The 8 Ins and Outs of Customer Experience Management


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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:

Out In Why
Long surveys
Long surveys with questions that don’t adapt or change based on previous responses.
Short surveys
Short, dynamic surveys that ask questions based on previous responses.
Short surveys reduce survey fatigue, resulting in higher response rates.
Market research
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.
Social promotion
Using social media primarily to promote your products and services.
Social engagement
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.
Multiple choice
Surveys that ask primarily multiple-choice questions.
Free-form text
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.
Manual analysis
Manually analyzing online review sites to understand your brand’s reputation.
Automated analysis
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.


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