The Takeaway: Customer engagement analytics can supplement or even replace traditional marketing research, delivering more accurate and comprehensive insight.
Customer engagement analytics solutions have the potential to deliver an unprecedented degree of insight for enterprises. When first deploying this technology, most companies tend to limit their focus to the contact center, where the raw information is collected in the form of customer phone calls, emails, live chat, social media and so on. Increasingly, though, businesses are discovering that customer engagement analytics insights can be equally powerful – and sometimes even more effective – when utilized beyond the contact center.
Our latest white paper dives into this issue in much greater detail. In this blog post, we want to take a moment to highlight an especially promising application of this approach: marketing research.
Moving Beyond Surveys
The potential of customer engagement analytics insights for marketing research is arguably most apparent when it comes to the well-worn customer survey. As we discussed in this earlier blog post, customer satisfaction surveys – one of the more common types of marketing research – have many inherent flaws, including limited scopes, rigid topic focus and unpopularity with participants. This does not mean that surveys should be abandoned entirely, of course – they still offer significant value – but it’s important to recognize their limitations.
Even the Marketing Research Association, while defending the customer survey, acknowledged, “Within the sphere of marketing research activities today, few have lower prestige than the simple survey.”
In that previous blog, we focused on the advantages customer engagement analytics offer compared to surveys when it comes to marketing research. Now, let’s take a look at a sample use case.
In our white paper, we gave the example of an electronics retailer and how it could use customer engagement analytics to address product issues before they become serious problems. Let’s now say that this same company is trying to measure the effectiveness of a recent marketing campaign promoting a line of HD TVs.
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Naturally, sales figures will be the ultimate measure here. To get more granular and specific, though, more in-depth marketing research is necessary. A customer survey would reveal a fair amount of information, but that can’t compare to the level of insight the company will gain through the use of customer engagement analytics.
With this approach, the firm can examine every instance of customer interaction, searching for and identifying uses of key phrases relating to the marketing effort. Immediately, this can provide a more accurate sense of the level of awareness the campaign achieved. From there, the analytics solution can reveal consumer sentiment surrounding elements of the marketing effort by examining the actual words that customers naturally use when engaging with company representatives. This is all without the artificiality inherent to asking consumers to describe their own reactions, via survey or otherwise, and without imposing any sort of burden on these individuals.
With this rich, comprehensive insight, the marketing team will be much better able to craft effective future campaigns, thanks to their newfound ability to quickly and efficiently learn how to best target their ideal demographics.
How can your company’s marketing research efforts benefit from customer engagement analytics?