Technology sometimes creates opportunities for which business is unprepared. QA is a great example. Over the past ten years companies have been given this incredible technology to capture calls but there was little or no expertise built around the use of the technology. How do you listen? What should you listen for? Thus, many companies are using the technology, but not using it well.
Surveys are another example. Becky Carroll at Customers Rock points this out with an excellent post about the frustrations he’s had with a few surveys. Many companies are using emerging technology to take surveys at the end of calls. My experience tells me that many of the problems Steve points out may very well come from companies who have the technology to do surveys, but do not have the expertise to create a well-thought out questionnaire that will yield statistically valid, actionable information.
When you spend time, energy and resources to do something yourself that yields unprofitable or potentially misleading data – it’s time to consider making an investment in getting help. The price tag is much smaller in the long run and the R.O.I. can only get better!