Sid Banerjee, CEO and co-founder of Clarabridge, discussed customer service innovation and the importance of finding new ways to connect with customers during his presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. In his presentation, Banerjee noted customer experience and customer feedback innovations ultimately can create customer empathy.
According to Banerjee, businesses are constantly searching for ways to create innovative solutions that their customers want, and delivering a top-notch customer experience can help a business stand out from its rivals. A business that leverages data can make better customer service decisions, but Banerjee pointed out that this information only is valuable to a company that understands how to use it. In addition, Banerjee noted it is important for a business to use analytics to differentiate between structured and unstructured data so it can get the results it wants: "If you don’t apply analytics on top of [data], you just have a lot of quantitative data. And it’s still data; it’s not information."
Listening to customers, Banerjee said, enables a business to collect customer feedback and data and use this information to provide a better customer experience. A siloed approach to customer service simply doesn't work, Banerjee added. Meanwhile, Banerjee noted a business that encourages its customers to provide feedback can take an empathetic approach to customer service: "Give your customers a voice, listen to them, show them that you're listening to them by making changes that respond to the issues that your detractors have, respond to the positive criticisms that your promoters have [and] do it across all sources in the aggregate."