An ancient Scottish proverb says “you can’t make a sheep fatter by weighing it”. Good CX leaders know that measuring customer experience is only one part of effecting change within the business. And just implementing a customer feedback measurement program is not enough.
In a recent survey MaritzCX has conducted among key CX decision makers in blue-chip organizations, 341 CX leaders from across a range of industries shared their challenges and successes in effecting change in the business. In total, just 22% said that their VOC program was very successful at improving business results. So millions and millions of dollars are being spent by organizations on improving CX – but by their own evaluation, only 1 in 5 believes their program is really moving the needle! It looks like it is time for a change for many organizations—a time to turn customer satisfaction measurement programs into outcome orientated CX management initiatives.
To create change, it requires all levels of the business from C Suite down to the front line staff to better understand the views of their customers. Recent high profile social media disasters experienced by companies show the potential reputational damage from letting customers down. The power of the web means that a bad experience can go viral in a matter of hours. A delay in getting the information to those who can recover customer issues can cost much more than just the dissatisfaction of that customer. Reporting of issues needs to be measured in minutes, not days or weeks and action need to take place in hours, not in weeks and months.
We asked our 341 executives what their key challenges were going forward. The top answers, with over 4 in 10 citing these, were
- Applying a formal process to integrate customer survey with other VOC data
- Linking customer survey measures to financial and other business results
- Integrating the VOC into “Big Data” initiatives
- Linking the VOC to internal processes and metrics
I agree. In order to be successful, organizations need a big data platform to see the issues arising and drive action into the business. Bringing operational metrics and business results into the same dashboard enables businesses to see the relationships and drive process change into the business. And with the combined support of the latest technology solution and access to advanced analytics teams that take CX data and help understand the linkages and drivers of real dollar values, businesses can successfully drive business outcomes from their CX strategy. Leveraging the power of predictive models within their programs, CX professionals can get ahead of the curve, become more pro-active with their customer experience strategies, can arm their C-level executives with the right advice to make the most effective changes to their business and their front line staff with the right action tools to better manage the individual customer relationship.
With billions of dollars of outcomes resting on driving change in CX programs, it is time for businesses to see, sense and act on the experience of every customer at every touchpoint, live – and to start doing so now.