Insight before service — the value of text analytics
A little knowledge goes a long way — especially when it comes to customers. In fact, knowing customer sentiment before dealing with a service request can help drive an easy and enjoyable customer experience.
If you have a Customer Service function, you’ll likely have a web form(s) available for people to submit to your service centre to request some form of contact. We use the Salesforce term “Web2Case” to describe this, but whatever your organization calls it, it’s clearly a valuable channel for customers to raise issues when trying to use your products or services. At Clicktools, many of our customers use a Clicktools form integrated with the relevant CRM objects to raise cases and tickets. It’s easy to build and brand, can be deployed anywhere, and can easily be mapped directly to CRM.
Any free text data that gets typed into the ticket can be an important key to understanding the sentiment of your customers, prospects, and partners. You just need to know how to extract it and use it. Knowing sentiment before your Service processes opens up a wealth of opportunity to improve customer experience.
The number one reason more than $1 trillion in revenue churns between B2C suppliers in the US alone (just imagine how big that number is if you include B2B) is poor customer service. How big an advantage would you have if you were able to anticipate not only what needs to be done to solve the problem, but also, with the context of sentiment, the approach you need to take to ensure you deliver an easy, enjoyable experience.
The traditional way to triage and prioritise tickets is by product, request type, and alignment of SLA to customer type/value. There is another way – what if you could also prioritise based on sentiment analysis of the ticket content by knowing how the customer feels before anyone has even read the ticket? You could provide specialist training to your CSRs and add those skills to your routing rules to ensure the response is attuned to how your customer feels. Or, you could even take tickets that suggest a low sentiment out of an automated response queue into a high priority tier 3 queue.
Clicktools Text Insight integrated to CRM can provide you that sentiment analysis via your Web2Case channel. With this feature activated, when your customer clicks Submit, you instantly augment the form data with a range of signals based on the free-text in the ticket. These signals can be mapped directly to CRM (conditionally if required) and used to drive processes and inform CSRs.
Also, by the way, Text Insight can even translate different languages into English. This is powerful for creating an aggregate picture of sentiment across multi-site service centres. For more information on how this could work for your Service Centre, please speak directly to your Customer Success Manager or contact firstname.lastname@example.org, You may also want to read this PDF solution brief on Text Insight prior to engaging, so that you have even greater context.