Most centers interact with hundreds or thousands of customers each day—but what do they do with the intelligence they capture? They brag about their reams of data, but if they do not have a use for them, they have no business collecting them. They listen to an avalanche of customer noises, but their ears are not finely tuned to hear the voice of the customer.
If you have codified intelligence so that others can use it, we salute you. If you share usable intelligence with other departments and track the impact that your center has on customers, you are rare in this field.
I know there are not many like you because service level remains a dominant customer satisfaction metric even though a specific customer satisfaction research proves other performance elements may have a far greater impact on satisfaction.
If you are just beginning to listen to customers with the intention of capturing actionable data, remember to use all customer channels to gather data including the IVR, the Web, and e-mail messages. Hearing does not occur only through the telephone.
