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Take Your Customer Experience to the Next LevelCustomer Experience Measurement and Management has grown stale... Time to evolve the way we think.AT A GLANCE
"The past is to be respected and acknowledged, but not to be worshipped. It is our future in which we will fnd our greatness." -Pierre Trudeau
Companies seeking to improve the customer experience must harness and leverage the power of the customer's voice. Yet, collecting feedback, analyzing it and taking action upon it are complex activities. Providing clear direction on what to do to attract, grow and maintain proftable customers requires that researchers and companies create clarity from the complexity.
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When customer experience research debuted many decades ago, information was scarce, and companies were just beginning to understand how to use customer feedback. Today, companies have invested heavily, resulting in enormous amounts of information and many possible ways to use it. Yet, the key stakeholders - the customers, customer insight teams, corporate executives and managers, and front-line managers and employees - are signaling growing dissatisfaction with the feedback process, the insights coming from it, and the resulting customer experience improvement activities
Recently, some industry commentators have heightened their criticism of today's CEM programs, even commenting that CEM programs "are broken in many ways."i As well, the explosion of social media, the global recession and the proliferation of new, unexpected technologies are causing people and enterprises to transform. At Maritz, we believe that - while not "broken" - certain elements of CEM need to be evolved in order to continue to provide value to the enterprise, including
- The types, form, and content of customer feedback collected
- How customer intelligence data are captured, analyzed, and accessed
- Who has access to results and insights derived from customer experience data
- How value is created and exchanged among customers, front-line employees and managers and corporate researchers and stakeholders
- How customer intelligence is used to drive actions at the front-line and corporate headquarters
- How the business impact of corrective actions taken is established
While we believe change is necessary, we also believe many fundamental practices in use today continue to be relevant. For example, customer stakeholders still possess a high regard for the option of anonymity, and business users remain reliant on the representativeness that only a properly designed survey can provide. As we seek to fnd meaning among the many information sources in today's world, retaining these foundational elements is more important than ever ...
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