New system hears, analyses & acts on customer's voice

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By: Wise Marketer Staff |

Posted on September 8, 2004

CustomerSat Inc., which provides real-time feedback solutions for building customer satisfaction and loyalty, has unveiled its new 'CustomerSat Enterprise 7' survey and analytics system, which effectively allows businesses to hear, analyse, and act on the voice of the customer through multiple channels, including IVR and web sites, in addition to traditional phone interviews and paper questionnaires.

CustomerSat's support for this array of customer communication channels now also extends to mobile devices such as PDAs and mobile phones. "Multi-channel applications represent a tremendous opportunity as our society becomes increasingly mobile," explained Geoff Walker, mobile industry analyst and technology editor for Pen Computing Magazine. "With Enterprise 7, CustomerSat is bringing the market research industry toward the improved response rates, satisfaction, and loyalty that multi-channel customer feedback can enable."

The system addresses the multi-channel feedback needs of large enterprises. New support for wireless Palm, BlackBerry and Windows-based mobile devices enables companies to survey customers on the road and employees in the field. A customer can complete a survey immediately after a service experience, for example, while riding in a taxi or waiting in line at the airport after checking out of a hotel.

Speech-enabled IVR allows companies to automate many conventional phone interviews and, of course, reduce the labour costs of such endeavours. It also allows customers to respond to surveys at any time rather than having to respond whenever the interviewer calls. The IVR system interprets and digitises customers' spoken ratings and rankings, and can also record any verbal comments as audio (.wav) files for later reference and human analysis.

Customers may also provide their responses through their telephone keypad. Audio file storage and playback from within the Enterprise 7 application enables managers to hear comments in a customer's own words and - perhaps most importantly - the tone of voice. All the survey results can then be used with CustomerSat's online analytical, dashboard, and action management applications, along with feedback gathered through other channels.

To help maximise response rates, the system automatically escalates survey invitations across channels. For example, customers who do not respond to online surveys within a certain number of days can be transferred to call centre agents for telephone interview.

Among the system's new features, it allows companies to access results from an external CRM system (such as or PeopleSoft), and provides analytical capabilities, deeper e-mail management facilities, improved data loading capabilities, better security and performance, and more international capabilities.

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