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…