E-mail - how do you observe the content of the mail, understand the underlying emotions, and record this information?
* Contact centres - what do you do with the content of the conversation? Most of them are voice recorded - do you dip into this wealth of information, analyse it and extract insights?
* Social media - look at what customers say about you and to you.
* Formalised surveys - use brand and market research to get into the head of the customer.
* Face-to-face interaction in service environments - do you capture the intelligence gathered here?
“You need to look to both customer experience measurement and management - you cannot manage what you don't measure, and you cannot measure what you don't manage,” he says.
Schreuder will share insights from his research into customer experience management at the Interactive Intelligence Customer Experience Management Executive Forum, on 5 July, at the Melrose Arch Hotel. For more information or to reserve a seat at this free event, please click here.
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