Customer insights are actual truths about consumers. These are key elements that decide behaviours and perceptions of customers. Customer feedback and Voice of Customer data can be a great help to various teams in an organization making them more efficient and in tune with customer goals and attitudes. However, most businesses are facing challenges in using these customer insights to drive business changes. This is partly because while businesses invest considerable amount of money, energy, tools and resources in collating the data for customer insights and presenting them in the form of fancy reports and dashboards, little effort is made to prepare the business stakeholders on how to interpret those customer insights and how to use them efficiently in making business decisions.
Let’s see what steps the customer support team can take to make customer insights useful for the decision-makers in the other departments. A lot of call centre outsourcing companies that offer customer support outsourcing solutions offer this value-added service.
Highlight what value customer insights will add
If customer support outsourcing solutions team want their work to be accepted, it is imperative that they speak the language of the particular business of which they are working for. Customer insights just by themselves won’t resonate with anyone unless they are aligned with the business objectives of the company. When a call centre outsourcing company takes on a project, they should make an effort to understand what objectives business is trying to accomplish and then identify what set of insights will be beneficial to achieve them. Customer support outsourcing solutions teams should be trained to go an extra mile to gather the right insights from the customers.
Identify the business needs and the insights that will help achieve them
Once the call centre outsourcing company has understood the general focus, they should dig deeper to understand the exact needs. While some insights may be interesting to be aware of but discovering and actioning them will not yield any significant result. It will be just time-consuming. Similarly, the customer support outsourcing solutions team needs to aware of what insights team already has access to so that they don’t waste time and effort duplicating the same data.
- Here are some questions that call centre outsourcing company should ask its clients:
- What are your company’s main priorities over the next 3, 6 or 12 months?
- What are the gaps in the information they already have?
- What limits do you need to work within?
- What will be the duration of your data collection?
- When will the results be communicated to key stakeholders to analyze?
Increasing the Scope, Scale and Visibility of CX Measurement
The way customer support outsourcing solutions team shares the insights decides whether their customer experience measurement program is set for success or not. If call centre outsourcing company wants stakeholders duly engaged, they should make sure to present customer experience metrics in a consolidated visual, interactive dashboard that presents the metrics in real-time and monitors them over time.
Avoid committing the mistake of focusing only on a solitary top-level customer experience metric, such as CSAT or NPS. Although it’s normal for top executives to prefer their favourite metrics to summarize entire customer experience, it fails to show where to focus efforts to bring about improvement. It is always advisable if metrics are linked to key customer journeys.
Apart from dashboards, also think of other formats to share regular and urgent insights within your organisation, especially insights like online reports, videos, or customer quotes that may bring positive change.
Celebrating successes and sharing lessons
Customer support outsourcing solutions team members can bring desired behaviours among their insights users by something as simple as celebrating success stories and sharing lessons learned.
Focus on the quality of data
During your consumer research, customer support outsourcing solutions team is flooded with large amounts of data relating to your customers’ behaviour. If we go by the prevalent online activity of an average customer, you are likely to be overwhelmed by the volume of data. Here, the customer support outsourcing solutions team needs to be selective to find out the most useful data to achieve your goals.
You need to be certain that the data you’re collecting is actually useful because your entire customer insight strategy depends on the quality of data you have. If the quality of your data is substandard, your decisions arising from the customer insight will be flawed.
Fixing roles and responsibilities
The stakeholders who are responsible for utilizing the customer insights gathered to play a very important role. Normally, the data collection is done by customer support outsourcing solutions team but the interpretation of data is done by business decision-makers for each department. Hence, it’s part of your job to ensure that you have the right person with requisite skills to handle your customer insight.
You need trained personnel with IT skills to run the software, manage the databases and ensure the smooth running of your system. Same is true for your marketing and product development departments where you should hire individuals who are experts of applying the results of the insight into action.