At SentiSum we are very familiar with all the manual men (and women) of the CX world. They are the ones we aim to help as they have the ambition and drive to provide a good customer experience however the reality of the world is the change they face.
In our last post we described the superheroes of the CX world. In our experience we have encountered three main types and the most common was manual man. Manual Man cares about CX and knows that data is valuable yet they lack the tools to help them overcome the challenges facing a CX leader. Want to find out if you are a manual man? Using our experience with past clients who once identified as manual man we have constructed a typical day of this CX hero. Does his day sound familiar to you? Can you relate to his problems?
9:00 am - 10:30 am
You get into the office and sit down at your desk ready for a day of productivity. You switch on your computer just to see what has been happening. This is what you find:
- 556 responses to the NPS survey that have arrived today
- 344 new comments on Trustpilot
- 294 new comments on your Facebook page
- 45 emails addressing a variety of your other responsibilities
You take a deep breath, it is going to be a long day. After an hour and a half of reading through your emails, and briefing your team you get cracking on the NPS surveys.
10:30 am - 13:30 pm
You haven't quite worked out the best way to process the information in this survey but you know they are an important way of getting customer feedback. You grab an espresso shot and open up a spreadsheet where you have been tracking your findings in NPS surveys.
It is Thursday and so far this week you have annotated 157 out of 543 of last weeks NPS surveys. At this rate you may have to label comments in your sleep if you ever have any hope of catching up. You decide to annotate through lunch.
After 3 hours it is clear the NPS surveys will have to wait as you have a bunch of meetings to attend this afternoon.
13:30 pm - 16:00 pm
You have three meetings back to back with different levels of seniority. People want to know what customers think of their experiences, you know they certainly have an opinion but you just don't have the numbers to prove it. As you sit there listening to different strategies in the back of your head you are thinking about all the data you are going to find at your desk when you get back. You haven't even begun to analyse the Trustpilot reviews.
You have another espresso shot.
You have been asked if focusing on operations as a strategy for improving customer experience is supported by the data. You check your spreadsheet. Looking at the NPS surveys for last month, technically two months ago but you haven't actually processed all of last months data, there were 8768 NPS responses. 3968 of the responses mentioned operations related comments however it would take you a few days to understand if these were positive or negative.
Everyone in the meeting nods and you wish you had more time to analyse the data so you could tell them exactly what they wanted to hear.
16:00 pm - 18:00 pm
You return to your office, absolutely knackered. You look at your emails and notice that calls to the customer care centre had increased by 56% last week. Last week Trust-pilot had also seen an increase in bad reviews. It is likely there is a connection between the two. You have the gut feeling that the root cause is hidden in all this data but you don't have time. You never have time.
The work of manual man is not easy. If this day full of data coming at you at multiple channels at a speed you can't keep up with then it sounds like you are a manual man. However don't worry there are tools, like SentiSum, that can help you become a Captain Insight in no time.