From Verbatim to Board Room: How to Make Your Customer Analytics Fly Across the Enterprise

By: Elizabeth Clor

August 11, 2015

customer experience
customer experience management
Sentiment Analysis

You’re a customer insights guru. You have access to heaps of data—from purchase history to demographic information to customer feedback—and you’re a whiz at piecing it all together. You can even turn unstructured data (free-form text) into charts and graphs for an indisputable view of how your customers perceive your business.

You eat, sleep, and breathe analytics and nothing excites you more than uncovering a new insight within your customer data. In fact, when you uncover it, you want to scream it at the top of your lungs so that everyone else is just as enlightened as you are about your customers’ needs, behaviors, and feelings.

And yet, it’s a huge buzz kill when your colleagues in other areas of the business don’t share your enthusiasm for these insights. Or worse, you can’t even distribute the information in a way that’s relevant to the people who can address the issues and make the improvements that customers want.

At Clarabridge, we’ve seen this scenario unfold at quite a few organizations. The customer insights expert is energized and motivated to influence change throughout the enterprise, but doesn’t feel empowered to do so. We recently released CX Studio to alleviate this pain point and more importantly, to help our customers achieve what we call “Enterprise CEM.”

Enterprise CEM (customer experience management) combines the rich customer intelligence that the analytics professional generates with a process for distributing it throughout the enterprise in a meaningful way. This means that front-line operations teams only see the feedback data that’s relevant to their particular location or region. It means that the billing department only sees data that relates to billing. The web team sees data relating to the online experience. And so on.

With Enterprise CEM, the value of your customer insights increases exponentially. Instead of being trapped within the marketing department or customer care organization, these insights quickly land in the hands of the people who can act on them.

Stephanie Jacobs, Marketing analyst at BE Aerospace is using CX studio to make customer insights fly across the enterprise. “CX Studio is visually intuitive and makes the data easy to understand,” said Jacobs. “It allows us to streamline our CEM process by sharing insights with executives, analysts, product designers, marketers, and other stakeholders. Making the data relevant to the teams who manage pieces of the customer experience is extremely powerful.”

What does this mean for you, the analytics expert? It means that you are now empowered to impact change. You can elevate your role within your organization by breaking down silos, and delivering timely information to the teams who need it.  With CX studio, you’re in control of how the insights are presented. Not only can you generate charts and graphs, you can also create commentary to explain the data, add images, insert video, and even include sample verbatims to make the story relatable.

In addition to sharing this data with other teams, you can make an even larger impact by getting your executives to champion Enterprise CEM. While your executives are likely already committed to being customer-centric, you can make their job easier by creating a high-level view about what customers think, want and feel about the brand. You can combine your Voice of the Customer (VoC) insights with purchase history and other behavioral data to predict trends and identify risks.  By connecting the dots for your executive team, drivers of loyalty, churn and profitability will emerge, and you’ll be their new hero.

The journey from verbatim to Enterprise CEM won’t happen overnight, but you can put the wheels in motion immediately by thinking differently about the insights you’re delivering and how they can impact a broader range of stakeholders.

Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.