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Customer Service Software Allows Key Insight into Customer Sentiment

By Susan J. Campbell, TMCnet Contributing Editor

It used to be that companies conducted focus groups to gauge customer sentiments regarding a product or service. Today the Internet and social media networks have changed the way we communicate and relate to one another. Customers will tell you what you need to know – that is, if you are in-tune and are really listening to what they are saying.

Consumers take to blogs, Twitter feeds, Facebook (News - Alert) accounts, product reviews, and other forms of electronic communications to voice their opinions and experiences for the whole world to see. But how do companies make sense of all the information put out there about them? Having the right customer service software is a key element of any successful monitoring strategy.

Customer service software like KANA’s Voice of the Customer program, allows companies to really interpret what customers are saying so that they can build stronger, more meaningful relationships and foster long-term loyalty. What initially may appear as just chatter can be broken down to reveal important nuggets of truth when analyzed with the right tools.

KANA’s customer service software package is much more than a listening device, however. It is sophisticated enough to identify underlying trends, capture emotion, and decipher the true meaning behind what is being said. Instead of spending hours sifting through communications based on keyword match, companies are now able to dissect what customers are thinking straight from their own thoughts.  This text analytics technology allows organizations to spot potential problems and address them in their infancy before they get out of hand.

Customers want to know that they are being heard and that their input is valued. KANA’s software is distinct in that it has a built-in customer service component. It allows representatives to improve their interactions with customers and foster a deeper engagement. Numerous big name corporations have realized just how beneficial this type of customer service software is and how it can positively impact their brand.

Because of its ability to proactively relate and interpret feedback in real-time, KANA’s Voice of the Customer is the only customer service software solution necessary to meet the customer care needs of the organization. Agents can solicit two-way dialogue at an individual level in the medium that customers feel most comfortable expressing themselves. And the capacity for live response allows issues to be routed and queued for quick resolution.

In addition to forwarding product or service concerns to agents, it can also funnel information gleaned directly to relevant departments. Reporting features are sensitive enough to differentiate between positive, negative and neutral commentary. Key decision makers can then take this feedback and use it to construct better products, improve the customer experience, and make better decisions moving forward.

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Edited by Stefanie Mosca