As your company grows to enterprise levels, you need to expand your CX program. You’re already focused on the entire customer journey, closing the loop with customers, and using advanced tools like text analytics to automatically identify issues as they arise. But there’s more to be done.
Now it’s time to build an expert-level CX program! This upgrade calls for:
- Experimenting to understand what does and doesn’t work for your customers
- Using new channels to get the voice of the customer (VOC) to the right person in your large organization
- Learning the math behind effective segmentation
- Pulling CX data into new types of models
One of the main changes from previous levels of CX is the idea of preemptively helping your customers. You can only do this by understanding your CX drivers and learning to predict when customers might be struggling before they tell you about it.
Are you ready for the challenge? Of course you are!
Expanding and targeting your program
If you’ve been with us through Early Stage CX and Growth Stage CX programs, the 3-stage customer feedback model will look familiar. In the Expert Stage, however, you’ll add sophistication to your activities.
Let’s dig into these areas, define the new activities, and get your CX program leveled up to the Expert Stage.
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Step 1: Listen
In previous levels, we’ve focused on expanding your insights across the customer journey. Expert Level CX requires a more strategic take on listening by asking questions targeted to the improvements you want to make and expanding your listening posts.
Consider new questions
In the Growth Stage, you collected hundreds of responses to take customer pulses and understand what they liked and didn’t like about your offerings. Now you’re processing thousands of responses to gather data on specific customer needs, new product features, or potential pain points in the customer journey. Gathering this level of data is a powerful way to get to the heart of pressing business concerns, which requires more targeted questioning.
Let’s say your company is specifically looking for customer input on product features. In previous stages, the follow-up question to your micro-survey was the simple “Please explain your score.” While that question has given you a wide variety of helpful information, only a percentage of that feedback has addressed product enhancements. You’ll want to change that question to a more targeted one like “What product feature would you like to see improved or added?”
Create a targeted sampling
Sometimes you want to address a subset of your overall users. Maybe you’re looking to receive better data and better UX information on a specific group of users, or maybe you want to direct different customer segments to take different actions after they respond to a survey. A targeted survey strategy lets you control who gets surveyed when and where. You may also customize the version of the survey a specific customer segment will see. Whatever your company’s goals, an Expert Stage program makes distinctions within the user base to optimize the customer experience.
Monitor more customer feedback channels
Just like any listening program, your CX program needs to extend to all the places your customers are leaving feedback. Those customers are hyper-connected, and they’re providing feedback wherever and whenever is convenient for them. Yes, every piece of feedback to your NPS, CSAT, and CES surveys is essential. And so is every bit of feedback on social channels like Twitter and review sites like the App Store, Yelp, and G2. Make sure you’re collecting and analyzing all of it.
Stage 2: Learn
In previous stages, you learned to identify themes within your feedback and use machine learning to automatically categorize feedback and analyze the sentiment. Now you need to build your CX program to handle learning at an enterprise scale.
Use a CX command center
As your company and your CX program have grown, you’ve likely found yourself inundated with Voice of the Customer feedback that goes beyond survey responses — from support tickets to social channels to user interviews. The trouble is, this data is all over the place, siloed within different teams.
Only by unifying the VoC perspective can you use it to guide improvements to your customer experience. That Expert Level CX requires a systemic approach to aggregate and analyze customer feedback. It necessitates a single source of CX truth across your entire company.
When you’re at the enterprise level, it’s time to invest in a CX analytics software platform. This technology enables your CX program to:
- Ingest and analyze all your VoC data in one place, regardless of the data source.
- Slice and dice data — at scale and in real-time — to provide deep cause analysis.
- Alert you to new trends and anomalies.
The ability for everyone to access and activate data is what separates decent CX programs from expert CX programs. It allows teams across the company to make data-driven, customer-focused decisions. It allows you to predict your CX program’s business outcomes and thus decide where to focus your resources. When everyone at the company has easy access to the same data and customer insights, great CX can happen.
Stage 3: Act
Previously, you’ve been able to evangelize CX data, alert teams to problems, and close the loop with customers. An Expert Stage CX program lets you take preemptive actions and create a mature routing system for your customer feedback.
Help your users before they know they need it
Your earlier-stage CX programs gave you tools to react quickly and effectively to customer issues. Expert Stage CX concentrates on proactive, preemptive actions. The same CX platform introduced above in the Learn stage will let you anticipate the customers who might have a challenge.
How does that work? Well, let’s say there’s an uptick in customer churn. You’ve used segmentation and modeling to discover that a particular feature or event is associated with first-time users churning. AHA! Now you can take action to preempt that pain point. It can be as simple as having Customer Success alerted whenever new users approach this problematic point, so someone can reach out to help users through a chat window. And of course, you can have the product team working in the background to update the product to eliminate this problem.
Provide tools for multiple stakeholders
As your CX program grows, you may have hundreds of people across many different teams interested in Voice of the Customer. That’s an excellent situation for CX! It’s also a more complex situation for you to handle than in earlier-stage CX. You need to:
- Quickly get the data to the right people.
- Empower everyone with self-service access to that data.
- Make it happen automatically.
And that requires custom dashboards and a more mature routing system.
While all customer feedback is valuable, custom dashboards let teams across your company monitor the specific things they care about. For example, a team-specific dashboard would allow the support team to view reports focused on agent performance and the support journey point. The product team’s dashboard view would highlight feedback gathered in-app about a feature. Digging down deeper, a product team could have a different dashboard for each product line. Custom dashboards ensure everyone sees the information most relevant to them.
You also need to up-level the way you communicate customer feedback to the appropriate teams. One of the best ways we’ve found to tackle this is via a weekly digest, using tags to email the right people. In practice, the Product Manager for a product feature X would receive an email every Monday morning. This email would contain every customer response mentioning feature X. The customer would remain front and center during product development, thanks to this weekly digest.
At large enterprises, we’ve seen email digests go out to hundreds of individuals, and they quickly become indispensable to the organization.
Up-level to expert
In the Expert Stage, you’re able to scale your CX program to enterprise level. Up-leveling your program requires listening more broadly and asking more strategically targeted questions. It necessitates more advanced CX technology to both process data and uncover insights at scale. When done right, the program enables you to become less reactive and more preemptive. By building and employing an Expert Stage CX program, you’ll see your efforts more closely tied with business success, and you’ll help entrench a customer-first mindset at your company.