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Voice of the Customer

Active Research Series Part 3 – Injection: The whole is greater than the sum of its parts

by Duff Anderson, on Mar 17, 2014


This is the third blog post in a series that explores the key pillars of Active Research. In my first blog post, I looked at why you should be using a framework, the second article discusses different engagement methods and how this can change the nature of the information you capture. In this post, I will explain why it is important to inject customer feedback data into other business systems.

said that, “The whole is greater than the sum of its parts.” In other words, when individual parts are connected together to form one entity, they are worth more than if the parts were in silos. This is relevant when we connect what customers say with what customers do, as the understanding of their needs and ability to respond to them is improved exponentially. 

Yet, 65% of companies with a mature Voice of the Customer (VoC) program in place said that connecting customer feedback with other internal systems needs significant improvement (Temkin Group - ‘State of Voice of the Customer Programs’). Injection is the third pillar of Active Research and helps to address this challenge. In Active Research, once capturing feedback in the moment of truth is tackled, injection capabilities enhance the value of the information by making it accessible and actionable in other business systems. Injection capabilities can be grouped into two categories;

  1. Data Injections
  2. Process/System Injections

Data Injections – The context blind spot

Today, companies collect an enormous amount of data and analyze it using an array of reporting tools. These reporting tools range from web analytics to session replay to AB testing solutions, with each being populated with clickstream data. However, behavioral data has a blind spot. It is often missing context, and in the absence of this context, we overlay our own opinions / experiences / perspectives to make sense of it all.  With such a broad range of potential interpretations, it is essential to enhance behavioral data with the ‘why behind the what’ using the visitors’ stated intentions.

The injection of customer feedback into observed behavioral data opens up a range of additional profiling and segmentation capabilities within existing reporting tools.  These include segmenting based on ‘intent’, ‘relationship to the company’, ‘task completion’, as well as a wealth of demographic information like ‘gender’, ‘age’, and ‘household income’, to name a few. This exponentially increases the capabilities of these systems to find actionable insights.

Organizations are constantly adding to their arsenal of reporting tools in search of more actionable insights. But with every reporting tool comes added costs for implementation, training, and ongoing maintenance. Many of the associated costs with implementing a new reporting tool are dramatically reduced along with the learning curve that is required by using data injections. This is because Active Research data is reported within the tools that the organization is already using which maximizes employees’ efforts towards analysis and insights, instead of having to learn how to effectively use another reporting tool.

Real world examples of data injection

1) Entry point of visitors combined with their stated intention – Purpose of visit (iperceptions data) by Landing Page (Google Analytics data)

Example of entry point of visitors combined with their stated intention – Purpose of visit (iPerceptions data) by Landing Page (Google Analytics data)

2) Visitor sessions with their stated outcome – Filter by Success ‘Visitor stated Task completion’ (iperceptions data) replay the session via Tealeaf (Tealeaf data).

Example of visitor sessions with their stated outcome – Filter by Success ‘Visitor stated Task completion’ (iPerceptions data) replay the session via Tealeaf (Tealeaf data).

Process/System Injection – Real-time action

Process/System injection involves triggering actions within existing processes and systems based on information captured using Active Research, with the goal of enhancing their performance.  Injections of this nature are particularly well suited for such things as tactical intelligence. For example, imagine a visitor who fills out a comment card wanting more detailed information on a feature.  Based on this feedback, they can be offered immediate assistance by triggering a ‘live assistance’ session. The ‘live assistance’ session is triggered based on business rules whose criteria are derived from the comment card responses. This approach reduces the cost of offering ‘live assistance’ to all users by instead targeting qualified visitors, while it also improves the quality and efficiency of the conversion since the chat operator can already start with an understanding of the issue that needs to be addressed. 

Another example of system/process injections is with Customer Relationship Management (CRM) solutions, which can be used to identify immediate opportunities and improve response times to increase conversion. Similarly, results from Active Research can be injected into customer support and ticket systems to track and resolve customer issues, as well as reduce churn. By injecting results from Active Research into existing systems, automated responses can be immediately emailed to a certain distribution list, while follow-up actions can be tracked and resolved using the systems already in place within the organization, in turn improving the return on investment in these existing systems.

Next generation of injections

Ultimately, leading edge Active Research solutions make use of both data and process/systems injections. For example, iperceptions’ Active Recognition Technology scales a sample of VoC data through machine learning to an extended portion of website traffic to recognize anonymous visitor intent in real-time. Companies now can accurately capture the customer’s experience in real-time, immediately analyze a combination of behavior and profile information, and then offer actions that personalize the experience as it happens. These injections are used to enhance the performance of Live Assistance systems, Marketing Automation systems and Customer Experience Management platforms.

Become a more customer-centric organization

Injection, the final pillar of Active Research, helps organizations be more customer-centric by integrating customer intentions and experiences into existing reporting and business systems. Active Research provides organizations with a higher return on investment by putting existing customer experience programs and systems on steroids! 

Duff Anderson
Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience.

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