One of the bigger challenges facing business managers today is the number of customer touch points they have to manage and monitor. Besides worry about what might be happening in, for example, a store or on the phone, there are now thousands of conversations taking place on social networks that can affect the business.
To address this issue, Verint Systems is adding speech and text analytics based on its own technology and technology from Clarabridge to its suite of tools for managing customer interactions across multiple channels.
According to Daniel Ziv, vice president of customer interaction analytics for Verint Systems, businesses scramble to get in front of a customer issue before it becomes a major problem. By including analytics in its offerings, IT organizations that use the Verint software can mine data collected from social networks, call centers and sales reports to identify potential issues.
That information, said Ziv, can then be used to inform customer-support personnel about potential problems and appropriate responses to help mitigate those issues.
Beyond the lack of a coordinated approach to managing customer issues across all those channels, Ziv says companies have no effective way to mine all that information to help inform product development.
There's no doubt that the way companies manage customers needs to change. Just because customers choose one medium to reach out to a company doesn't mean that their comments and concerns are confined to that medium. A customer on the phone with an issue likely will comment about that issue on a social network within a few hours. And before you know it, an isolated incident is a full-blown controversy.
Unfortunately, most businesses are not equipped with the proper level of intelligence about their customers to get in front of those issues before the next crisis erupts.