No more box-checking solutions. No more siloed technologies. No more parking an unhappy customer on a report for some executive to look at later. No more ‘Data At Rest’ waiting for someone to react to it.
Instead, design a strategy that puts ‘Data In Motion’ to drive business outcomes. This is the important CX 2.0 shift. From data-at-rest sitting on a report waiting for someone to read and react, to data-in-motion driving improvement.
If the customer is a promoter, then use them for promotion via automation.
Put your data in real-time motion to drive behavior and business outcomes. Maximize the search benefits wherever possible. If someone loves the service provided, collect the feedback and share it on social media, on company websites and other third-party review sites with automation. This makes a promoter, an actual promoter. It will create new business and can be used as a backlink building exercise to drive SEO traﬃc to your websites and through your marketing funnels.
If the customer is a detractor, fix it now and make them a promoter.
Often, the most powerful promoter was once a detractor. If feedback is unfavorable, quickly apologize to the customer, and escalate the issue to management. Have a customer care representative, a manager, or an executive reach out to them within minutes of receiving their feedback. Resolve the customer’s issue right then and there and seek to create another promoter. This will give brilliant insights into the customer journey, create quality processes and improve customer retention, employee training and behavior.
“Your most unhappy customers are your greatest source of learning” – Bill Gates
Customer Feedback should be automated
Collect and share the customer’s honest feedback. When possible, ask a question or two about the quality of service from the front-line employee. Use these questions to give each front-line employee a CX score to be added as a component to the employee’s compensation to drive employee behavior. Engage your employees by creating some fun competitions and annual customer satisfaction leader awards. Responses to the questions should provide real-time improvement in employee behavior and customer experience without needing any manual intervention.
Now you are ready to design a CX 2.0 strategy for your business. If you have a lot of siloed, disconnected technologies, you may need to start with less than the entire puzzle. You will get there, provided that you follow the rules and create a virtuous cycle that drives business outcomes. Here is a list of the rules that shift us from Data at Rest, to Data in Motion driving business improvement outcomes. In the next nine chapters, we will describe each in detail and share some stories learned along the way. For now, here’s a brief rundown.
CX 2.0: 9 Rules
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