Jul_PMArticle_A4_2015

PM Essence
Satisfy your Customers before they get Unsatisfied
                                                                                                                      – Ankit Gupta

 

Customer service has always been an essential part of any organization, be it for retaining existing customers or getting new customers. But with the progression of technology and the advent of social media, keeping a customer happy is more important than ever before. The reach and power of single customer has increased exponentially, now a single customer can make or break a product by taking it on social media platforms like Twitter, Facebook, g+ or Boards/Blogs etc. By using mobile, customer can write reviews in real-time. The old adage “Any publicity is good publicity” doesn’t apply in the business world, and organizations are recognizing a more urgent need to keep customers satisfied, even before they get unsatisfied.

 

Creativity

So it has become all the more important to collate the data from all the channels in real-time and do real-time analytics to provide actionable insights. But the challenge is all this data is lying in silos in structured, un-structured or semistructured form. Some data is getting generated on external sources like Social media networks, Blog and Forum and other data flowing into the internal channels in the form of customer emails, feedbacks or call-centre transcripts etc. It has become indispensable for the enterprises to bring together all this data and analyse the key strengths and weaknesses of the enterprise and their competition. Better customer segmentations help the businesses to identify the ‘Promoters’ and ‘Detractors’ for their businesses.

Creativity

Part of keeping customers happy is anticipating their needs, and text analytics can do that and more. For instance, text analytics can enhance call center representatives’ performance by identifying knowledge gaps and areas that may require more training. Real-time view of unhappy customers and key service issues for respective Line of Business (LOB).

Creativity