We believe the most important part of communication is listening
Bringing Market Research to Life
If a customer rings up your call centre and says she thinks your products are not well enough made then there's three things you can, and should, be doing:
Responding effectievely to the customer on the phone
Aggregating concerns into a trends report for the leadership team
Updating that customer's profile
CME can help you both building a real-time dashboard covering customer sentiment and interest trends. Compared to a
traditional brand-tracker, CME's offering is cheaper, covers a much broader audience and is constantly up to date.
As well as aggregating customer responses, CME uses them individually to update its understanding of every single customer.
CME achieves this sophistication by running all data is run through a sentiment analysis engine that extracts customer sentiment and topics. This engine operates on email text, survey responses and also automated transcriptions of telephone calls.
Direct customer feedback
Full text analysis is hard and error prone, and speech analytics is even worse. One area where our clients have had a lot of success is simply asking their customers: "Is this interesting for you?" You can infer this subtuly through 'read more' links, or you can add feedback links after each piece of content.
The data you get back from doing this is invaluable. Firstly it tells you what content is interesting far more accurately than measuring bounce rates or similar. Secondly it tells you about the preferences of each and every customer rather than just what the majority of your customers want. Lastly including your customers in your content planning will help them feel that they're part of the team.