Topics: Big Data
A few weeks ago, a friend who leads the customer experience (CX) team at a large B2B company described a common challenge in her voice of the customer (VoC) program. Her team had gathered and analyzed lots of customer feedback regarding interactions with support representatives in the contact center, and the results were clear. Customers thought issue resolution time was too long, and that perception was killing overall loyalty. The CX leader immediately took the findings to the head of support to make the case for change. She had already built significant momentum and accountability around CX, so the support leader was receptive. He quickly understood the problem and wanted to fix it. Then he brought the conversation to a halt with a simple question: How long should resolution time be?
With the growth of digital transactions, more consumer data is becoming available through smartphones, GPS, mobile banking, etc. The availability of “big data” means marketers and customer experience professionals have the potential to gain deeper insight into customer behavior.