Customer Interaction Signals - Identification & Actionability

Purpose: This comprehensive article defines and categorizes various customer interaction signals (Renewal, Expansion, Negative, Follow-Up Request, Competitive Threat, Urgency), providing technical guidelines for their identification, interpretation, and recommended internal actionability. Understanding and responding to these signals is crucial for proactive customer management, retention, growth, and overall customer satisfaction.

Introduction to Signal Classification: Our system identifies key signals within customer communications to provide actionable insights. Each signal is assigned a value of "1" if detected, indicating the presence of the specific signal, and "0" otherwise. This automated detection helps our teams prioritize interactions, tailor responses, and proactively manage customer relationships.

1. Renewal Signal

Definition: An indication, explicit or implicit, from a customer that pertains to the continuation or termination of their existing service agreement, subscription, or license. This can include direct inquiries about the renewal process, discussions about contract expiration, or even explicit statements of intent to renew or cancel. The presence of a renewal signal signifies an opportunity for our teams to engage with the customer regarding their ongoing relationship.

Signal Value:

• "1" (Positive Signal): Clear discussion or query related to renewal, cancellation, or the renewal process itself.

• "0" (No Signal / Irrelevant): Message does not contain a discernible renewal signal, is empty, or is irrelevant.

Technical Identification Criteria & Examples:

2. Expansion Signal

Definition: An indication from a customer that they are seeking to increase the scope, capacity, or functionality of their currently provisioned services, subscriptions, or licenses. This typically manifests as inquiries about adding more users, increasing storage/usage limits, upgrading to higher tiers, acquiring additional features, or exploring new product lines. An expansion signal represents a "positive" opportunity to grow the business with an existing customer.

Signal Value:

• "1" (Positive Signal): Request or inquiry related to increasing service scope, capacity, or functionality.

• "0" (No Signal): Message does not indicate a desire for expansion.

Technical Identification Criteria & Examples:

3. Negative Signal

Definition: Indicates negative sentiment from a customer or responder, typically expressed when they have something unfavourable to say about their support experience, the product, or the overall interaction. Any language representing negative sentiment should be classified as a negative signal.

Signal Value:

• "1" (Negative Signal): Explicit or implicit negative sentiment.

• "0" (No Signal / Neutral/Positive): No discernible negative sentiment.

Technical Identification Criteria & Examples:

4. Follow-Up Request Signal

Definition: Indicates a customer's check-in or repetition of a previously asked question, or a request for an update on something that has already been discussed or initiated. These signals particularly highlight potential gaps in communication on a case or ongoing issue. It is not a request for new information that hasn't been discussed before.

Signal Value:

• "1" (Follow-Up Request Signal): Clear request for an update, status check, or reiteration of a previously addressed query.

• "0" (No Signal / New Information Request): Message does not contain a discernible follow-up request, or it is a request for entirely new information or assistance.

Technical Identification Criteria & Examples:

5. Competitive Threat / Churn Risk Signal

Definition: A clear indication that a customer is considering or intends to cease using our company's products or services entirely. This desire can stem from dissatisfaction, unresolved issues, poor customer experience, or active evaluation of competitor solutions.

Signal Value:

• "1" (Churn Risk Signal): Direct statement or strong implication of intent to discontinue use or active consideration of alternatives.

• "0" (No Churn Risk Signal): No discernible churn risk signal.

Technical Identification Criteria & Examples:

6. Urgency Signal

Definition: Refers to an explicit imperative or request for immediate action on a pressing current issue. It involves language indicating that a situation requires prompt attention and action right now. This signal signifies that a delay could have significant negative consequences for the customer.

Characteristics of Urgent Language:

• Real-time Imperative: Words like "urgent," "immediate," "ASAP," "now," "critical," "expedite."

• Direct Demands for Prompt Action: Imperatives requiring swift intervention.

• Appeals to Higher Authority: References to escalating due to immediate risks.

• Rhetorical Pressure for Immediate Action: Language emphasizing the need for swift resolution.

• Personal Plea: Requires a personal plea or imperative, not just generic descriptors.

What is NOT an Urgency Signal:

• Future hypothetical urgency, preparatory language, conditional urgency, observations without imperatives, impersonal templated language.

Next Steps:

If you have any additional inquiries regarding Customer interaction signals and more, please reach out to our support team at support@supportlogic.io.