Contact centers are an important source of pure customer feedback, describing what customers are trying to do and obstacles they're facing. Most companies use service comments primarily for training agents who deal directly with customers. They don't use text/voice mining of customer comments from the contact center to educate the rest of the company.
There is a huge opportunity to stream pure customer feedback to the groups throughout the company who could use the feedback to create breakthrough innovations or who originated the obstacles; to increase their capability to anticipate their ripple effect on customers, and to hold them accountable to prevent recurrence. Service people who are liberated from solving tedious, avoidable problems caused by other parts of the company can focus on creating more value for the company and the customer.
As customer retention statistics demonstrate greater value over customer acquisition, companies that are excelling in customer experience have broken from traditional practices in hiring and compensation plans for contact centers.