Many organizations collect feedback from customers, and acquire a lot of data from this feedback as well as from other sources. Converting this data to result-oriented improvements and actions should lead to a better customer experience. But not every customer experience (CX) management system clearly identifies how to effectively convert this data into courses of action. In this blog are three tips for critically reviewing your CX management system.

Optimal use of your customer feedback system isn’t easy. Keep a few steps in mind. Think about what you want to know from the customer, and at what time. Don’t forget to view all the internal data that you already have. Use the correct methodology and systems to take a critical view of current measurements and tools that you use. Maybe they can use freshening up, or another approach can be taken to ensure that you are collecting the correct data.

Here are three tips to help you improve your customer experience program.

Tip 1: Avoid too many questions

There is fierce competition between companies for customer feedback. Many questionnaires are sent out after each interaction with the customer. In this way, organizations try to gather insights that help make necessary changes for improving customer experience, and creating customer loyalty. What’s forgotten is the constant demand for feedback, or unnecessary questions, which can be a source of irritation for even the most loyal customers.

By collecting too much feedback, there‘s also the danger of organizations becoming unaware of the amount of data, which is why it becomes increasingly unused. So, avoid asking too many questions and collect only relevant data that focuses on action and improvements. By linking customer feedback to existing customer resources, less feedback will be required.

Tip 2: Don’t linger in a discussion about the numbers

Research shows that almost 40% of organizations working on customer experience, linger in discussions about the correct customer insights and scores, and therefore fail to convert customer insights into actionable improvements. Most companies use CSAT (customer satisfaction) or NPS (customer loyalty) as a metric. Net Promoter Score differs from traditional customer satisfaction surveys; research shows that you can link customer loyalty to revenue growth. But most organizations fail to turn the score into targeted actionable improvements. There is much debate about the accuracy of the scores, or there‘s simply too much focus on the score itself rather than on how it can be improved.

So, view the CX metric that you use, but do not linger in discussions about the correctness. Instead, look at how this facilitates you to make relevant changes to improve the customer experience.

Tip 3: Use CX management tools to get the best out of the metric

Impacting results and converting data to follow-up actions, remains difficult. This is mostly due to the fact that the applied CX management tools do not provide the correct insights. As a result, many organizations exaggerate to gather as much data as possible, instead of critically viewing their CX management tool.

Data becomes really interesting when multiple sources are combined. Use existing data as much as possible and link it to feedback from your customers, so that you don’t have to ask unnecessary questions (for example, which shop or branch the customer visited).

Make an impact with customer feedback by ensuring the scores and the open answers provide immediate insight to the appropriate department or employee. That way, feedback can be directly translated to follow-up actions for each department, location or employee. Everyone then knows exactly what they can do to improve or expand the customer experience. Make sure your CX tool supports this.

A priority matrix sets the KPI scores against the importance on all possible sub-variables. In this way you get a clear and well-organised summary for each department, each step in the customer journey, each location or even employee, so that you know exactly which buttons you must push to improve the customer experience and which processes should be given priority.

With the customer's open answers, employees get insight into the customer’s desires, beyond the raw numbers. This results in customer feedback really coming to live within the organization.

So, dare to view your CX management system critically. Are you asking the correct questions, and do you bother your customers unnecessarily? Does the organization accept the score or is there discussion? And do you use the correct tool to enable you to convert feedback into targeted management information and actionable improvements? Or does it only provide a company-wide score and do you spend a lot of time on complex analyses and disseminate information?

With the CYS solution you can easily measure customer satisfaction, customer loyalty and customer enthusiasm daily. The collected feedback is linked to your internal customer and employee data, so that it can be directly translated to follow-up actions for each department, or even for individual employees. This results in customer feedback that everyone within the organization can work with day in, day out.

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