Simply having a customer experience management program is no longer a competitive advantage on it’s own – when it comes to competing on experiences, it’s table stakes.

In a recent study we conducted with Bain, 97% of executives said that improving customer experience is very important to achieving or maintaining a competitive advantage. 91% said improving customer experience is a top 3 priority for their company.

But with most organizations now invested in CX in some way, what do breakthrough brands have to do to take things to next level? How do they deliver differentiated experiences that have measurable impact? CX is no longer a new frontier, and there’s less room at the top for a brand to make a difference.

Here’s the 8 focus areas for organizations looking to go up a level and deliver truly transformative customer experiences:

Finding a signal in all of the noise

Few companies complain of having too little data anymore. It’s just the opposite for many. So organizations are no longer thinking about how to gather more data; they’re thinking about how to use it more intelligently.

That means actionable, real-time insights – like immediate alerts when things go wrong (or right) – and clear direction what they need to do to turn things around.

Channeling feedback to the right people

Anyone who spends time gathering CX data, knows that authentic customer feedback is organic and unpredictable. You can’t train customers to give you feedback in a way that ties to your org chart. Consumers complain to call center reps about website problems, and provide product feedback in social media store reviews.

Brands need to move to more customer-centric ways of gathering customers’ opinions. Focus on letting the customer share authentic feedback, and then let the technology do the hard work of routing it to the right teams.

Prioritizing like never before

It’s simply impossible to personalize every single touchpoint, for every customer. The good news is that customers don’t even expect that. They want the moments that matter most to them to be perfect, not EVERY moment – so CX teams need to get forensic in finding those moments and investing heavily in them.

Getting employees’ feedback, fast

Any CX team worth its salt knows that it needs to gets its frontline sales and service reps on the same side. That requires a two-way conversation where frontline staff are able to drive customer-centricity.

Most great employee ideas are left undiscovered. And that’s a real problem for organizations that desperately need innovation to stay one step ahead of competitors and continue to drive revenue.

Analyzing live chat conversations

Many brands are going all-in on chatbots and making them the future of their support programs. But they need to fit into a wider customer journey, and give users a chance to provide feedback within the chat experience, with in-the-moment opinions to help shape the experience.

Through the power of natural language processing and responsive chat experiences, organizations can quickly hone in on their customer’s exact issue without asking a lot of questions or disrupting the customer experience.

Managing online reputation and engaging with customers

Let’s face it, more customers talk about brands on social media than in responding to surveys. It’s a rich course of X-Data and one that’s often left alone in a silo away from the CX team.

Pulling that data into your existing CX platform will be a game changer. And putting it alongside a customer’s operational data opens up a new frontier for managing your social presence and knowing what’ll turn things around for an unhappy customer.

Taking a closer look at the call center

Call centers have now shifted to being core components in a brand’s CX program. A few years ago, you were limited to analyzing call memos or tedious call sampling.  But now, the technology exists to apply text analytics and machine learning to make sense of all that X-Data in those conversations.

It means we now have the tech to turn a contact center from a cost to a key driver of the CX, taking advantage of the close proximity of customers to employees to improve the experience.

Setting benchmarks beyond your own industry

The world’s top brands want to be the best, not just in their own industry, but in adjacent categories as well.

Every year, we learn so much from talking to our customers and attendees at X4 Summit and the trends we’re seeing have been validated in hundreds of conversations and feature requests globally and help make our product better. We’re now making global XM benchmarks available to all brands on the platform, making it easier than ever to compare yourself in real-time to organizations inside and outside of your industry.

To see all the feature announcements for the CustomerXM check out the press release from X4 Summit

 

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