It’s no secret that today’s customer support operations are overwhelmed by data—social media content, survey data, rising interaction volumes, recordings, chats and more. As a result, customer support leaders are facing an inflection point: either harness the tremendous wealth of data at their disposal to deliver transformational service and emerge as new leaders, or ignore the opportunity and retain the status quo at their own peril.
So which road are they taking? A recent TSIA survey of B2B support executives quantifies this. Those surveyed reported receiving 88,500 support incidents per month, each filled with critical information about products and services. The majority also said that they have adopted some form of social media, adding more critical content to the mix. Yet only a quarter of these companies said they have any capacity to mine and search across all of this data.
The challenge here is obvious – companies have no shortage of data, but they lack an ability to make sense of their unstructured data and combine it with structured data to create actionable insight. The solution, which many organizations have yet to implement, lies in advanced indexing and insight technologies. These technologies allow support leaders to leverage the collective knowledge within the information ecosystem to provide actionable customer insights.
Today, organizations must take advantage of these advanced technologies to enable better customer engagement and emerge as leaders or else they will be left in the dust.
For more information on the TSIA survey findings and our thoughts on how organizations can better leverage customer data for actionable insight, feel free to check out our new whitepaper, “Transforming Data into Actionable Customer Insights.”
