While it was once viewed as a secondary aspect of an organization, Customer Experience (CX) has moved to the forefront of many companies’ operations and future goals. In recent years, more and more organizations have invested heavily in contact centers and customer experience supporting employees. This trend is likely to continue as organizations designate budgetary funds to a wide range of CX improvements, including:
- Technology: From hardware to software, technology upgrades will account for a large part of CX spending in the coming years. Maintaining the ability to interact with customers in numerous ways requires various systems, databases and interfaces, all requiring continual maintenance and upgrade.
- Training: Employee skills training will continue to be a focus of many organizations. Designating budget towards employee training and education may improve customer experience and satisfaction, leading to an increase in loyalty and consumer engagement.
- Strategy: Enhancing customer experience will require extensive planning and strategizing. Exploring new strategies will be imperative to continual evolution of customer engagement.
- Analytics: Analytical software and solutions will play a large role in gauging the effectiveness of CX strategies and investments. Tracking customer interactions, satisfaction, and the overall effectiveness of the CX team will provide an accurate view of ROI, while helping to pinpoint potential areas of improvement.
What happens when you bring over 300 CX professionals together from across the globe to talk about CX? You get 2 days worth of sharing; collaborating; learning; fun and momentum in one of the fastest growing “industries” in business today. On May 5-6, the annual Customer Experience Professional Association’s Insights Exchange was held in San Diego. And it truly was an exchange – among some of the CX profession’s most experience and knowledgeable experts who freely shared their successes and failures. Where else could you find aggressive competitors sharing how they are making better experiences for their customers in a cooperative environment. The CXPA is a rapidly growing association dedicated to helping CX professionals understand, develop and execute effective CX strategies across organizations of diverse size, markets and geographies. Less than 5 years old, the association is growing rapidly due in part to the need for companies to address rapidly changing consumer demands for better and broader experiences – be they mobile, web, phone or other channel-based interactions. As a recently elected board member, I’m excited by the momentum and energy we gained at the Exchange and anxious to continue the fine work of the board to expand not only the membership of CXPA but the scope and assistance we can offer our member professionals!
An effective Voice of the Customer (VoC) program is essential to any organization that wants to survive in today’s customer experience-driven world. When properly designed and implemented, a VoC program provides insight about your customer’s expectations, preferences and desires that can keep you in touch with reality and drive better decision making at multiple levels in the organization.
Reporting the results of a VoC program in a clear and context-appropriate manner that all stakeholders can access and process is vital to the organization, and also to the ROI of the program in general. So how can you maximize the reporting of the VoC program insights?
- Tell Stories:
- People respond to stories about customers and their experiences, such as a customer nearly lost and won back, a frustrating experience with a website, or a customer service victory. Use stories with rich customer quotes to introduce and important insight, then back it up with data.
- Share insights cross-functionally:
- Limiting the reporting of VoC data to leadership only, or excluding some departments, can reduce engagement in the importance of the insights, limiting your organization’s ability to make wide-reaching changes. Be sure to share or make insights available across the enterprise to encourage collaboration.
- Make insights accessible:
- Put data and findings where they are most likely to be found by your audience, for example by attaching account-level findings to an account object in your CRM system, where sales reps can see it. Also, combining the data gathered in a VoC program with the information contained within your CRM system will make it possible to cross reference data and maximize change.
For more information on creating a successful VoC program, download our latest whitepaper, The Top 5 Characteristics of a Successful VoC Program.