The future of CX Measurement

Consumer Products & Retail

April 18, 2018 / 2 min read

Topics

Customer Experience

The future of CX Measurement

Innovation in customer experience measures and practices: surveys, data sources and analytics are evolving.

In a report on the future of customer experience measurement published by the Forrester agency, Maxie Schmidt-Subramanian demonstrates how specialists in customer experience can modernize surveys, tap into new sources of data and optimize analytics that drive operational strategies.

The author sets the tone by presenting upcoming trends and pursues with the resulting consequences and avenues for development.

The following are several trends related to customer experience measurement:

  • Communication methods are constantly evolving therefore measurement tools will have to follow suit: Voice control is progressively replacing keyboard writing in favor of the phone and consumers increasingly use photos and videos when interacting with a brand.
  • AI related technologies provide better means to measure, analyze and forecast: Artificial intelligence allows to increase the speed and precision of analytics. It also opens the door for new forms of feedback: images and videos.

To keep up with these trends, customer experience specialists must innovate. The following are a few avenues for development:

  • Modernize measurement tools: design visual, customized surveys; integrate surveys during customer conversations; ask customers to include videos and images in their responses and implement very short surveys.
  • Consider a broader range of data sources: insert surveys via chatbot following an online interaction; replace surveys with textual transcription analyses following a phone conversation; implement a system of transcription and analysis of interactions during online discussions; analyze photos and videos posted by customers on social media.
  • Optimize analytics that drive action: make use of AI to capture elements that trigger frustration among customers; use predictive algorithms to determine customers’ most likely reactions to specific experiences; measure, analyze and intervene in real-time; be on the lookout for trends and focus on the continuous improvement of customer experience measures; analyze the customer path to measure and improve cross-channel behaviors.

Source: https://www.forrester.com/report/The+Future+Of+CX+Measurement/-/E-RES137911


Latest news

Value Beyond Price: The Four Elements Shaping Customer Perception
In today’s competitive marketplace, value is far more than a matter of price. The phrase “value…
More
Making Every Interaction Count with the Customer Effort Score (CES)
Ever had an experience with a company that just felt like way too much work? Long…
More
Customer experience and mystery shopper: The winning duo for measuring and improving customer perception
In today’s economy, customer orientation is the major concern for managers operating in a B2C business…
More
Customer experience, a brand differentiator!
More than ever, customer experience is a brand differentiator, not only for retirement homes, but also…
More
The Importance of Customer Experience in the Senior Living Industry
When discussing the well-being of the elderly, it is essential to consider the importance of customer…
More
Google My Business: How to utilize the “Located in” feature
Is your business located in a mall? A shop or restaurant in a hotel? Or even…
More
Google updates requirements for company logos on their platforms
Google adds another requirement to make sure logos look good against white backgrounds
More
Taking Action to Build Customer Loyalty
How likely are you to recommend this restaurant to a friend, colleague, or family member? It’s…
More
Battle Lines of Customer Loyalty: Promoters vs. Detractors
In our last post, we talked about the importance of Customer Experience and how a Voice…
More
3 Ways To Better Manage Customer Experience
As a proud, hard-working food-service operator, you know every detail counts when it comes to securing…
More
2021 SaaS Awards
PUBLITECH (LOCALTRAC) Shortlisted for 2021 SaaS Awards
More
Google Takes Sustainability to Heart
While sustainability remains a critical core value in most of our organizations, having a sustainable culture…
More
Spotted, 2-Packs on Google Local Search Results
What does it mean when Google is currently in test mode? Is the 3-pack going away?
More
The Nemesis of Your Local Plan…The Idea Behind GMB Duplicates.
Google My Business helps your business get found in local search. When local customers are looking…
More
BACK TO BASICS : WHAT CAN POSSIBLY BE MORE IMPORTANT THAN YOUR WEBSITE HOMEPAGE?
Have you ever thought about what can possibly be more important than your website homepage in…
More