5 Biggest CX Challenges (and How To Solve Them With Technology)
What is your biggest challenge with customer experience feedback? How to read it, to implement it, collect it? To compile effective customer feedback, there is a lot of advance work required to ensure you’re creating a powerful program.
We recently hosted a webinar on “The Future of CX Technology” with Kyle Groff, PhD, a Senior Principal Global CX Strategist at Qualtrics, to discuss the biggest challenges in modern Customer Experience, and how to solve them with modern technology.
These are the challenges we addressed:
1) Low Response Rates
To measure customer experiences, you need data. Often times, CX professionals struggle with attaining the data they need to make decisions. Much of this is attributed to low, or decreasing response rates among participants. When looking at why response rates are low, we need to consider two things: the rates of open versus rates of response, and the rate of response on alternative channels.
For some companies, email response rates may be as low as 10%, but open rates of the surveys may be up to 15%. In comparison, while email response rates might be 10%, text response rates may be as high as 90%.
This data suggests that the challenge is not in the act of seeking feedback itself (customers tend to love giving opinions), but it may be in the actual channel in which the feedback is sought.
Solution: Omni-channel feedback requests
2) Too Much Qualitative Data
Receiving high volumes of qualitative feedback can be a blessing, but can also feel like a curse. In the case of copious amounts of qualitative data, the creator of the survey must determine how to best implement this qualitative feedback (and how to economize reading the responses).
When reading this feedback, companies often make two mistakes: not reading the feedback, or reading just a few comments. Who has time to read more? But in order to get the entire picture of the customer, it is important to understand the full range of feedback. So how do we read this data efficiently?
3) No Way to Leverage Results
Collecting the data is easy (okay, it can be easy if you know how), but learning to leverage the data correctly is an entirely different challenge. Yet, in order to actually drive ROI from a CX program, the results must be turned into effective programs. How do you learn to leverage that data other than hiring an expensive consultancy? The most effective method is to leverage the tool for predictive insights.
4) Data Gets Stuck in the C-Suite
Everyone needs experience data. From the C-Suite, who needs to understand the performance of business units, to the Customer Success team, who needs to create effective one-to-one interactions, CX data can help inform all areas of the business.
Companies lose more than $83 billion annually due to poor customer experiences. Yet, without a proper CX implementation, that data can get stuck in a reporting center, without a way effect real action on the front lines.
Solution: Closed Loop Feedback
5) Inaccurate Feedback
When collecting feedback, it is essential to ensure the feedback is accurate. There are a few factors that contribute to inaccurate feedback: improper asking of questions, poor sampling of users, and delayed requests for feedback.
Customers are most primed to provide effective feedback when interactions and details are fresh. In other words, a respondent will provide more effective feedback right after an interaction than they will even the next day.
The same goes for advocating your brand – catching someone in the moment post-interaction, they are more likely to take a follow-up interaction to share about the positive interaction. How do you ensure feedback is reaching the customer at the right moment?
With today’s technology, it has never been easier to understand and act upon your CX feedback, and with the number of businesses in the market, the stakes have never been higher. It is time to meet your customers, and your stakeholders where they want to give, and to process feedback. To learn more, check out the CX webinar.