Two simple ways to go beyond scores and maximise the impact of your CX

Tom Higgins - 19/09/2018

If you’re a customer experience (CX) practitioner, you’re well aware that CX is a super broad, catch-all term for a variety of solutions and interactions that shape the perceptions our customers have of our brands. Stellar CX performance is dependent on the combined delivery of exceptional products, services and interactions. Failing that, as a minimum, we should be responding swiftly and appropriately to negative experiences and turning them on their heads.

As a result, a large portion of the modern CCO or VP of CX’s time is dedicated to collecting and interpreting feedback from thousands of customers. Modern enterprises use everything from survey-based solutions and social listening to text or voice analytics and user experience research to try and understand what drives customer behaviour and decisions.

Yet, understanding which areas of our businesses excel or undermine our customer experiences can feel like a daunting task - even with the abundance of tools at our disposal. Why? Because, to-date, our understanding has been based solely on aggregated scores - not genuine stories.

So how can you really get to grips with what your customers are thinking and understand the why behind their actions? Is there another way besides standard customer experience surveys that can allow you to unlock deeper insights? This blog explores two possible ways you can go beyond the scores and really bring your CX to life to ensure you are making truly customer-centric decisions. Read on to find out more…

3 ways video can humanise your research

Tom Higgins - 24/08/2018

Sometimes, the research we do isn’t always the research we need. In today’s modern, data-filled world, we’re all suffering from some form of information overload. On average we receive fives times more information than we did in 1986. And senior executives in every business have to juggle data from a plethora of sources and departments every single day. 

Differentiate or die: how video open-ends will revolutionise your surveys

Tom Higgins - 24/07/2018

If you want to understand what someone is thinking, feeling or doing, chances are you’ll ask them a question. How are you? What do you think of this? Why did you do that? Expressing how we feel and our likes and dislikes is human nature; we do it every day in conversation and increasingly share it everyday on social media. And when it comes to market research, the how and why questions give us the answers we need to get to the bottom of what people truly think. 

Open-ended questions are an essential way to uncover hidden truths that closed questions just can’t - which is why they are such an important part of market research. This perhaps explains why they’ve been ever-present in the online, self-completed data collection techniques that have ruled the market research roost for the past 15 years. Why? Because, in theory, the ‘open’ question allows consumers to share true feelings and in-depth insights outside the constraints of an NPS score or brand opinion rating while fitting in with the scalable nature of online surveys.

Sounds great, right? But unfortunately, something about the open text box just isn’t, well, ticking the boxes. Which is why more and more market researchers are turning to video market research and video open-ends to revolutionise their surveys…

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