Customer Experience

Trends of 2013

THE RISE OF

TEXT ANALYTICS

RISE OF TEXT ANALYTICS

It has always been the job of call centers to

interpret what customers are saying back to the

rest of the organization. In 2012, we realized this

was a much harder task now that customer service

professionals are handling 10 or more

communication channels (phone, e-mail, chat,

online communities, surveys, video, photo, review

sites, wikis, social posts), with 4 different forms of

data (voice, text, photo, video), and with 10 times

the amount of conversations due to the

collaborative web 2.0 environment.

The focus in 2013 is figuring out an efficient way to

capture the “voice of the customer”, but still keep a

unified perspective. This means our industry will

have to decipher all of the channels to figure out

what customers are saying about their experiences

with the brand. The challenge is some of the most

insightful customer data comes from unstructured

content like calls into the contact center, social

media conversations, and chat sessions. That’s

where text analytics is going to play a huge factor

in 2013.

CAPTURE THE VOICE OF

THE CUSTOMER

This year we will start seeing new text analytic

systems being deployed that can convert 100% of

phone calls and videos into text. The text analytics

tool will then assess those conversations against

all other text based customer conversations to help

trend conversations into real-time actionable

insights.

ACCESS CONVERSATIONS

TO CONVERT INTO DATA

PREDICT CONSUMER

BEHAVIOR AND TRENDS

PREDICT CONSUMER

BEHAVIOR AND TRENDS

We are living in the Information Age where

enormous amounts of data are being created,

published, and stored every second. According to

Eric Schmidt, Google’s CEO, “There were 5

exabytes of information created by the entire world

between the dawn of civilization and 2003. Now

that same amount is created every two days.”

PREDICT CONSUMER

BEHAVIOR AND TRENDS

Over the years, businesses have done a good job

collecting data from their customers and storing it

in CRM systems. The challenge and/or opportunity

for contact centers in 2013 is to learn how to use

these enormous customer databases, along with

other forms of consumer data that’s available such

as: web behavior data, customer satisfaction data,

business outcome data, competitive data, social

interaction data, financial data, demographic data,

psychographic data, and technographic data to

predict consumer behavior and ultimately improve

the customer experience.

Micah Solomon, the author of High-tech, High

touch Customer Service describes the concept of

anticipatory customer service where companies

predict customer needs and proactively address

them. Anticipating a customer’s needs gives

customer service an opportunity to provide a

WOW experience or fix problem before they

amplify.

ANTICIPATE A CUSTOMER’S

NEEDS

UTILIZE PREDICTIVE

ANALYTICS

This is where predictive analytics comes in.

Predictive analytics is a technology that uses

predictive modeling to find the probability or

likelihood that a future event will take place such as

placing an order or recommending a friend. In

order to predict consumer behavior, one must have

lots of historical customer data (which all contact

centers store).

In 2013 contact centers will start using predictive

analytics to predict the best agent to route a

contact to, the right time to reach a customer, the

right channel to use, and the right offer or

messaging to present. The end result will be a

decrease in lead acquisition cost, increase in

customer loyalty and retention, and increased

agent contacts and conversions.

PREDICTIVE CALL ROUTING

CREATING A DIGITAL

CONCIERGE EXPERIENCE

There was a time when companies told customers

how and when they could contact them. Now

thanks to web 2.0 communication channels,

customers are “calling” the shots. Our on-the-go

society has placed significant importance on “fast

and personalized service” when evaluating their

customer experience. Customers are refusing to

wait on hold or hassle with an IVR to receive

customer support. Instead, they are turning to self-

service solutions such as social networks, mobile

apps, or “how to” videos on YouTube to get

answers quickly. In 2013, customers are expecting

customer care teams to have digital

communication options.

CREATING A DIGITAL

CONIERGE EXPERIENECE

CREATING A DIGITAL

CONIERGE EXPERIENECE

If a customer tweets your brand a service related

question, they will expect a response in 30

seconds. This means your organization better

have the right social media or video customer

service solution in place to provide a digital

concierge-like experience. Every tweet, post, or

blog should be noted and stored in a CRM system

so that organizations know that @Daily123 is really

Sally, and Sally is a Diamond member. She called

us yesterday and tweeted us today about her order

that is late. This will help organizations have a 360

degree view of the customer and provide for a

great customer experience.

For the full list of customer experience trends, register for our upcoming webinar on “The Top 10 Customer Experience Trends of 2013” at bit.ly/Dialogue_top10_webinar

Written by Lauren Ziskie, Customer Engagement Officer at Dialogue Marketing Inc., an award winning provider of BPO and customer engagement services. To learn more or ask a question, feel free to follow her on Twitter (@LaurenZiskie) or call 248.836.2642 To learn more about Dialogue Marketing, please visit www.Dialogue-Marketing.com.

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