Now available to stream on-demand.
Almost every brand has a ton of unstructured conversational data sitting around, collecting dust. Every channel you use — voice, chat, SMS, email, social media, and others — is a way to interact with your customers, and all those recorded conversations get stored in massive servers. Most companies don’t quite know what to do with that data.
In this exclusive Q&A session, Khoros' CEO Chris Tranquill and digital CX expert Nancy Rademaker discuss how to optimize unstructured data to improve business outcomes and improve your customer’s journey.
Watch now to explore:
Stream on-demand today and learn how to leverage your unstructured data to save costs and improve business outcomes.
Get a sneak peek into the conversation! Read what Chris had to say about going beyond surveys, the importance of unstructured data, and prioritizing CX insights.
Why should businesses survey less and what can they unlock with unstructured data?
Most survey responses are pretty short, don’t have a lot of context, have no clarity, and are full of emotion. A three minute phone call or chat session on the other hand is loaded with rich customer feedback data; a lot more words, contextual clarity, and specifics on a product or a service they're having issues with. Nobody calls or chats with a contact center because somebody asked them to – it’s unsolicited honesty about friction points in the customer journey which is where you see the value of unstructured data. It’s actionable, granular customer feedback that reveals the root cause of customer issues – feedback that simply can’t be captured with surveys.
What are some of the tools and strategies businesses can use to make sense of structured and unstructured data holistically?
If you think about a typical company, they often have various call recording platforms, chat solutions, email tools, survey providers… the list goes on. All these separate point solutions are all different sources of truth. And oftentimes those point solutions are owned and operated by different parts of the company. When everyone is using their own source of truth to make decisions, those silos become dangerous. The problem then is how to actually bring ALL these complex datasets together in a way that makes sense. You can get data from different areas, but it's all formatted differently. Right? With Khoros CX Insights, you can normalize and classify that data at scale. Then you have a dataset you can work with and really start drilling down into the underlying root cause of friction.
How do you prioritize and get other business functions to take action on insights?
Most times, prioritization should be about the quantification of customer problems. A lot of times, different departments own what the root cause of that problem is. There’s nothing more powerful than being able to show a department specific examples of customer friction and the impact of that friction in terms of revenue. That's how you really get to prioritization – you get your company to start taking action when they really put the quantifiable data together.