As someone that’s involved with Customer Services, you will understand that it can act as both an inbound or outbound gateway to the customer base.

Its tone of delivery can determine the overall relationship between the whole organisation and its customer base.

It can perform a series of differing roles with everything from sales through to fulfilment, from technical to account queries be this via the phone, web, email or using mobile technologies.

You will also understand that issues surrounding product launches can lead to a 1 in 10 failing due to poor customer services. This can be because of lack of training, preparation and the inability to respond in a timely fashion.

In a number of organisations, service is seen as a cost, therefore the balance between expenditure and customer happiness can sometimes be a difficult process.

Being able to measure the relative emotion (let’s call this the emotion index) of both customers and staff along with their relative issues will enable you to create an initial benchmark. A benchmark to which you can then manage to.

By monitoring this index and directly dealing with the issues raised, there is an opportunity to directly affect areas such as staff retention, customer churn, sales conversion rates and recommendation rates.

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