Richard Snow's Analyst Perspectives

Tello Launches Innovative Method To Collect Customer Feedback

Posted by Richard Snow on Apr 17, 2012 9:49:08 AM

The various media, including the social form, insist that the customer is king;  exaggeration or not, it is true that understanding their customers is of greater importance to companies than ever before. The newest way to understand customers is to capture all the comments they make about a company, analyze them and produce reports containing information such as likes and dislikes, hot issues, trends and sentiment analyses – many people today call this collection the voice of the customer (VOC). It can help companies with a range of tasks: refining customer-facing strategies, improving products and services, streamlining front- and back-office business processes, focusing training and supporting front-line operational decisions such as how to handle customer interactions.

In many cases, VOC requires new technologies to support these activities. Customer feedback can now be gathered in more ways than ever, everything from traditional paper-based surveys, IVR and web-based surveys, to agent-initiated one-on-one telephone surveys, speech analytics on recorded calls, social media analytics, short surveys on smartphones and analysis of free-form text gathered through media. Tello has just launched a new service that sits between surveying and social media. The service allows consumers to text comments about any company or download a smartphone app with which to send comments. Both methods are in line with current-day consumer behavior, as more and more people use texting or mobile apps as their primary methods of communication.

Businesses that are registered uses of Tello receive a text message or email when someone sends feedback to Tello. They can respond as they feel appropriate, including providing an instant reply acknowledging positive feedback or addressing problems – for example, resolving a customer’s issue before the persons leave the store or office from which the feedback was sent. In either instance a customer is likely to feel more positive about the experience. Tello also provides registered companies with analysis of comments and dashboards that tie customer feedback to individual company employees, allowing the organization to address personnel issues.

I plan to track how well this new service catches on, both with consumers and organizations wanting to understand them better. It could be another piece of the puzzle in collecting customer feedback, and it will be interesting to see how it relates to the insights gathered through my research into how organizations are collecting and analyzing customer feedback. It would be great if you would provide your views by engaging with us on our customer feedback research Or you may simply collaborate with me directly on social media.


Richard Snow – VP & Research Director

Topics: Social Media, Customer Analytics, Customer Experience, Customer Feedback Management, Operational Performance Management (OPM), Social CRM, Voice of the Customer, Business Analytics, Business Collaboration, Business Intelligence, Business Mobility, Cloud Computing, Customer Service, Business Performance Management (BPM), CRM, Customer Performance Management (CPM), Sales Performance Management (SPM)

Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.