Trends from Recent Customer Experience Events
Members of our SURVE by Clicktools team recently attended two different customer experience events, which we wanted to report back on. Both the Next Generation Customer Experience conference (San Diego) and the Consero Customer Experience Forum (Miami) explored the latest in CX design and strategy, and addressed hot subjects like social, mobile, leveraging data, and understanding customer emotion.
A few takeaways on these most-discussed topics:
- Social: Companies are still streamlining how to integrate social channels with other service, support, and communication programs. Even the largest, most sophisticated organizations encounter glitches in who “owns” social and how to manage it. But, most agree on the endgame — build a digital community of fans, earning them through awesome customer service and smooth transactions all along the journey. Yes, this still falls into the “easier said than done,” category but there are great examples of how to do it well. Similarly, the holy grail of marketing is Word of Mouth, as consumers continue to tire of traditional sales pitches. Companies that create energized social communities usually have members who speak with each other as well as interact with the brand.
- Mobile: The statistics continue to astound. Here are few from Jason Goldberg of Fab.com at the Next Gen CX event, “Ten mobile devices activated for every baby born everyday… There are already more smartphones in the world than there are toothbrushes…80% of us check the phone before we get out of bed.” Clearly, mobile technology affects customer behavior in dramatic ways that must be addressed by companies of every size and across industries. Your customers expect to interact on mobile — no getting around it.
- Leveraging Data: As we continue to accumulate more and more data, the challenge is to use it well and wisely. Integrating customer feedback and VOC data into CRM or other systems that allow it to be acted on is critical. The customer experience improves as a direct result of how data (big and small) is intelligently utilized in all interactions, across channels.
- Understanding customer emotion: This is an emerging subject for smart companies striving to predict and replicate positive customer experiences, as well as quickly resolve and recover from negative ones. Using survey and text analysis solutions, these organizations are systematically collecting and monitoring emotional levels, with the full knowledge that how customers “feel” about you is proven to be just as important as what they think about your products.
If you were at either of these CX events, we’d appreciate your feedback in the Leave a Reply area below. Did we miss any buzz-worthy topics? Let us know…