According to the latest Customer Experience in Marketing Survey 2017: Greater Expectations, Greater Challenges, in two years 82 per cent of B2B CMOs expect to mostly or completely compete on the basis of CX, compared with 76 per cent for B2C marketers.
Meaning that competing on price and product or a combination of both is becoming much less important. This is big, really big, because creating great customer experiences will require tenacity, dedication, long term thinking, integration of data, collaboration and a cross company approach where everyone is involved. No. Mean. Feat.
https://which-50.com/why-the-customer-experience-matters/
The travel industry, one of the world’s largest industries, has changed drastically over the last few years as a result of digitisation. Digitally confident customers now seek more control of the booking process, making the demands for good (online) service even higher than before. So what does this mean for travel marketers? You guessed it, the Voice of the Customer must become a top priority.
https://mopinion.com/travel-companies-voice-of-the-customer/
Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might.
However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is being missed.
For those who have used sentiment analysis it is likely that you have experienced these inaccuracies – from skewed sentiment percentages and incorrect tagging, to completely missing key business insights.
https://www.marketingtechnews.net/news/2018/aug/16/how-were-missing-mark-consumer-sentiment-analysis/
One of the questions I am often asked by organizations is “How do other companies use customer feedback?” Fortunately, the answer to that question is simple because most organizations use customer feedback to create PowerPoint reports or Excel spreadsheets to track performance. They might tie results to compensation or be used to coach front-line employees. These are all good uses of customer feedback, but in many cases, lead to chasing a score versus driving organizational change. The real question should be “How do other companies take action on their customer feedback?”
https://www.business2community.com/customer-experience/havent-able-take-action-cx-feedback-02003718/
Are you sending out CX (customer experience) surveys days or even weeks after the customer interaction? If so, have you considered what the consumer’s experience of that might be and how that impacts on their perception of your brand? Or have you thought about some of the great opportunities the delay in your process precludes? Do you wonder what impact the delay has on future survey engagement or worse, customer loyalty?
These are some of the questions covered up in this post. The importance of capturing feedback in real-time should not be underestimated, particularly if you want to impact CX on an individual customer basis. While it is relatively easy to achieve in an online environment, it is much more challenging in a brick-and-mortar context, so I will offer some ideas on how to do it at the end of the post.
http://customerthink.com/why-you-need-to-capture-customer-feedback-in-real-time-and-how-to-do-it-in-brick-and-mortar-businesses/
Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start.
The problem isn't that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before.
https://www.cmswire.com/customer-experience/why-your-voice-of-the-customer-data-isnt-actionable-and-what-to-do-about-it/
The holiday season is in full swing. And while most ecommerce businesses have been preparing for this for months already, we can’t help but notice that many of these same businesses are missing one important element in their strategies. Sure, they’ve optimised their mobile apps, set up various discounts and promotions to reel customers in, and updated their merchandising strategies…But what about the customers? How are they experiencing the holiday rush? Are there certain funnels in which they’re struggling?
https://mopinion.com/tis-the-season-for-customer-feedback-heres-why/
