No industry is exempt from the need to deliver superior customer experience, and none more so than the highly competitive technology sector. Improving customer experience requires listening to customers and incorporating their data and their feedback into your CX strategy. Data-driven decisions are key to success–and that’s a challenge.
Companies often possess rich information about customers that could surface issues and guide improvement. Unfortunately, the data is difficult to leverage because it is often siloed in different applications. Here are some examples:
- CRM: personal data, life cycle stage, revenue, renewal data
- Company’s application or database: in-product behavior, transactions
- Martech: engagement data such as email opens
- Customer communication platform: support tickets
- CX management platform: voice of customer data (satisfaction, loyalty, attitudes, emotions, themes, requests)
Wootric offers an integration with Segment.com that directly addresses this challenge, creating more ease for CX professionals, and unlocking a more data-driven approach to customer experience transformation.
Silo-busting with Segment and Wootric
The Segment platform makes customer data accessible throughout a company’s technology stack. Wootric offers a two-way Segment integration for full silo-busting power. With a single click:
- Customer data — traits, events, etc.– is available in Wootric.
- Voice of customer feedback from Wootric becomes available to other platforms.
- Segment installs Wootric in your software application to gather feedback from users while they are using your product.
Note: This process can also be accomplished in code and by using Wootric’s API, but Segment removes that friction. That means precious time and resources are saved. Also, with Segment, non-technical professionals can take the lead.
With access to customer data, CX professionals can analyze and act on an accurate, single-view of the customer. Here are several ways they are leveraging the Wootric-Segment integration to transform customer experience:
Building a more sophisticated customer feedback program with hyper-targeted, customized survey sampling
Customized surveys can be sent to specific customer groups based on traits and events from Segment. This enables CX professionals to ask the right question at the right time in the right language. Questions that are more relevant provide a better survey experience to the end user and garner more useful feedback.
For example, one Wootric customer is able to better understand variations in user onboarding experience around the world. Wootric sends each user a Customer Effort Score (CES) survey in their native language based on Segment traits. The set up of customized surveys and sampling with Segment can be accomplished in Wootric with no coding required.
Understanding the “why” behind CX metrics like Net Promoter Score
Even if your company provides only one service or product, your customers are not the same. Categories of users have different needs and are bound to experience your company in a slightly different way. Customer traits flow from Segment into the Wootric dashboard so analysis by customer persona or other attribute happens seamlessly.
Segmenting your data by customer traits lets you see, for example, NPS for particular user groups of your business and determine which groups are happy–and which are not.
Prioritizing areas for CX improvement
Qualitative feedback is a gold mine of data that can guide improvements to customer experience, and extracting insights used to be tough. Now verbatim comments can be auto-categorized by theme and sentiment in Wootric, and then further analyzed by customer traits and events from Segment.
CX professionals can easily explore root cause, pinpoint opportunities and risks, all without a data analyst or an engineer.
Automate closing the loop with customers
Unhappy customers deserve follow-up. When customer data is flowing between systems it is easy to trigger conversations and tasks that close the loop. For example, a detractor score in an NPS survey can trigger a case, conversation or task in a customer communication platform like Gainsight, Intercom, or Zendesk.
Business intelligence in CRM
Sales and Success teams have the pulse of the customer relationship at their fingertips when voice of customer data appears in contact records in Salesforce or other CRM.
Frontline professionals are able to have more fruitful customer conversations about renewal and upsell when they have the context of customer and account sentiment.
Targeted marketing such as brand advocacy campaigns
Marketing teams can capitalize on voice-of-customer data to build the brand. One example is to automatically trigger a brand advocacy request to promoters. Customers are more likely to write a positive review or provide a referral when they are asked to do so right after they have declared their love for a product or service experience.
Next level business analysis
With voice-of-customer feedback flowing from Wootric into your data warehouse, analytics visualization platforms like Tableau become more valuable. BI teams can combine behavioral data with customer sentiment for deeper understanding of the customer, and predict the business outcomes that will result from improvements to customer experience. .
Removing friction on the way to CX maturity
Customer experience professionals know that developing a strong CX strategy is only one step on the road to customer experience transformation. The Wootric-Segment integration accelerates the implementation phase of a CX program through immediate, seamless access to customer data. Read more about the Wootric-Segment integration, or request a demo today.