While the importance of CX (customer experience) grows, many organizations lack the proper framework to measure impact and develop a unified, holistic approach to CX strategy. According to Gartner, 70% of CX leaders report struggling to develop processes to improve customer loyalty and outcomes.
Some challenges to developing CX approaches include:
- Not listening to all of the data available, even though most organizations have a large amount of it
- Inability to analyze data effectively
- Not prioritizing the best actions
- Lack of CX commitment across the organization
- Increasing complexity of customer journeys
- A one-off approach to solving smaller issues individually rather than a holistic approach involving the entire system
What’s needed is a new type of CX framework that can consolidate, analyze and visualize experience data into a format that can inform fast, smart decision making, thus helping to improve metrics such as CSAT and NPS.
What does such a framework include?
The starting point is listening. It involves much more than surveys – data must be collected from all channels and in all forms of feedback – direct, indirect and inferred. Feedback includes:
- Contact center conversations, transcripts and open ends
- Customer feedback via email, SMS, post-call IVR surveys, websites, mobile devices
- Operational data from interactions from locations such as contact center, digital and locations
- Inferred behaviors sentiment and emotion
- Employee feedback
Bringing all this information together will require a thoughtful selection of tools to unify the data. A unified view of the data helps to supply an analytical real-time view of customer interactions. Seeing results on a series of dashboards affords an overview of many touchpoints.
Most companies already have CX data. It’s just a matter of finding it and operationalizing it with the proper framework.