Most companies have reams of data on customer contacts, but most of these are worthless. It's best to go to where the action is - sit next to the agents for a couple of hours and get the real picture.
Companies often have reams of data on customer contacts, but most is worthless because:
- Agents often pick the first-listed contact code
- Most contacts are multi-issue
Find out how to really listen to your customers.
What You'll Learn
- How to supplement and extend contact code analyses with "qualitative" verbatims from side by side observations, c-sat surveys and agent notes
- How to apply text mining to create a "new taxonomy" around these customer and agent comments
- Why to factor WOCAS into core company processes
Whitepaper at a Glance
Whenever I start a new project I want to get as close to the customer as possible, trying to discover “what our customers are saying” (or WOCAS). Even though our clients can share reams of data on customer contacts, usually via hundreds of reason or contact codes, most of those data are worthless (agents often pick the first-listed code or most contacts are multi-issue).
Instead, I find that’s it’s best to go to the where the action is — sit next to agents for a couple of hours at a time - and then start to form the picture of WOCAS, and then apply text mining to glean deeper insights. I probably got this idea from working closely with Tom Peters and Bob Waterman in the late 70s and early 80s at McKinsey researching what became In Search of Excellence. Tom loved to talk about how Hewlett and Packard used to ‘manage by wandering about” (MBWA) at HP; Tom later urged managers to reserve 2 hours per week to MBWA, even publishing calendars with two hour blocks grayed out to signal not holding meetings but rather, wander around and check out operations in person.
