Walker recently hosted a summit of Customer Experience professionals - a chance for CX leaders to come together to learn and share best practices. The theme of the event was Extraordinary CX.
As CX leaders, we are in a position to build Extraordinary CX programs that inspire and motivate our organizations to deliver an outstanding customer experience. We need to be thinking beyond today’s ordinary ways of collecting and using feedback. What does Extraordinary CX look like? Consider the following:
- Move from Tracking Scores to Tracking Business Impact
- Move from a Single Source of Information to Multiple Streams of Customer Insight
- Move from Tracking What Happened in the Past to Anticipating Customer Needs
In order to make this shift, CX leaders need to think differently about the type of customer insights that are collected and used by the organization. We should be focused on bringing together the right blend of formal surveys, informal customer “chatter”, operational metrics, and predictive analytics to provide our organizations with actionable information that can be used to drive real change.
Here are a few suggestions to get you started thinking about how you can shift your CX program from Ordinary to Extraordinary:
- Use surveys as a means to validate customer pain points. Once validated, leverage operational metrics or transaction surveys as a means for tracking progress on related initiatives.
- Use “big data” to analyze events that are likely to result in a dissatisfied customer. Apply this in an automated way to proactively alert account owners of impending customer issues.
- Instead of only tracking survey scores, track actions that the organization is undertaking to improve customer experiences and the resulting ROI.
Vice-President, Strategic Accounts