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…

Why CX is so important

First things first, let’s recap why it’s so important to understand what your customers are thinking and feeling. Here are a few statistics that reiterate just why CX is such a big deal and why it’s so integral to business success:
  • 86% of buyers are prepared to pay more for a better brand experience
  • However, only 1% feel that vendors are consistently meeting their expectations
  • 54% of UK consumers feel more loyal to brands that show a deep understanding of their preferences and priorities
  • And 84% of organisations actively working to improve CX reported a notable increase in revenue
Basically, in a market inundated with choices regarding every product imaginable, it’s no longer enough for companies to rely on unique selling points or their brand strength alone in order to stand out from the competition. Almost more than a product, in today’s world in order for a company to stay ahead, they need to sell an experience - and that experience begins with the customer. In fact, two-thirds of a company’s competitive edge is based on the experience they deliver to their customers. So whether you’re a small independent coffee shop or large multinational corporation, without maintaining good customer relations and really listening to customer feedback, there’s no way you will able to make the improvements you need to continue to grow. 

VideoCX - Customer Experience Platform

How video can transform CX

But how can you transform your CX feedback to access deeper insights than ever before? There must be an alternative to traditional open text box responses or typical CX scores, right? Well, that’s where video comes in. Customer-recorded video is a fantastic addition to your existing feedback solution that can help you to really revolutionise your customer experience surveys. Collecting self-recorded video as part of a CX programme can help capture the real voice of the customer and drive a much deeper customer understanding. Video lets you see the stories behind your scores and makes your CX truly about the people behind your results.

Currently, customer experience measurement tools only provide the what - but in today’s world, you need to understand the why if you want to unlock actionable insights and drive real change. While the facts and figures remain critical to CX, in a world inundated with data, the C-suite won’t always be inspired by numbers and figures alone. Video can help you cut through the statistics and unearth real emotional insights, helping you bring your data to life by looking at your quantitative findings through a qualitative lens.

Customer-recorded video also allows your customers to share experiences in their own words, improving their engagement and helping them feel closer to your brand - making feedback an experience, not a chore. So by humanising your data in this way, you can truly get to know your customers, which in turn empowers you to tell better stories and identify opportunities for improvement. The result? Increased influence, excited executives and the chance to impact your entire organisation with customer video.

How you can use video in your business

So far, so good. But how do you go about using video to improve your CX programme? Well, a solution such as VideoCX is a complete end-to-end CX solution that allows your customers to easily share video feedback in addition to providing traditional CX scores. It can be your main CX programme, or it can sit alongside existing programmes - it’s completely up to you.

Basically, no matter how you want to bring customer stories into your CX feedback, there’s a video solution that works for you. Whether you want to utilise video in a new or existing programme, in just a few clicks you can capture, analyse and share compelling, self-recorded customer stories. And once your video data is captured, industry-leading video analytics will transcribe, theme code and sentiment score your content to find the insights you need in just seconds, so you can turn your customer stories into ready-to-share showreels in just a couple of clicks.

Let’s look at the two different ways that you can use VideoCX in your business:

Method one: Standalone Video + Score

In this method, customers have two choices - they can either take a traditional text and score survey OR take a video survey together with one score based question such as NPS, CSAT, or Customer Effort. Because this method uses video alongside a traditional score-based survey you can benefit from the power of video while supporting the stories you’ve captured with the statistics we’ve always captured.

This approach can be quickly set-up and used as a brand new addition to your CX feedback - collecting customer-recorded videos in a matter of hours. The powerful combination of data paired with visual stories makes your CX feedback more persuasive and makes it easy to capture, analyse and share the stories of your most avid promoters and detractors.

Method two: Integration Method  

Alternatively, if you want to stick with your more traditional survey methods, you can instead choose to add VideoCX as an open-ended question inside your current customer experience survey platform. Whether that’s Medallia, Qualtrics, or Clarabridge, VideoCX works with any type of survey solution and boosts the power of your scores with real customer stories to back them up. Integration is seamless and VideoCX is already being utilised by leading global brands to collect video responses within their current suite of feedback tools.

Regardless of the approach, the depth of understanding provided by video is unparalleled. The scalable nature of collecting self-recorded video via our customer experience surveys, paired with automated analytics makes it possible to capture hundreds of individual stories and extract critical insights to build a collective picture of customer emotions and sentiment. In doing so, we can better shape our brands, products, services to meet the evolving needs of modern customers.

Critically, this rich, visual feedback resonates with stakeholders at every level of your enterprise. As a result, you can close the feedback loop by ensuring your colleagues listen to, and take action with, your CX reports. Sound good? If you want to find out more about how VideoCX can work for you, click here to book a short demo with our team of specialists and explore the possibilities of VideoCX with Voxpopme.

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Topics: Video market research

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