Your customers HATE your tech. Customer feedback comes in unpredictable forms, like Twitter, surveys, Google Reviews, CSR conversations, etc. Dan Erickson, CEO of Viable, has developed an AI to analyze all that data and share results in natural language. What’s one big theme? Your tech, apps, and website suck! You’re ignoring it and it’s driving your customers nuts.
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What trends are haunting you?
Because Dan Erickson has used Viable to analyze so much customer data at this point, they have quite a few insights. I asked him to share some of their top trends.
Trend 1: Customers Hate Your Tech
Erickson, says their AI has found that most companies truly struggle with crappy tech experiences. Customers want websites and apps to just work, but even after they complain, nothing changes. Company leaders don’t spend the time or fully consider the full tech experience—this is costing companies dearly.
Of all the data Viable has analyzed so far, bugs are the biggest trend. Bugs in websites and apps are an area customers are not willing to forgive. Negative experience with the app hurts customers’ overall brand experience.
Trend 2: Customers Downranking Apps for Bad Service
At a high level, what other customer data is Viable seeing? They pulled in data from a bunch of retail apps off the App Store and Google Play Store and found customer experience with human support matters a lot! In fact, people use app reviews to complain about customer support. This is a key insight because it means negative reviews in the app store may not have anything to do with your app.
Company executives would be wise to fully analyze all reviews to understand their origination. It could have been a bad experience with a customer rep, OR simply a customer’s difficulty getting in touch with your customer service department.
Why don’t executives fix obvious problems?
Erickson explains there’s a huge misunderstanding gap between executives and their customers. But why? Why do CTOs, COOs, and CEOs miss this stuff? Because 80% of their customer feedback comes to them as qualitative data from unstructured text from emails, call transcripts, chats and phone calls. The only way to filter through this data is manual time. For example, analyzing 60,000 people surveys (compiling) that take five people, 5 weeks to analyze. Viable can return a more detailed, and more accurate report in 24 hours.