With recent advances in survey technology, customer post-interaction surveys are pervasive. However, my experience is that their effectiveness is well below an acceptable level.
From an enterprise perspective, the real measurement of success in the customer service world is customer satisfaction and reducing the number of contacts needed to solve a customer issue. So, shouldn’t surveys focus on those issues?
As someone who has spent the last 15 years examining contact center technologies and processes in great detail, I realize I am often overly critical of customer interactions in which I am personally involved. My long-term intent is not simply to criticize the operations of companies with which I interact, but more focused on making the customer service world a better place. Therefore, I never miss a chance to complete a post-interaction survey whether it be via e-mail, callback, text or the U.S. Postal Service. In addition, since many of my contact center vendor clients develop and offer survey solutions, I am always on the lookout for ways they may improve their products and services to enterprise clients. Continue reading “Customer Surveys Are Everywhere, but Are They Helping?”→
• The motivation for high levels of data and analytics initiatives may be as much about worry over the implications as it is about innovative differentiation.
• The demand for better business-grade data to drive insightful analytics will merge with the capabilities being developed by suppliers to create a very important and exciting era of strategic IT.
Organizations of all sizes and types are preparing themselves for a new wave of strategic IT initiatives driven by big data and analytics—quite often linked to Internet of Things (IoT) programs—according to a recent Current Analysis global study. But to be fair, the motivation for this high level of engagement may be as much about worry over the implications of such programs as it is about innovative differentiation.
The capability for organizations to utilize big data to improve or transform business processes more easily is one of the most significant IT-related developments in at least the past decade. Analyzing and acting on customer or process information is not at all new, of course. What is new, however, is the emerging capability to analyze unthinkably large stores of data, very quickly, and in easily-understood visualizations that can either inform decision-making in near real-time, or indeed fuel automated process enhancements and tactical actions.
The potential power of enterprise data and analytics is as daunting as it is impressive. It can enable everything from rather mundane process enhancements that improve profitability, to vastly higher rates of customer satisfaction, to entirely new business models that disrupt conventional business practices to their core. All of these outcomes and more have business executives at the highest levels paying close attention. The recent Current Analysis Enterprise Investment Plans study shows that while over 20% of enterprises are actively pursuing analytics projects, the vast majority—59%—are considering an analytics project in the next 12 months. That means lots of companies are currently in the stage of thinking about what to do.
Much of IT is about enabling or improving processes. Strategic IT, however, builds and drives organizations to entirely new business models or new levels of competitive differentiation. Like web commerce previously, data and analytics is one such strategic IT opportunity. What is interesting to note about the high numbers of organizations still thinking about what to do is that it implies indecision. That itself can be interpreted in two ways: the thinking about analytics is either an offensive strategy with careful assessment about how to attack the market with a clearly differentiated proposition, or it is defensive maneuvering to avoid being blindsided by competitors.
I suspect it is mostly the latter, if only because the tools to democratize analytics, as my colleague Brad Shimmin puts it, are taking shape just now. Whether driven by offense or defense, the demand for better business-grade data and analytics will merge with the capabilities being developed by suppliers to create a very important and exciting era of strategic IT.