Let’s be real, we’re all swimming in data. It’s everywhere – customer feedback, social media rants, cancellation notices – a never-ending flood. And honestly, those raw numbers? They’re just the tip of the iceberg. They don’t tell the real story. They’re just ingredients waiting for a chef. And as CX leaders, we’re the chefs. We need to take this raw data and turn it into something delicious: human-centric stories that actually resonate and make a difference.
Think about it. A spreadsheet full of NPS scores? Not exactly a page-turner. But behind those numbers are people. Real people with real frustrations, real joys, and real needs. It’s our job to find their stories and share them.
A low satisfaction score isn’t just a number; it’s Sarah, struggling with a website that crashes every five minutes. It’s John, waiting on hold for an hour, only to be transferred to the wrong department again. A surge in positive reviews? That’s Maria, finally getting the help she needs and telling all her friends about it. These aren’t just metrics; they’re glimpses into real experiences.
So, how do we turn data into compelling, human stories?
- Really Listen: Data isn’t just about what customers do; it’s about what they say and feel. Dive into the messy, unstructured data: the reviews, the comments, the support tickets. Look for the emotional undercurrents, the recurring themes – the stuff people aren’t explicitly saying.
- Give Data a Human Face: Charts and graphs are great, but they’re not very relatable. Instead of saying “X% of customers abandoned their carts,” tell Sarah’s story. “Imagine Sarah, excited to buy a new pair of shoes, only to hit a wall at checkout. Confused and frustrated, she gives up.” Give your data a name, a face, a story. Make it real.
- Ask “Why?”: Data tells you what happened, but the magic is in the why. Why did Sarah abandon her cart? Why is John so frustrated? Dig deep. Uncover the root causes. That’s where the real insights live.
- Tell Stories That Matter: Your stories shouldn’t just be interesting; they should inspire action. Use data to show the impact of your work, to justify investments, to rally your team. Show how you’re making a real difference in your customers’ lives.
- Be Ethical: We’re dealing with people’s information. Treat it with respect. Be transparent about how you’re using data and make sure you’re protecting customer privacy. It’s not just good business; it’s the right thing to do.
Walking the Talk: how Transcom helped a communications company leverage data for debt collection
For years, a leading communications company relied on Transcom for inbound and outbound debt collection. But as digital transformation reshaped the industry, traditional approaches were no longer enough.
To stay ahead, we turned to data. By analyzing over a million historical records, we trained and deployed six high-performing machine learning models – powering a new, automated daily process that doesn’t just collect debt but understands customer behavior.
Every day, our predictive debt classification system profiles customers in real time. Those with a lower risk of default are seamlessly guided to self-payment options, while high-risk accounts receive personalized outreach from our expert agents. By identifying behavioral patterns within the data, we uncovered individual customer stories – allowing us to tailor our approach, whether through flexible payment plans, better communication, or perfectly timed outreach. Machine learning also dynamically adjusts outbound campaigns, ensuring maximum engagement.
The results speak for themselves: a 9% increase in recovered external financial resources, a 17%+ surge in self-service adoption, and 860 fewer operational hours per month.
Data is powerful, but it’s just a tool. The real power comes from combining data with empathy, curiosity, and a genuine desire to understand our customers. That’s when we can turn dry numbers into compelling stories that not only inform but actually move the needle.
Contributed blog post written by Transcom.
