Everybody talks about the customer experience. What it is, why it is important, how to deliver, and how to improve. Everyone, it seems, has an opinion.
This is why I thought you’d be interested to hear what the experts are wondering about.
These are the administrators and CX managers within Fortune 500 companies CMOs and CIOs my firm and I advise and support the day to day planning and to hold promise to the customer experience. They all questions, of course. These five are among the most common.
1. How can we better understand the impact of emotion on the customer experience? Popularized in books like “Predictably Irrational” and “Thinking, Fast and Slow,” prominent behavioral economists believe that rational considerations represent less than a third of customer behavior and decision making. Yet most companies spend most of their efforts on improving practical, functional experience, neglecting the emotional impact of the experience on customer loyalty. That’s why smart CX leaders want to better understand how their customers feel about their products, services and experiences.
2. How can we offer a true experience of omni our customers? The reality is, customers expect an experience of omni. The challenge is that the ability to meet these expectations through channels is difficult. It requires an integrated approach to the experience of the design and delivery through the countless customer-facing systems, processes and functions. In our experience, the most successful companies to provide this lever to help lead the digital transformation by helping their organizations to meet customer interactions more holistically.
3. How can we better personalize customer interactions on the entire trip? With the rise of software marketing and sales automation, marketing became much better at personalization of offers and messages through the journey of the buyer. But the customer experience is much more than marketing, which is why customers expect more and more each interaction to be customized according to the needs and unique customer needs. (Think Amazon and Netflix.) That’s why professional CX working to exploit customer data to personalize their experiences throughout the customer journey and delivering it through all channels.
4. How can we measure the experiences we deliver less obvious way? Every company recognizes the importance of measuring CX. But the majority voice of the customer (VOC) programs rely heavily on customer surveys. Customers? They are sick of the NPS, satisfaction, and surveys of all kinds-is-how-your most recent experience. While the future of the measure of the customer experience uses less invasive feedback tools such as social listening and text analysis, it is far from defined. Which is why the winners will tirelessly seek and find ways to better understand what their customers want, think, feel, want, and do without having to ask them.
5. How can we measure the customer experience to action? Although most companies have VoC programs in place, only 29% think VoC is effective in driving the action. The thing is, making the measurement CX action is not a mystery. It’s just hard. It starts with the ability to provide customer feedback to life so as to create a deep understanding of customers and make it through the organization of executives to line staff. It’s worth the work. After all, Aberdeen notes that best-in-class organizations are 55% more customer loyalty. So take a page of the winners, and not just listen not act. –
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