The Customer Insight Gap: why Microsoft Excel stops SMEs from getting better customer insight Wednesday 22 June 2011 PDF Print ...MMC compiles top 15 reasons to ditch MS Excel... UK SMEs are suffering from a chronic customer insight gap which is having a drastic impact on the bottom line of many British businesses - and a key culprit is Microsoft Excel says managemycomplaints.com (MMC) It is a well known fact that organisations with deeper insight into their customers true behaviour, experiences, beliefs, needs or desires are better placed to be able to meet those needs. This in turn leads to more satisfied customers and lowers the cost of serving them. Companies without proper customer insight are effectively driving while blindfold - and may be unaware of the damage being caused by this lack of visibility. However, the vehicle of choice for driving customer insight - the spreadsheet - is not fit for purpose. Research carried out by MMC has shown that nearly 94pc of UK SMEs are using spreadsheets or paper based systems to manage customer feedback and complaints - or worse still, nothing at all. According to Andrew Aldred at MMC: “As a personal productivity tool, MS Excel does a great job. But over the years, users have stretched it well beyond its capabilities. In the realm of customer insight and feedback management, simply recording complaints and feedback in a spreadsheet stores up problems further down the track. The widespread use of MS Excel (or no specialist system at all) is greatly hampering UK SMEs in their ability to extract more value from insight into customer feedback and complaints.” Managemycomplaints.com has compiled a list of 15 major reasons why Microsoft Excel is the biggest enemy of customer insight and customer feedback management: - There’s no MI in Microsoft. In other words Excel lacks useful management information (MI) and can’t create in-depth reports about complaints and their root causes – intelligence that is critical in identifying problems and making informed decisions to improve business performance. - It’s not an image based system. You can’t attach documents in Excel. This means that any correspondence relating to a specific complaint – letters, photos, emails, responses etc. – needs to be stored outside of the spreadsheet. - No workflow capability. With a spreadsheet you can’t create an automated work-flow process for handling complaints. If you could, you could dramatically improve the efficiency of handling a complaint and ensure you meet your SLAs (Service Level Agreements). - No audit trail capability. How do you know what happened with a complaint, what you did, who said what and when? Without an audit trail you can’t professionally and objectively demonstrate how you responded to and managed a complaint. - Multi-user access. An Excel spreadsheet cannot give you multi-user access. Only one person can update it at any given point. - Multi-level access. Spreadsheets aren’t good at providing different access levels based on differing roles and responsibilities. For example, you cannot restrict users to just logging cases and/or not creating/viewing reports. You may be opening yourself up to some major privacy breach issues. - You don’t have a centralised database. By definition, spreadsheets aren’t databases (although most people try to use them as such). MMC provides all the information you need on ONE page in ONE system. With spreadsheets, you will almost certainly have multiple pages or workbooks, which makes things less efficient and more complicated than they need to be. - Can’t assign a case automatically to another member of staff. With MMC, you can log a new case and immediately pass it to the relevant department meaning anyone can capture and record a complaint or piece of customer feedback anywhere in your business. - Can’t attach To-Do-Lists to actual cases. With MMC, it is far easier to keep track of any outstanding duties you may have. - No automatic case reference numbers. How can a spreadsheet help you keep track of specific customer cases? - Can’t identify ‘serial complainers’. With a spreadsheet you can’t instantly recognise customers who have given your business feedback before, what it was about, and what happened. With MMC you can show your customers that you have a streamlined and professional customer service process that also helps protect against potential fraudulent complaints from ‘professional’ complainers and compensation seekers. - Security. MMC protects your data with specialist security features. All your data is backed up. By contrast, if a spreadsheet is deleted or becomes corrupted in anyway, you run the risk of losing all of your data. - No mandatory/locked fields. This means you can’t stop people from editing specific cells, thus risking inaccurate, inconsistent data. - Poor search capability. Spreadsheets don’t have intuitive search functionality to instantly highlight a previous complaint/feedback. - Access anywhere from the internet. With MMC there is nothing to install or kept up to date, it can work on any Web-based device that connects to the Internet. Concludes Aldred: “With spreadsheets being 80 pc less efficient than MMC , it’s no surprise that over 90 pc of our customers were using a spreadsheet for managing customer feedback and complaints before switching to our cloud based service.” About managemycomplaints.com managemycomplaints.com is the first specialist customer complaint and feedback management application delivered using the Software as a Service (SaaS) model. The cloud-based service enables organisations to capture, manage and analyse complaints and feedback to improve customer satisfaction, increase customer service efficiency, and drive business improvements. Call now on 0845 5 211 777, or e-mail: email@example.com for a free trial! For further information: Andrew Aldred Marketing Manager managemycomplaints.com Andrew.firstname.lastname@example.org 01932 250036 This press release was distributed by ResponseSource Press Release Wire on behalf of Escherman in the following categories: Personal Finance, Business & Finance, Computing & Telecoms, for more information visit https://pressreleasewire.responsesource.com/about.