6 Tips for Making Customer Insights Actionable
- Support logs are one of the most important sources of customer insights, but they’re often ignored or sidelined by other departments’ teams because customer insight isn’t trusted in general.
- To trust customer insight, you need to make sure it answers these two questions:
- Is the information provided something I can actually make a business decision based on?
- How much will it matter if I do make a decision based on it?
6 characteristics of actionable insights:
- Contextualized. There are a few ways to contextualize customer insight: volume, sentiment, tying it to outcomes data.
- Insightful. Insightful customer feedback says something new and useful.
- Fast. Try looking at improving speed to insight by tagging ‘reasons for contact’ in support tickets and using NLP to sort them faster.
- Granular—the devil is in the details. Customer feedback surveys are often not actionable without a further root cause analysis; answers are often too high level or generic.
- Statistically Significant. It’s easy to get hung up on quantitative measures, and it takes a lot of time to sift through qualitative feedback, and usually, only a small sample is taken. How can large business decisions be made without statistically significant evidence?
- Unbiased. There are two main buckets of customer survey bias to avoid: response bias (how the actual survey questionnaire is constructed) and selection bias (the results are skewed a certain way).
Read the full article to get ideas on how your teams can start getting meaningful insights from support logs.
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- June 29, 2021
5 min read