As customer care organizations recognize the importance of including ‘voice of the customer’ (VoC) tools in their contact center analytics toolboxes, the capture and analysis of unstructured data will grow in importance.
Because text analytics provides the ability to include large streams of input from a broad collection of unstructured data sources, it is a very complementary solution to other analysis tools such as speech analytics and post-call customer surveys.
In previous blogs I have commented on the growing importance of collecting, managing and using “big data” effectively to drive proactive efforts designed to improve overall customer service. Today many companies base their customer feedback analysis, or so-called VoC solutions, on a single data collection tool such as post-call surveys or speech analytics. While these tools can provide excellent insights into the customer’s thought process, emotions and purchase intentions, they are often limited by their focus on a single source of information or the fact that customer inputs are confined to a set of multiple choice questions posed to a customer. I am finding that as VoC campaigns mature, companies are beginning to realize that capturing the benefits of big data analytics requires broadening the collection of data to all the data that is available to them. This should include analysis of voice calls, web chats, responses to open-ended questions of customers and notes recorded by contact center agents and other front-line employees. Continue reading “The Growing Role of Text Analytics in Voice of the Customer Strategies”→