In my area of customer service, CRM experts have a lock on understanding the customer, and the service representative, after the fact. But in real time, we have a problem. And we have a real problem because it is when it matters the most. Part of the issue is understanding the customer’s intentions in calling. Did they just Tweet? Were they chatting with tech support? Did they just receive a package or a notice of foreclosure or is a product defective? The service agent (and forget about the website) just doesn’t know.
This is why I wrote last time about ‘laying off of the hard stuff.’ IT and the line of business know that these are problems. But they are not forced to tackle these opportunities (or threats) because there are enough other initiatives. Should we analyze the process flows? The relevance of content? The efficacy of the social network?
So what to do? Well, make sure there is a single team that has prioritized long term projects and short term projects, and the KPIs of each. Do your homework and then just jump into the type of analytics approach that works best. Often two or three approaches will all suffice, but you will have five vendors from all sorts of technology companies saying that THEIR approach is THE approach. Often they will all be correct, so it is incumbent on you to make an informed choice. But that is what we are here for – pattern analysis, social network analysis, speech analysis, emotion / sentiment analysis or text analysis: all good, in their place.
First set the goals, then find the means. What are your examples?