Voice of the Customer programs typically make people think about customer feedback and customer experience in a care or support organization. For Intuit Small Business marketing, it recognizes that Voice of the Customer extends to the shopper, whether that shopper that is new to the franchise or is a returning customer.
That experience of purchasing a product is an additional dimension to the customer experience. Intuit Small Business marketing has leveraged text analytics and live chat to derive and share valuable actionable insights for its sales and marketing organization.
Loyalty360 will host a webinar on Dec. 3, 2015, at 1 p.m. EST titled, “Active Listening Drives Dynamic Customer Engagement: Add a Powerful VoC Program to Your Shopping Cart,” presented by Intuit and Clarabridge.
The featured webinar speakers will be: Susan Ganeshan, CMO, Clarabridge; and Ross Voorhees, Sr. Business Analyst, Intuit.
Voorhees participated in a Q&A with Loyalty360 to explain a bit more about the webinar theme.
How can brands leverage text analytics and live chat to gain valuable customer insights?
Chat is a valuable listening post in both support and sales chat as it provides a valuable representation of the customer’s perspective, questions, and sentiment. It does have an advantage over voice in that often the chat conversation is often already transcribed by the chat service provider, which reduces the time and cost to deliver a VOC text analytics solution.
What would you say are the biggest misconceptions about text analytics and live chat?
The biggest misconception about analyzing live chat is that you are going to have an “a-ha” moment right away. However, this is often not the case with any source of verbatim dataset. You get to your “a-ha” moment when you get very specific with the question(s) you want to answer and the question can be accurately answered with your dataset.
Your verbatim data is similar to just a bunch of Jeopardy answers. The answers have no value until you pair them with the right questions.
How does the shopper fit into the Voice of the Customer scheme?
The shopping experience is likely the first touch point the shopper has to engage with an organization. From that first experience, the shopper begins to build a perception of the organization which they take with them through their customer journey. It is valuable to understand those perceptions so that sales, marketing, and care can make informed decisions about how they create the experience beyond that first touch point. In addition, an organization can calibrate the customer perception with the brand experience the organization wants the shopper to receive.
What makes text analytics and live chat better than other forms of technology for loyalty marketers today?
Marketers often only receive quantitative results of campaigns and rarely the qualitative insights to deeply understand what influenced the facets of the campaign results. With text analytics, you can merge both the quantitative and qualitative data and analyze the results together and develop a more holistic story of the campaign results.