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What about customers that didn’t complain?

Predictive analytics and big data are some of the hottest buzzwords. So how can this be used to improve customer intelligence in service organizations?

Here is one simple example:

Large contact centers regularly respond customer complaints. To improve the way they serve customers they are often relentless in the way they analyze data to measure time-to-respond, assess customer expectations, and improve the way they meet customer demands. Done correctly, their analysis results in precise profiles of the customers that have contacted the customer service department with issues.

But what about those that never complained?

Think about it. If you have a profile of the customers that complained, you should be able to identify many other customers that fit that profile. The only difference is they never contacted you. And yet, they probably have the same issues. This provides an excellent opportunity to proactively reach out to customers to address their issues before they ever contact you. What's the worst that can happen? Maybe they will tell you that they're just fine. Regardless, they will likely be impressed that you contacted them

No longer can we rely on asking our customers how they're doing. Instead customer strategists need to use all the customer intelligence they have to drive results in their company.


Patrick Gibbons

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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