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Converting
into

Big Opportunity
Companies can take what customers share about their experiences in social media, contact centers, and other channels, and turn it into actionable insight. Read on to see how Calabrio hones in on customer conversations and iPerceptions listens to customer feedback.

Big Data

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Converting Big Data

into Big
c
Companies can take what customers share about their experience in social media, contact centers, and other channels, and turn it into actionable insight.

Opportunity

ustomers speak volumes about their likes and dislikes, as well as their needs and intentions. They do this through multichannel interactions with companies, social conversations, contact center communications, and transactions. Companies that listen closely to what their customers have to say, take action on these insights, and then communicate to customers the actions theyve taken using a closed-loop process can generate strong business benefits from these efforts. Companies that consistently demonstrate that they listen to their customers and are acting in their best interests position themselves to develop tighter, more trusting relationships with customers, says Don Peppers, founding partner of Peppers & Rogers Group. Customers have memories, Peppers adds. When companies prove that they truly listen to what their customers are telling them and act on these insights, customers will then be more willing to place their trust in that company and reward them with repeat business and recommendations. There are multiple ways that companies can apply customer analytics. One popular way is by monitoring customer sentiment in social media, especially comments about a companys products and brands. These insights can help business leaders determine if theres dissatisfaction among a certain set of customers with a particular product, for example. In turn, a company can address these issues proactively, which helps deflect calls to the contact center, and demonstrates that theyre responsive to their customers needs. Still, there are other ways that companies can use customer analytics with unstructured data. Customers share a great deal about their preferences, needs, and intentions during contact center interactions. Because many companies record contact center calls for quality assurance and compliance purposes, companies can apply voice and sentiment analysis to these discussions to glean valuable insightsnot only about sources of customer angst, but also in terms of the types of products and support customers are looking for. Using this information, decisionmakers can craft sales, marketing, and support strategies that are tailored towards meeting the

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How Customer Analytics are Applied Cross-Industry

part for changes in the business performance of physical outlets, mobile, etc., Peppers says.

50 40 30 20 10 0

48%

Listening with many ears

One company that makes extensive use of text analytics is Best Buy. The company estimates that it has 1.5 billion conversations with customers each year in its stores, on the phone, and on the Web, according to Best Buys Employees Are Its Voice of the Customer, by Gleanster research director Jeff Zabin. To help capture customer feedback through its employees, the electronics retailer launched a program in late 2010 in which customer input is gathered through both solicited responses and unsolicited feedback, including customer comments made through the course of the day that employees feel may be of interest to store managers or corporate executives. Best Buy uses natural language processing tools to break down each customer quote and analyze it for positive or negative sentiment. From there, the company applies analytics to do correlation, regression, and other types of analyses to help identify additional insights. The company also performs cross-channel analysis to help determine whether online customer feedback is similar to what customers are sharing in stores, for example. The program, Zabin says, has helped Best Buy transform itself into a true listening organization.

29%

28%

28% 22%

Customer Retention

Corporate Strategy Planning

Prospective Customer High-Value Customer Acquisition Customer Interactions Identification

Source: Hypatia Research, LLC

needs and preferences of specific customer segments. There are other rich sources of customer insights from contact center interactions. Companies can also gather a deeper understanding about customers by applying text analytics to email, text, and chat correspondence that occur between customers and contact center agents. To gain a fuller understanding of individual customers and customer segments, companies can integrate unstructured and structured customer data, such as voice of the customer information gleaned from surveys and other feedback mechanisms, and transactional and operational data. Doing so can help business leaders gain deeper insight into areas such as lifecycle status, changes in income, and product and channel preferences. Unfortunately, most organizations lack the holistic view of customers thats needed to fully understand and respond to customers needs. Business leaders are obstructed by silos of customer data and poorly-aligned business strategies that prevent them from developing a 360-degree view of each customer and maximizing the business potential of each relationship. One way to break through these barriers is by having senior leadershippreferably the CEOchampion the importance of sharing customer data across business units and functional areas. For these efforts to gain traction, its also critical for companies to re-examine their existing compensation structures to motivate channel managers and other key stakeholders to reap the benefits of sharing customer data across the organization. For instance, the executives responsible for the business performance of a retailers Web activities should be compensated in

Predicting customers responses

In addition to using customer analytics to develop a keener understanding of customers, companies can use predictive analytics to help estimate the effectiveness of a particular campaign. For instance, an automaker could use predictive analytics to help determine likely conversion rates among a set of prospects it targets for a $500 rebate on a selection of new vehicles. Meanwhile, a supermarket chain could apply predictive analytics against customer purchasing data to determine additional sales that could be generated if it were to lower the price of a brand of peanut butter by 10 percent, including the potential uplift this might have on sales of jellies, jams, and bread. Many companies are just beginning to capitalize on their use of customer analytics. As companies become more experienced in using customer data and analytics tools, new opportunities for tightening customer relationships and extending loyalty will emerge. In the pages that follow, learn how analytics can help decisionmakers gain such insight as to why a customer left a Web page or failed to complete an online transaction. In addition, discover how the use of speech analytics can help business leaders identify and act on customer issues before they adversely impact the business. n

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Get Analytics Right

How to Hit the Mark for Greater Insight into Customer Conversations

Enterprises are embracing speech analytics

at an increasing rate. The benefits are clear proactively discover and correct prob lems before they impact the business and improve customer satisfaction in a timely manner. Though the qualifiers are apparent, the path to success may seem overwhelming and one question remainshow do I get started? Understand Your Business Requirements If you are just getting started, its important to begin with practical use cases that will yield insight that has value to your business. Following are some recommended options: Compliance: Ensure a level of monitoring that is not possible with random sampling for customer satisfaction and efficiency, legal exposure, regulatory compliance, etc. Benefits:  Save time by revealing non-compliance without listening to every call  Enforce a consistent customer experience and best practices Mitigate risk Quality Assurance: Get more mileage out of your quality assurance efforts. Use analytics for insight into issues with your products, services, processes, or the quality of your service. Benefits: I mprove efficiency, AHT, FCR M  ake operational improvements  Correct problems before they impact the business P  rotect customer loyalty and revenue Sales/Marketing: Hear the voice of the customer. Identify threats that might result from consistent product issues, service frustrations, or a targeted campaign by your competitor. Benefits:  Reveal threats  Identify root cause C  orrect problems  Enforce loyalty efforts in customer service

Case Study: Compliance

Prior to implementing Calabrio Speech Analytics, this organizations compliance analysts were collectively listening to 240 random calls per week, and less than 40 calls per day. This equated to a meager 1% of total call volume being evaluated and only one relevant noncompliant call being identified each month.

Source: Calabrio

Knowledge is Power. The Right Technology Brings it within Reach If you are like most organizations, you are interested in the real benefits of speech and content analytics without heroic learning curves or unjustified investments. A phonetics-based approach allows you to locate words or phrases within spoken audio, which is faster and less complex to deploy than alternative speech-to-text-based solutions. If speed and simplicity are important for your business, here are some components that should be on your short list of requirements:  Security: Recorded speech files that are never stored in an unencrypted format is essential for many compliance applications.  Ability to Act Fast: Tight integration of analytics results with quality and coaching tools allow you to take action easily.  Index fast. Index once: So sluggish and repetitive indexing slows down your business.  Unified performance views: One source for analytics, quality, and service-level performance metrics.

Simple, dynamic analytics dashboards will allow you to zero in on trends by showing the instances and indicators of business opportunities and issues. Bottom line you spend less time searching or guessing, and more time taking action. n

About Calabrio
Calabrio provides a comprehensive suite of workforce optimization software thats easy to implement, use, and maintain. Calabrio ONE combines recording, quality assurance, workforce management, analytics, and performance dashboards in a one-of-a-kind suite, built on modern Web 2.0 technologies. Contact centers have the flexibility to integrate applications easily, and personalize and optimize tools for each user. Were changing the contact center experience one desktop at a time. For more information, go to www.calabrio.com

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Does Your Google Analytics Data Talk? It Could.

And oh the things it could tell you. Such as
why your visitors left just seconds after arriving at your site. Or why they never completed a purchase, even after spending the last hour filling their shopping cart. Or why your costly ad campaign converted less than 1% of visitors, even though it drove record traffic. This is invaluable information, coming from the combination of Google Analytics data and Voice of Customer (VoC) analytics. The former is well-known, with research showing that nearly 70% of the top 500 retail websites use Google Analytics data. VoC analytics, however, is only just starting to permeate the Web analytics field. In a nutshell, it is a survey solution designed to capture and analyze representative samples of actual website visitor feedback. Understanding the Why By combining Google Analytics data with matching VoC analytics, you can get to the bottom of just about any issue. Google Analytics data tells you what is happening on your site, and VoC provides the all-too-often illusive why? As an example, consider the following thought and implementation process of making Google Analytics data talk. British Columbia Institute of Technology (BCIT) is a Canadian post-secondary institution that sought to make their website both functional and satisfying. They were running Google Analytics, but it just wasnt telling them what key audiences thought about the site. They could infer what visitors were doing onsite, but they wanted to learn more about why visitors behaved the way they did. Their overall objective was to gain a better understanding of which content and processes were the most essential to various audiences. Drilling Down To meet this objective, they chose to implement 4Q Suite, a freemium VoC solution built by iPerceptions. 4Q Suite uses the Google Analytics API to link 4Q Suite survey responses with corresponding Google Analytics session data. This combined solution provides a more complete picture of the overall website experience and would help BCIT answer questions related to visitor intent and satisfaction. The combination of Google Analytics and 4Q Suite data can be accomplished in two ways. 4Q Suite can either push its variables, including survey completion, overall satisfaction, purpose of visit, and task completion, into the Google Analytics dashboard; and task completion. When redesigning the site with a strategic focus on prospective students, the company realized a 15% increase in satisfaction among these visitors. Google Analytics data also revealed a 279% increase in a key conversion event during the same period. From a strategic standpoint, 4Q Suite gave them a clearer understanding of key audiences and has helped the principal analyst report the results to the leadership team using easy-to-comprehend metrics. This, in turn, has helped him secure additional resources and the support to move forward with new projects. Give Your Website a Voice Augmenting your Google Analytics data with VoC analytics is a straightforward and effective way to give your website traffic a voice. There are simply too many questions that remain unanswered when using Google Analytics data in isolation: Did time on site increase because visitors were more engaged or because they could not find what they were looking for? Was the increase in support page visits due to website or product issues? Why did so many ad-driven visitors abandon the site? At the end of the day, visitor feedback is a vital resource that can help you continuously optimize your Web presence. 4Q Suite won the Google Analytics Partner Summit Third Party Application competition in 2011 and is featured prominently in the Google Analytics App Gallery. Additional information can also be found on the 4Q Suite website: www.4qsurvey.com. n

At the end of the day, visitor feedback is a vital resource that can help you continuously optimize your Web presence.

or 4Q Suite can pull key Google Analytics metrics into its proprietary dashboard. In both cases, the combined dataset allows users to better prioritize site enhancements, monitor the efficacy of ad campaigns and marketing events more closely, and quickly identify changes in conversion. By pulling Google Analytics data into 4Q Suite, users also benefit from the segmented analysis of open-ended survey feedback, as well as automated alerts of significant changes based on the combined dataset. Understanding the Audience BCIT used Google Analytics and 4Q Suite to segment website visitors by key audiences (students, prospective students, and faculty & staff), and saw the differences in satisfaction

About iPerceptions
iPerceptions is the leader in online Voice of Customer (VoC) analytics, using sophisticated intercept survey techniques to gather feedback from representative samples of actual website visitors. Its 4Q Suite and webValidator Continuous Listening solutions turn millions of data points into easy-to-understand strategic and tactical decision support for clients around the world. For more information, please visit www.iperceptions.com.

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Calabrio Corporate Office 605 Highway 169 North Suite 800 Minneapolis, MN 55441 www.calabrio.com 763.592.4600

4999 Ste-Catherine Street West Suite 500 Montreal, Qubec H3Z 1T3 www.iperceptions.com 514.488.3600

For information on upcoming installments of the 1to1 In Action White Paper Series, contact: Michael Dandrea 203-989-2204 michael.dandrea@1to1.com Dara Brooks 203-989-2197 dara.brooks@1to1.com