Are you “in” or “out” when it comes to customer experience management? Keep your program ahead of the curve and beat the competition with these 8 trends:
Long surveys with questions that don’t adapt or change based on previous responses.
Short, dynamic surveys that ask questions based on previous responses.
|Short surveys reduce survey fatigue, resulting in higher response rates.|
Conducting extensive market research to understand customer needs and desires.
|Voice of the Customer
Using the data that’s already at your fingertips to fully understand customers.
|Keeping a real-time pulse on the Voice of the Customer (VoC) is less costly, more complete, and more actionable than periodic market research.|
Using social media primarily to promote your products and services.
Using social media to establish relationships with your customers and prospects.
|While social media is an effective way to promote your brand, customers are more loyal to brands who actively engage on social media.|
Surveys that ask primarily multiple-choice questions.
Surveys with text boxes for customers to write in their own responses.
|Multiple-choice questions tell you only what you think to ask about, and not necessarily what is most important to your customers.|
Manually analyzing online review sites to understand your brand’s reputation.
Using advanced text analytics to understand the universe of comments about your brand online.
|Using a text analytics software solution to interpret large volumes of customer not only saves time and cuts down on resources, but also enables root-cause analysis and other sophisticated algorithms.|
|CMOs or COOs owning CX
Customer experience sits within the marketing, operations, or customer care department of an organization.
|Chief Customer Officer
A Chief Customer Officer owns CX, with an entire department that works cross-functionally to improve the customer experience.
|For CX to be effective, organizations need to work across all departments: sales, customer care, marketing, front-line operations, billing, product and others. All of these organizations impact CX, and need to play an active role in customer experience management.|
|5 or fewer data sources
Analyzing a small number of data sources to understand your customer base.
|25+ data sources
Analyzing data from many sources including CRM data, call center data, social media, inbound emails, online review sites, surveys, and more.
|At Clarabridge, we’re seeing the number of data sources for CX increase at an extremely rapid pace. Just a few years ago, businesses were analyzing around 5 data sources, and now many of them are using more than 25. The more data you analyze, the more fully you understand your customers.|
|Needle in the haystack
Your VoC program helps you identify individual problems or issues that you fix to increase customer satisfaction.
|Operationalizing the customer voice
You distribute real-time customer feedback analysis to relevant groups within your organization, and empower them with the tools to immediately act on those insights.
|The speed at which a business can understand customer needs, wants, and desires, and use that information to better engage with customers, the better that business will be able to compete. Identifying one-off issues is important, but successful businesses have an always-on process for generating, distributing, and acting on customer feedback.|