Connecting the Dots to enhance Customer Experience Measurement – Feedback

A very insightful article was published by Mr. Chris Bucholtz on the 5 key technology trends businesses should adopt going forward in 2015 and beyond. Article Courtesy CallidusCloud.com.

The 5 trends in the article explores how technologies can enable firms to be more effective in their customer acquisition and retention processes:-

  • Complex Price Quotations
  • Customer Experience Monitoring
  • Content Marketing Tracking
  • Web Site Tracking
  • Mobile Sales Training

I would like to explore the point on effective customer experience monitoring and making the data work for you.

In many cases; firms do have multiple data sources within the organization but are unable to leverage the same unfortunately as the data lies in silos (technology / departmental); some of these data sources are:-

  • Transactional Surveys: It is essential for B2B firms to take stock after key interactions either a project milestone, product installation or program closure to understand the key expectations of customers and to what extent a firm succeeded on them.
  • KPIs / KRAs: Ideally the engagement KPIs which are tracked internally by the firm’s program management team should also be validated by customer feedback by sharing them in governance meetings.
  • Annual Relationship/Engagement survey: An annual engagement which polls the decision makers and influencers helps set the tone for the relationship for the next year; this looks at aspects beyond the current transaction / projects but aspects of business value, health of relationship and holistic feedback on customer touch points
  • Opinions of Internal Stakeholders: Insights from stakeholders in terms of win-loss analysis, risk trackers, key account plans can also be leveraged. In many cases this is most neglected data source.
  • Social Media listening: How a firm is perceived in social media forums (Linkedin /Twitter) and assessment of impact of webinars, marketing collaterals in terms of downloads & quality of leads generated is also a good indicator.

There is a lack of common framework or agreed approach to effectively draw insights from a strategic and operational perspective and also leverage the opinions of internal stakeholders to weave an cohesive action plan which can make a business impact vis-à-vis a check in the box approach.

Perhaps the agenda for 2015 & beyond is not doing new things but more about figuring out ways to “Connect the Dots” to effectively monitor our customer experience touch-points and drive customer value.

About Ganesh Jayaraman

Ganesh Jayaraman is Senior Consultant at Feedback Business Consulting Pvt Ltd. For more information on Customer Satisfication Improvement Programs, you can reach him at ganesh.j@feedbackconsulting.com

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