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. |
