Customer service tends to be an area of the business often separated from Tech & Product. Yet it has the potential to be the goldmine of data about customer experience. It can be symptomatic of problems created by the products for customers and be an important touchpoint that can shape the long-term relationship with the customer.
My research team was tasked to make sense of the abundance of data tracked in customer service and deliver insights that can help product teams improve customer experience. Yet along the way, we discovered that the existing data structure and metrics represented more the operational, rather than customer perspective. This led our team to reorient our goals – instead of trying to provide insights, to solve the problem at its root: create a new customer-centric data structure that allows measuring the customer service experience in a systematic way.