Forrester recently published a paper on the future of customer experience measurement and they didn’t mince words with comments like:
• “CX leaders told us that their response rates are declining, especially among younger customers”
• “Today’s empowered customers reject old-school CX surveys”
• “Even companies that have an advanced CX measurement program need to innovate further to remain relevant and effective.”
They have some great examples embedded in the paper, but I’m starting to hear some variation of, “OK. I’m on board with what Forrester is saying, but specifically, what do I need to do to get more feedback and more thoughtful feedback?”
Here’s how I’m seeing Forrester’s concepts applied successfully:
http://customerthink.com/the-future-of-customer-experience-measurement/
New research by the Commonwealth Bank shows the Australian retail sector has fallen behind the average business when it comes to innovation capabilities, and retailers should seek customer feedback to gain that innovation.
https://www.channelnews.com.au/cba-oz-retail-industry-innovation-falls-behind/
We have the technology to listen to customers, but we're still not getting customer experience right. According to the State of Customer Experience 2017 report from business process services company Conduent, brands fail to provide 80 percent of customers with first-step resolutions. Further, 75 percent don’t provide enough support to encourage successful self-help.
https://www.cmswire.com/customer-experience/10-common-voice-of-the-customer-mistakes/
Customer evaluations are one of the most important and effective tools a company can use to build long-term relationships with their clients and create a sense of brand loyalty. Doing the evaluation creates a mental investment in the company on the part of the client, and the contents of the evaluation can play a significant role in shaping the client’s image of the company moving forward.
Effectively deploying evaluations is easier said than done, however, and if you’re not careful they can be totally ineffective or even backfire and push customers away. You’ve got to put serious thought into the content of the evaluation and the way you’ll deploy it. And then, when it’s all said and done, you’ve got to understand and take the results seriously as well.
https://customerthink.com/the-tricky-but-crucial-game-of-customer-evaluations/
How many of us follow the same purchasing habits today as we did even five years ago? Very few. How many businesses rely on the same sales and marketing approach as they did five years ago?
More than you would think.
In the rapidly evolving digital era, the rules have been (and are still being) fundamentally rewritten. It used to be the supplier who created interest in their products and services, pushing out information and offers as part of lead generation campaigns. But now it is the consumer who is firmly in charge of their journey to purchase.
https://www.marketingtechnews.net/news/2018/mar/01/customer-journey-smooth-path/
In a corporate environment, it's easy to get too focused on performance measurement. While individuals within departments concentrate on achieving their personal and departmental key performance indicators (KPIs) by necessity, these, in isolation, must be aligned with other departments and their goals within the organisation.
Occasionally, one department can succeed at the other's expense. Streamlining channels, optimising processes that link back- and front-offices, and monitoring of productivity ensure that competitive behaviour is harnessed in a productive manner, suggests Wynand Smit, CEO of INOVO: "Aligned company-wide goals require a strategy that unifies objectives and provides an environment that works for everyone, one that can be scaled to mirror company growth."
https://www.itweb.co.za/content/KWEBb7yakkA7mRjO/
Ensuring customer experience success is an ongoing effort. Just as brands evolve, so too do their customers. We see customers evolve in their interactions with products and services, their complex and varied needs, and the channels through which they express feedback. Customer journey maps document those interactions at scale and help companies better understand the actions, thoughts, expectations and feelings of the people that connect with their brands. These maps help businesses capture customer analytics and track critical pain points to maintain quality customer experiences and address problems.
https://www.cmswire.com/customer-experience/dont-let-journey-mapping-fatigue-keep-you-from-cx-success/
We’re very excited to announce that the Mopinion website (previously only in English) is now available in four new languages: French, German, Spanish and Dutch. The addition of these new languages reflects the increasing demand for digital feedback solutions abroad as well as Mopinion’s rapidly growing customer base.
https://mopinion.com/mopinion-launches-website-in-four-new-languages/
It sounds like a contradiction in terms, doesn’t it? How can you optimise a journey with friction when for many it is considered the nemesis of growth and success? It is annihilated at every opportunity in the digital world for fear the customer might abandon a purchase or fail to sign up for a newsletter. This is not necessarily the case in physical locations like stores, restaurants and service centres. Sometimes a little friction can be a good thing.
http://customerthink.com/improve-customer-experience-by-introducing-friction/
Technology has produced huge breakthroughs in design. A product can be ideated, prototyped and finalized with little more than a keyboard and code. But the ingenuity of modern design often leads to product teams neglecting the basics.
https://techcrunch.com/2017/01/20/in-a-tech-saturated-world-customer-feedback-is-everything/
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