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VOC Marketing Analytics

Abdul September 10, 2020

A global payment processing company

Problem Statement

  • With almost all transactions becoming electronic in nature, the company wanted assistance in identifying and tracking the underlying trends in the customer base.
  • Collating customer feedback from VOC Survey and creating periodic comprehensive and relevant dashboards for the VOC leadership as well as account teams on a monthly basis.

Analytics Led Approach

  • Data relating to firsthand customer interactions was pulled out of customer satisfaction surveys .
  • Use SPSS, Text Miner and Excel to run aggregate results over past 36 months to identify and view trends of customer loyalty vis-a-vis call center performance in areas of call satisfaction, agent satisfaction and first call resolution.

Business Impact

  • Analyzing the customer experience for customer specific responses in the future resulted in increases sales and customer satisfaction.
  • A more sophisticated evaluation of the customer feedback surveys and better analysis of customer data

Critical Success Factors

  • Timely analysis and detection of flaws in customer experience can lead to upto 3% increased revenues for the company through better FCR, agent satisfaction and call satisfaction

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