In today’s customer-centric marketing landscape, most companies understand the value of having a customer experience (CX) research program in place to identify ways to improve their customers’ brand interactions. Finding ways to maximize the value of your customer experience research program is critically important. We’ve outlined some ways to do just that, focusing on two key areas:
- Clearly identify opportunities for growth
- Socialize CX knowledge across your entire organization
Fast-Track Opportunities into Action
Marketers can tap into a wide variety of sources for customer and market data. Valuable insights can come from Big Data, customer databases, listening to social media, reviewing website comments, and industry reports. What can you do to make sure you’re getting the greatest value out of your customer experience research?
Focus on what’s most important for your business
Before you begin, document your primary objectives and key improvement areas. For example, if sales are down for a specific product line, then look more in-depth at feedback from customers who’ve recently used this product. In addition to considering what’s important from a business perspective, identify what areas are most important to your customers and which ones are their largest pain points.
Review qualitative feedback
With so much quantitative data available, you might find yourself digging deep into survey scores without getting at the underlying factors impacting CX. Don’t overlook the value of also reviewing feedback to any open-ended questions to uncover the reasons why certain brand experiences may be causing consumer frustrations.
Be sure to integrate data from multiple sources, whenever available. Include relevant findings from across different customer types or consumer groups. In order to take advantage of the opportunities uncovered by your CX research, your stakeholders need to have the data translated into a relevant and easily understood story.
Share CX Knowledge Broadly
The knowledge gained from CX insights can be valuable to all of your company’s employees – from senior management through to those on the front-line. Ideally, key CX research findings should be shared across the organization, not just among management. Doing so maximizes the chances of identifying opportunities to improve your CX both directly and indirectly. Here are some strategies to consider:
Share insights promptly
Even before your action plan is fleshed out, sharing customer feedback in a timely fashion helps stakeholders understand which parts of the journey customers are enjoying and what areas need to be improved. By sharing this information up-front, you can help stakeholders respond quickly to address customer needs.
Tell the good and the bad
Sometimes, CX intelligence is only shared when there’s a problem. To keep employees highly motivated to consistently deliver memorable customer experiences, be sure to share positive customer feedback. If you don’t already, consider implementing a program to formally recognize or reward employees responsible for delivering a positive brand experience.
Tailor insights to the audience
Customize the content and format of your CX insights to meet the different needs of your internal stakeholders. The goal is to ensure that each audience receives the most relevant information in a clear and easy-to-understand format. For example, senior executives might prefer more of a key findings summary with recommendations. Marketing and customer service management will likely need greater detail in order to develop action plans.
At the end of the day, the ultimate value of your CX research program is measured by whether or not the CX insights uncovered are readily acted upon to improve your customers’ experiences. ‘Nice to know’ data sits on the shelf. ‘Need to know’ data is turned into action. The key is to quickly identify the most pertinent information and then put that knowledge in the hands of those who can act on it to enhance your customers’ brand experiences.
For more information on how to maximize the value of your customer experience program, we invite you to download our eBook, 6 Steps for Launching CX Insights.