According to Gartner, only 14% of organisations have managed to achieve a 360-degree view of the customer. With customer experience being one of the top priorities for organisations worldwide, the ability to know what customers think about your brand has gone way beyond asking questions.
In order to meet evolving expectations, brands need to acquire customer feedback regularly and thoroughly. This could be in relation to how effective marketing campaigns are, proactively understanding potential brand issues and crises, and more.
In the era of AI, we are seeing more solutions aimed at achieving just that – uncovering insights about customers without having to ask them directly or intrusively. It is predicted that by 2025, 60% of organisations will be able to know more about what their customers think by analysing voice and text interactions than by conducting surveys.
Indeed, AI-powered solutions that deal with customer conversations – also known as conversation intelligence – are much more efficient in compiling conversation data and drawing insights from it than surveys alone.
When this type of solution is combined with other structured data, like surveys and CRM data, brands can unlock vast amounts of customer intelligence that can help them make better marketing decisions, curate their marketing campaigns, and ultimately deliver higher business results.
Get into your customers’ heads
For a long time, the primary ways to find out what customers think about your brand were employing surveys or manually reviewing customer interactions. Unsurprisingly, both are very limited, ineffective and draining for contact centre agents, who are often the only brand voice that customers know.
Brand value, loyalty and fidelity are among an organisation’s most valuable assets, as it embodies both the image that the company is portraying and the consumers’ opinions about it. Understanding consumer sentiment may help organisations see themselves from their customers’ eyes and immediately improve the areas that have negatively impacted the brand. But how can companies analyse so much structured and unstructured data in almost real-time to be able to make changes instantly?
Conversation intelligence solutions enable marketing leaders and their teams to gain unsolicited customer feedback and truly understand what customers like and dislike about a brand, its products, its services and more. They can also figure out how well frontline teams represent the brand.
Commenting on the power of conversation intelligence, Eric Williamson, CallMiner’s CMO, said: “One of the most powerful, untapped tools for marketers is unsolicited feedback. There’s no shortage of that type of feedback these days. Conversation intelligence platforms can help teams derive contextual meaning on top of what is actually being said. These insights can inform your strategy and provide a deeper picture of your customers’ perception of your brand.”
The sophisticated technology behind conversation intelligence captures 100% of unstructured data from customer interactions – including calls, emails, and chats – and matches it with structured metadata. This data contains all the interaction details, such as the length of the call, the time of the day it occurred, caller info, speed of speech, and others.