Almost every business attempts to track the reason for the enquiry or call or email or complaint. The most common way of tracking is through either a CRM (the customer management system in use) or through the phone system (often called wrap codes).
However, both approaches typically rely on the staff to determine what the reason was. And thus, human error is created.
Which is great and can provide wonderful insights in terms of what your customers want and need – all of which can help you provide better products and services.
But in this brave new world of data – who decides what is OK and what is not?