My dad has been actively treating patients for over 45 years. He serves at a health system center-of-excellence and has access to the most current and cutting-edge technology for properly diagnosing his patients. Yet, if you ask him how he learns what a patient is suffering from and how to treat them, he says “Just listen to them. They will tell you exactly what is wrong and exactly what they need.”
Now, with that statement, my dad is not suggesting that patients can always self-diagnose with medical accuracy. What he is saying is that patients will effectively point their treatment providers in the right direction when they are asked the right questions. The physician’s job is to listen intentionally and intuitively.
What does this story about my dad have to do with business leaders and customer experience? Times have never been more exciting for companies who strive to know better and do better on behalf of their customers. The service and technology options available in the market are almost dizzying. With Voice of the Customer surveys, Journey Mapping, Speech Analytics, AI, and a variety of quality monitoring solutions, the market is booming with approaches to improving customer experience.
The problem is, companies spend so much energy and resources on selecting the right technology and Customer Experience investments that sometimes they overlook the most important part: How to use the technology and service options to listen for, and hear, the real truths about their business. These truths are being revealed by their customers in micro-moments every minute of every day. They are embedded within recorded customer interactions, through recorded phone calls, or written communications such as chats and emails.
There are many technological options on the market that purport to give you immediate mining power into those recorded interactions. But, technology solutions are only as good as the:
1) Expertise and knowledge that tells the machines what to look or listen for
2) Interpretation skills of the leaders who are consuming the data
3) Resource capacity for the organization to consume the insights
Organizations who invest energy and resources in intentionally and systematically listening for the authentic perspective of their customers are going to be better prepared to effectively and efficiently utilize the technology that is available to them.