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Marketers should focus on three pillars related to today’s Customer Experience Management (CEM): Listen, Learn, and Act.
That is according to Peter Oxley, Vice President Global Marketing, ResponseTek, who was the featured speaker during Thursday’s Loyalty360 webinar, “Time to Get Personal – Tips to Personalize Your Customer Journey.”
Oxley outlined the three pillars for effective CEM:
Make it easy for customers to share real-time feedback on key interactions wherever they occur – contact center, retail locations, field operations, web, or social.
Using proprietary analytics, we translate customer feedback into key performance metrics, and dashboards that inform the entire organization about mission-critical improvements.
Empower your frontline to close the loop with the end customer by triggering alerts and managing corrective actions that must be taken:
This is where the majority of company’s fail in the CEM initiatives
A staggering 71% of respondents say that their VoC program is not successful in driving action.
Only 29% of respondents said that their programs are fully or mostly effective in driving actions. However, it’s unclear as to whether they know this for sure because only 22% said that their programs are fully or mostly effective at tracking improvement projects.
CEM Personalization focuses on customers (Customer Feedback; Closing the Loop) and employees through:
CEM personalization, Oxley explained, means tailoring the experience throughout the customer’s journey to get the most out of the data, insights, and actions made possible by a CEM platform:
To do this we need to focus on both the customers and the employees.
The focus on customers means how to apply personalization in getting the right feedback at the right time and how this impacts the customer issue resolution process.
The focus on employees is also a very important part of personalizing a CEM program because it drives frontline engagement and the effectiveness of coaching and training made possible with a CEM platform.
Effectively “listening” to customer feedback is crucial, Oxley told attendees.
Deliver the right survey, at the right time, to the right customer:
“Smart” Surveys Use Logic & Branching
Many techniques and logic flows available to create smart surveys including:
Regarding an omni-channel customer journey, Oxley said marketers need to “listen everywhere”:
Eliminate silos over time (Product/Channel)
Transforming a business with CEM Personalization encompasses the following:
Empower your employees by providing the tools, insights, and authority they need so they can do a better job, Oxley said:
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