3 Hot Enterprise Feedback Topics for Q2
Here’s a quick update on three hot topics from the show floors of two recent events that we attended — Next Generation Customer Experience and Customer Care Forum. These were two very different shows with two very different audiences and yet, some common themes ran through, so we wanted to underscore the importance of these topics as they apply to Enterprise Customer Feedback. We predict that they’ll continue to gather momentum as we enter into the second quarter of this already fast-moving year.
1. The importance of Employee Satisfaction. Customer engagement begins with employee engagement. Through the rest of this year and beyond, we’ll see more companies using Voice of the Employee (VOE) surveys to develop and monitor a better culture. This will, in turn, increase employee engagement and cultivate employees who treat customers better. Happy employees are contagious and directly infect the people they serve. Focus on VOE and it will positively effect VOC. Similarly, measure employee experience and its correlation to customer experience.
2. Customer Journey Mapping and Predictive Analytics. Yes, journey mapping is an ancient subject, but it’s one that keeps rising to the surface because ultimately, it really is an extremely valuable practice. While not cutting-edge, it’s still the first place to start when trying to improve CX. It sounds simple in theory, but understanding what your customers experience and what they expect from you can be a very challenging exercise when you roll up your sleeves and do it. However, once you do understand their journey(s), you can start to be proactive in bringing help to your customers before they even ask for it. Identifying pain-points and reaching out prior to them contacting you is truly a formula for success. This is closely tied to the Big Data subject as well; use the feedback data you collect to generate predictive analytics and anticipate customer expectations.
3. Self-Service and Omni-channel. Self-service is another well-worn topic that’s been around for a very long time but somehow continues to gather speed and attention. As more and more self-service channels emerge, customers prefer and expect to solve issues on their own. It will continue to be critical to make these interactions easy. Equally important will be the ability to access a live representative when needed. We recommend sending surveys after key engagement points (self-service and live) to continually measure service levels and satisfaction. This also brings up the huge topic of omni-channel. Throughout the rest of this year, we’ll see companies striving to put platforms and processes in place to enable true omni-channel services. This is both an IT / technical challenge and a journey mapping challenge. Leaders from various departments will need to come forward to head this mission.
So that’s the scoop from some events in March. But do you know where THE REAL action will be this quarter? It’s CallidusCloud Connections (C3), May 9-11th, in Las Vegas. This is the most important conference of the year for customer experience, sales, marketing, and learning professionals. Our CX track is loaded with great sessions, including thought-leaders Jeannie Walters and Annette Franz, customer presentations from Sony, Flight Centre, Royal Canin, and Houghton Mifflin Harcourt. And you may have heard — one Peyton Manning is the keynote speaker.