Brillio Voice of Customer Understand What People Are “Saying” About Your Brand And Products Successful enterprises go beyond metrics like sales figures and satisfaction surveys in order to understand how customers feel about their brand and products. They want to know the level of affinity their brand generates. They want to know how loyal their customers really are. To get to this kind of sentiment analysis – the real voice of the customer – requires a deeper dive. That’s why we built Brillio Voice of Customer (VOC). The Brillio Voice of Customer (VOC) application answers the questions every business should be asking: How much Affinity does my brand generate, and how Loyal are my customers to my brand. It uses the power of advanced analytics to mine information from all kinds of conversations and interactions, from internal ones like emails, surveys, recorded call data, interactive voice responses, chat logs, and clickstreams to external ones like social media, blogs, and review sites, and develop meaningful metrics that lead to actionable insights. Key Benefits
Understand true sentiments of important constituencies Achieve deeper engagement through better understanding Distinguishes between customer affinity and loyalty Helps improve product development Delivers more accurate customer segmentation
Real-time sentiment analysis Tracks sentiment over time Use multiple data sources (internal and external) to generate a truer picture Dashboard provides at-a-glance view on measures that matter most
Brillio’s VOC app gives you real answers to the questions that matter most to your brand and product loyalty, answers that are based on the sum of interactions, not just a few isolated ones. A simple example highlights how Brillio VOC works: You have a customer who had a great sales experience but, subsequently, a poor support experience. Depending on when you measure sentiment, the customer could elicit high affinity and loyalty (A&L) scores or very miserable ones. What’s really useful is when you track a customer’s A&L reality over time. Brillio VOC fundamentally changes the way you measure sentiment from an isolated data analytics paradigm to a ongoing, continuous measurement so that you can truly understand customer attitudes and how they evolve. The app uses the Brillio Data Platform, our Data Management Solution for Analytics, to connect to many of the data sources that influence and
impact customer affinity and loyalty. Then, using customizable weighting aligned to your enterprise’s specific priorities, Brillio VOC uses advanced analytics to generate A&L scores and rolls everything up into an overall Company Health Index. (You can see an example of this metric on the first summary page of the trial below.) Brillio VOC also provides summaries for Sentiment, Sales, CRM, and other indicators based on ten different data sources that reflect a consumer’s product and/or brand experience. These summaries can be filtered and offer drill-down capability to reveal scores and measurements at the individual level. This capability to get to the “individual level” is a key Brillio VOC differentiator. When data users can easily see, track, and get to “their numbers,” they tend to take more personal ownership on enhancing customer experiences, improving A&L, and driving results. The impact and contribution towards overall A&L objectives can now be tracked at the level of the individual, geography, channel, offering, product, or campaign. Being able to understand the company’s A&L story at every level, to identify problems, areas of excellence, and opportunities for change, in real time using all the sources available to a company is a game-changer for your enterprise. Click the TRIAL button to view and interact with sample data in the Brillio VOC Customer Affinity and Loyalty game-changer.
VOC TRIAL 1) Voice of Customer (VOC) Summary
This summary view uses all 11 sources of data to generate Affinity and Loyalty (A&L) scores. The scores can be customized by changing the weighting from the drop downs. The higher the value assigned, the more effect that component has on the overall A or L score. This is provided so that companies have the option (if desired) to determine the importance they wish to assign to a given A or L parameter. As an example: one company may decide that since their customers are don’t spend much time interacting with social media, they may reduce the impact of the Social parameter. Brillio recommends that these changes be made once and then kept stable; otherwise, the “goalposts” will shift if changes are made often. However, the ability to change weightings means that user can play “what if?” scenarios and then return to the “agreed on” weightings. This screen provides the executive summary view of what impact and effect all the company’s data is having on its overall A&L and company health index. This view, like all subsequent summary or dashboard views in the Brillio VOC app, can be customized by role, group, user, or any pivot the company desires. These views are subject to data governance, metadata, and security business rules that are managed in the foundational Brillio Data Platform layer; the BDP manages and automates collection, harmonization, and analysis of the data used by Brillio VOC. The Customer Satisfaction section (bottom row of the summary) displays key customer survey top box SAT data and highlights top enterprise performers. The Sentiment section displays key positive social sentiment measurements. The Customer Affinity section highlights the top drivers – in this sample that’s sales volume with a 5%-plus increase compared to last year and a net value reduction in Support incidents. And finally the Loyalty section displays business expansion, the custom acquisition spend weighed against new customers acquired compared to previous periods, and the cost of retaining existing customers. All four sections are fully customizable components, and can be included or excluded as needed. 2) Customer Sentiment & Customer Satisfaction Viewing sentiment and satisfaction side by side with a set of filters provides data that can be used to perform root-cause analysis to identify areas of excellence or opportunities for action.
As an example, notice that the sentiment in Illinois is not doing as well as other states. Drilling into the Illinois numbers highlights “issue #1” with a high-volume number. This can drive further investigation for Illinois regional business owners, as they also review states doing well for best practice sharing; the resulting information is highly actionable. 3) Affinity Scorecard This scorecard is in effect a root cause drill down for the company’s overall Affinity measurement and trends seen in the VOC summary page. Filters permit scoping and shaping of results down to individual levels. Trying changing options to view how results change and to demonstrate how tracking and analyzing Affinity drivers down to individual markers is possible, while using all the company’s data to connect previously unconnected dots. 4) Loyalty Scorecard Similar to the Affinity Scorecard, the Loyalty Scorecard view exposes and drills into the key drivers of Customer Loyalty. This scorecard, which includes filters for all underlying underlying data, enables citizen scientists, line of business managers, and individual contributors to get to “their numbers” – a powerful tool for a company to connect dots and drive accountability for action and impact on experiences that impact the long term loyalty customer have for the company. 5) Business Scorecard This is the place to quickly and effortlessly get business scorecards down to the individual level. Fully customizable to the needs of the business, each component is updated as its data is streamed (or batched) into the Brillio Data Plaform, which is thdoing the heavy lifting of collection and analysis for the VOC app. Items that are hard usually hard to get, like Support costs per minute, but which have a high impact and effect on business operations and management are all now available at the click of a mouse. It bears repeating here that the views and their components (especially noteworthy and valuable for sensitive data that this scorecard may contain) are all secured and filtered to meet underlying roles and user group requirements and limitations through the Apps data governance models inherited from the underlying Brillio data platform (or whatever platform is being used by the enterprise). 6) Customer Scorecard Like the previous Business scorecard, the Customer scorecard brings together a single source of truth about key customer experience drivers, with drill down to individual components. Change the filters to see how easy it is to sculpt the data. 7) Social This view collages the “voice of the community” of a company’s customers into one, simple to use and track source of truth. This would be the place where social, feedback, and other community source data would be presented with filters that could be used to track and trend sentiment and
social voices. This is particularly useful for running influence and community outreach programs that are so vital in today’s conversation-driven customer experience. 8) Satisfaction This view opens the SAT data container, which can be collected from different sources and at any intervals as necessary to provide rich, on-demand views and pivots. Change the filters to scope the data to highlight how SAT can be tracked and analyzed at many levels. 9) Sentiment With the Brillio VOC app, sentiment is no longer limited to traditional sources of customer sentiment measurements, such as social media. VOC can connect and analyze all available data, like sentiment contained in the voice recording of Support calls. machine learning-induced analytics of negative, neutral, and positive product or experience feedback and interaction, or analysis of video of checkout wait times can now be factored into company sentiment measurements (which in turn provide a more credible Affinity measurement). 10) Sales While having sales dashboards are not net new, the Brillio VOC App’s capability to integrate Sales and CRM data with the other 10 sources to connect dots and shape data for action is new. Change the filters to scope the data to highlight how SAT can be tracked and analyzed at many levels. 11) Support Support data represents of the largest repositories of unused data, such as voice files and their accompanying metadata being recorded “for training purposes” in the company support centers (even if that function is outsourced). This data is seldom mined for its astonishingly rich sentiment and product/services feedback data contained in every customer-agent (or help-bot) interaction. That voice imprint, along with embedded agent metadata can be used to improve agent readiness, stop risky behavior, improve compliance, provide product early warning signals and manage cost drivers like handling time, etc. Now all of this become available via the VOC app, which can connect to and analyze voice and video content. 12) Asset telemetry In a connected and smart devices world, streaming asset telemetry is becoming invaluable to data scientists, executives, and business managers, who are increasingly expected by customers to always on and connected and to know the status and states of their assets at all times so they can react in near-real time to fulfill the promise of always-on, connected assets. To help with asset management, check our Brillio’s Smart Asset Management (SAM) application SAM enables companies to easily monitor the status of its connected assets, identify risk of failure and customer impact both in terms of volume and monetarily, and to measure resource and labor costs, all in one convenient application.