News

Listen to the customers' needs

"Over the last few years we are being asked from all sides about how important it is to use the modern tools within customer communication. The main emphasis is being put on the social networks such as Facebook for instance – it seems that a company not having at least Facebook is out of fashion.”

 It is very important to remember that the implementation of social networks solves just the tip of the iceberg in the communication issue. The companies should not forget at all about the traditional communication sources as well. It is essential not to look at each channel separately but to connect all of them together and bring this puzzle into a comprehensive picture.                                                        

 This way you will create a friendly environment where the clients will appreciate that their opinions are being heard about and no one is wasting their time by constant repeating of the already answered questions as you will use their already provided information from the past.                                                                                                                                                

 For instance, you can get a great feedback from the information provided on the social networks where the end users discuss all of this. In IBM we work on the technologies that help us put together an overall view of the clients as all the data are being analyzed and available in one place and this allows us to work with the information at any time.                                                                                                                                       

 This approach may seem obvious but the reality is far behind the ideal situation. In reality, we often come across the fact that the companies don’t know how to work with such information and that leads to losing their clients."       

Author: Barbora Kopecká, IBM Watson Content Analytics Specialist, IBM