If one thing is certain, it’s that digital expectations are perpetually changing—that’s true for customers, employees, and businesses. And yet, organizations are always playing catch up; the more phenomenal experiences they deliver, the greater expectations grow.
In fact, when we surveyed consumers and brands to better comprehend the overlapping and conflicting opinions on how the customer experience is delivered, we discovered that fifty percent of brands said they are “definitely” doing better, but only 11% of consumers said the same. That’s a pretty big discrepancy—one that we certainly don’t want repeated in the new year. The good news? There are steps you can take to level the playing field. Here are some of the best practices to incorporate into your CX strategy in 2020.
#1: Cultivate data holistically
How: Extend feedback channels.
The bustling eCommerce industry has undoubtedly changed the wants and needs of the modern consumer. Feedback across nearly all retail industries shows one common thread: People want to connect with the brands they love, in more than a transactional way. So when it comes to data, think outside the box by taking advantage of multiple platforms.
For example, take a look at our initiative with Foot Locker. During our partnership, the brand used InMoment’s Video Feedback and Image Upload capabilities so customers could tell their own stories in their own way. With our technology, Foot Locker could more easily hear, understand, and solve any customer complaints or feedback, effectively strengthening the brand-to-consumer relationship. Our point? By looking at feedback from various channels, you’re able to see the big picture more clearly—and even lock in customer loyalty for the new year and beyond.
#2: Get better information
How: Optimize survey methods.
Your brand may provide several modes of feedback, but that doesn’t always mean it’s all useful, or effective. For instance, if an online survey interferes with the overall design of your website, why would anyone give it the time of day? When it comes to design, a clean, simple, functional, and optimized page is always best.
But don’t just rely on that alone. Include modern data analysis tools in your CX strategy that reach customers where they are and when they’re ready to give feedback. And most importantly, to gain useful insights on overall guest satisfaction, only ask them questions that are relevant to their experience.
#3: Experience a 360-degree view of feedback
How: Marry CX and EX.
It’s no secret that the customer and employee experiences are closely intertwined. But what does that actually mean in terms of metrics, and how can you use this information to get ahead? While customer feedback data is essential, it’s also limited. But by implementing an EX program to complement your existing CX program, like our client Massage Envy, you can use employee feedback and turnover metrics to better determine key drivers of customer satisfaction. This sophistication allows you to assess your company’s entire experience (customer, employee, and beyond) and deliver true intelligence for actionable business change.
#4: Personalize with purpose
How: Tailor the experience.
Over the years, many companies have missed the mark on what exactly customers value and why. It’s important to not only use personalization for profit, but also leverage feedback to better understand the entire customer experience.
For example, customers are not satisfied with marketing emails that are simply personalized by name or browse history. They would rather you understand their preferences (such as device or channel) and buying habits. By tailoring your experience to the customer, your brand can more easily achieve that desired intersection where customers are happier and more loyal, and your business is more profitable.
#5: Drive big-picture change
How: Focus on the right CX metrics.
Instead of hyper-focusing on small details, aim for the big picture. Think about the endgame and leverage customer experience metrics with meaning, rather than over-analyzing every data point that piles up over the year. By putting your company’s growth at the center of your efforts, you’ll drive the desired outcomes that will make the biggest financial impact in the long run.
Aligning your organization on a metric framework is a crucial step in achieving your CX improvement goals. And what better time than the beginning of the year? With a strong customer experience strategy in place, you can move through 2020 with a clear, winning vision that delivers profound results.