Many organisations collect feedback from customers and gather a lot of data from this feedback and other sources. Converting this data into result-oriented improvements and actions should lead to a better customer experience. However, not every customer experience (CX) management system clearly identifies how to effectively turn this data into courses of action. Here are three tips to help you critically review your CX management system.
Optimal use of your customer feedback system isn’t easy. Keep a few steps in mind. Think about what you want to know from the customer, and at what time. Don’t forget to view all the internal data that you already have. Use the correct methodology and systems to take a critical view of current measurements and tools that you use. Maybe they can use freshening up, or another approach can be taken to ensure that you are collecting the correct data.
Tip 1: Avoid too many questions
Many companies compete fiercely for customer feedback, often sending out numerous questionnaires after each interaction. They aim to gather insights that help make necessary changes to improve customer experience and foster loyalty. However, constant demands for feedback or unnecessary questions can irritate even the most loyal customers.
By collecting too much feedback, organisations risk becoming overwhelmed by the amount of data, which often goes unused. Instead, focus on gathering relevant data that drives action and improvement. Link customer feedback to existing customer resources to reduce the need for excessive feedback.
Also read: The future of Customer Experience (CX) for organizations
Tip 2: Don’t linger in a discussion about the numbers
Research shows that almost 40% of organisations working on customer experience get bogged down in discussions about the correct customer insights and scores, failing to convert insights into actionable improvements. Most companies use metrics like CSAT (customer satisfaction) or NPS (customer loyalty). Although NPS can link customer loyalty to revenue growth, many organisations struggle to turn these scores into targeted actions. They often debate the accuracy of the scores or focus too much on the scores themselves rather than on ways to improve them.
Focus on using your CX metric to facilitate relevant changes that enhance the customer experience, rather than getting stuck in discussions about score accuracy.
Tip 3: Use CX management tools to get the best out of the metric
Impacting results and converting data into follow-up actions remains challenging for many organisations. Often, their CX management tools don’t provide the right insights, leading them to gather excessive data rather than critically assessing their tools.
Data becomes valuable when you combine multiple sources. Use existing data as much as possible and link it to customer feedback to avoid asking unnecessary questions (such as which shop or branch the customer visited). Ensure that feedback provides immediate insights to the relevant department or employee, allowing them to translate feedback into follow-up actions.
A priority matrix sets KPI scores against their importance on all possible sub-variables, offering a clear and well-organised summary for each department, customer journey step, location, or employee. This helps you understand which actions will improve the customer experience and which processes to prioritise. By incorporating customer open answers, employees gain deeper insights into customer desires, making feedback more actionable.
Also read: Ten steps toward a customer centric organization
So, dare to view your CX management system critically. Are you asking the correct questions, and do you bother your customers unnecessarily? Does the organisation accept the score or is there discussion? And do you use the correct tool to enable you to convert feedback into targeted management information and actionable improvements? Or does it only provide a company-wide score and do you spend a lot of time on complex analyses and disseminate information?
With the CYS solution, you can easily measure customer satisfaction, loyalty, and enthusiasm daily. Link collected feedback to your internal customer and employee data, allowing direct translation into follow-up actions for each department or individual employee. This approach ensures that everyone within the organisation can work with customer feedback daily, driving continuous improvement.
