Why Marketing and Business Analysts Won’t Listen to Customer Calls

True story: WPS Health Insurance (a NICE customer) had just launched a new product to a segment of their customers and were about to launch it to the broader community. The launch team wanted all departments involved with the product to listen to customer calls to understand how it was being received in the marketplace so far. The Marketing and Sales departments resisted. But they listened in, nonetheless, and discovered something extremely valuable. The majority of calls to the contact center were about the new product alright, but not looking to buy. They were customers saying, “I don’t understand page 8 of the product’s brochure”! It was crucial information for the full-on launch to come.

As the WPS team learned, there is a goldmine of business insights in customer interactions—things like product feedback, competitive insights, etc. Now, I’m a fan of happy endings and would love to say the story went like this: “…And from then on, Marketing and Sales employees frequently listened to calls and lived happily ever after.” But we all know that, in reality, as much it makes business sense to listen to calls, it ain’t gonna happen. Here’s why:

1. Folks who don’t work on the frontline don’t have the means or capacity to listen to calls on a regular basis.

2. They can’t sweet talk busy Contact Center analysts to provide handpicked reports and call samples to listen to. (Analysts have their own work to do.)

3. Even if the occasional latte did inspire analysts to deliver reports and samples, Sales and Marketing aren’t likely to know how to make sense of the data.

The good news is that Contact Centers have long been “monitoring calls for quality assurance purposes.” Many also have in place sophisticated speech and interaction analytics technology that automatically analyzes and catalogs calls accordingly. In fact, if your organization’s contact center has speech or interaction analytics capabilities, you’re three quarters of the way toward having ready access to interactions and the insights within them.

So, here is my alternate ending to the WPS Healthcare story—and what I suggest you start talking to your IT department about: Weeks after the new product launched to all customers, Joe in Marketing opens his web browser, where his homepage serves as a virtual window into the Contact Center. He is greeted with his top “daily snippet,” which reads, "Did you know: There has been a 78% DECREASE in complaints around page 8 of the new brochure?” Smiling, he skims the list of the “hot topics” on his homepage to see what killer new insights he can present at his next status meeting. For kicks, he brings up the actual recording of a call, exactly at the part where the customer raves about how much better WPS’s product is that their competitors’. It’s a good day—and that’s just the beginning!

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