Two identical companies offering the same basic service in close proximity to each other is a daily experience in today’s competitive environment. In many instances, copying what someone else does well has replaced innovation. This has given rise to a new concept of service design that leads organizations to design and deliver service based on collaborative methods to beat seemingly identical competitors. Service design requires hard facts, data that gives decision makers the framework for strategic decisions. Customer interaction analytics, or “Voice of the Customer” (VoC) analytics as it is more commonly being referred to in an age where customer centricity is almost synonymous with viability, is the framework that provides real tangible facts about the customer experience. VoC analytics looks at the entire customer experience, an outside-in approach if you wish.
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