June 9 - Companies are sitting on mountains of customer data, but they are not taking advantage of it to make optimal business decisions. Now available from Allegiance Inc. and Peppers & Rogers Group, a new white paper titled Creating True Customer Intelligence demonstrates how combining qualitative customer feedback with quantitative CRM transactional data is most effective at uncovering insights that guide successful strategies. This approach, referred to as Voice of Customer Intelligence, is best achieved through a cloud-based platform that provides decision makers with easy-to-use reporting and analytics tools.
“Businesses can do statistical and correlation analysis on each type of customer data, but it will never impact business change unless they can tie those insights together and connect the dots to tell a business story,” said Chris Cottle, executive vice president of marketing and products for Allegiance. “If you can tell business executives that for every point they lose on their customer satisfaction scores, their company is losing $50 million in quarterly net revenue, that’s a compelling business story. That’s the power of VOCi.”
Written for chief customer officers, customer experience managers and market research professionals, the white paper also uncovers:
— Four steps for marrying Voice of Customer and CRM insights to attain customer intelligence that will enable decision-makers to craft compelling strategies and build supporting business cases.
— Recommended approaches for addressing the cultural and organizational challenges that prevent executives from integrating the customer feedback and transactional data needed to make the most fact-based decisions.
— Multiple benefits gained by obtaining customer intelligence “in the cloud,” including a centralized approach to gathering and acting on customer insights from numerous channels and functions.
— Best practice examples of enterprise companies that are successfully deploying these models, including lessons learned and quantifiable business outcomes.
“Customer feedback is critical, but customers sometimes don’t do what they say or tell you what they feel,” said Don Peppers, founding partner of Peppers & Rogers Group. “It’s always important to validate customer feedback with real transactional data in order to ensure that customer behaviors can actually be correlated with customer feedback.”
To download a complimentary copy of the white paper Creating True Customer Intelligence visit http://allegiance.com/prgpaper.