In this guest post, Jason Mallia, Confirmit’s country manager for Australia and New Zealand, argues that as we advance towards 2018, we must start thinking about what the next innovations and trends will be to continue to drive viral, transformational change within our organisation and beyond.
While it’s difficult to truly predict what lies ahead for VoC and CX, it’s clear that change will start with those driving the program.
Over recent years, customer experience (CX) solutions, services and professionals have hit the mainstream – and for good reason.
Organisations have realised the value a voice of the customer (VoC) program plays in delivering insights into the customer experience.
VoC is now a fundamental part of a well-rounded CX program, increasingly so for B2B companies and as table stakes for B2C.
The growing importance of CX isn’t surprising. After all, it’s well-recognised that in many industries, customer experience has become a key player, with prices and even product features being difficult to use as differentiators.
With this momentum comes an evolution of best practices. As we advance towards 2018, we must start thinking about what the next innovations and trends will be to continue to drive viral, transformational change.
Getting executives on board
As CX practitioners, we know how important certain metrics are, such as Net Promoter Score (NPS) or repurchase propensity.
However, these numbers do not necessarily hit the mark with top executives.
It’s important to clearly show the linkage between CX metrics and financial and business metrics, as these are the sort of scores that executives focus on daily.
They may like the simplicity of one number, but one number is rarely sufficient for deeper-level insights.
In addition, the juggernaut of predictive analytics has arrived.
Leveraging predictive analytics in VoC and CX will help drive business change in the organisation by looking forward instead of backward.
For example, instead of worrying about what a customer’s NPS was last week, it’s about strategising on leading indicators deep within the experience that will predict impact upon customer, operational and financial metrics.
Employee motivation will become increasingly important
Many workers aren’t engaged at the level that provides fertile ground for great customer experiences – and haven’t been for years.
However, you can turn this situation around by demonstrating the importance of their role in the customer experience.
In the future, more organisations will focus on motivating employees to deliver better experiences.
It sounds simple, but it works. By creating viral change in the organisation, starting with frontline employees, organisations can kill the typical ‘command and control’ ethos.
This will empower and enable all employees in the organisation – from the bottom up.
Getting customer data and insights into the hands of the right people will allow for richer conversations, translating to added value for the customers.
This is great for customers, but also allows all employees to be engaged, authentic, and truly enjoy their role, because they know they are making a difference.
Silos will continue to be eroded
To drive action and change within an organisation, it’s critical to break down existing silos.
This will become increasingly important as CX evolves.
Organisational data silos can make it impossible for companies to get the kind of holistic, real-time insights they need to improve the customer experience, anticipate customer behaviour, drive organisational improvement, and maximise innovation and profitability.
One approach that companies can take to move things forward is to develop an effective customer journey map. This process relies on cross-functional collaboration, sharing and communication, and continual refinement.
This helps to break down some of the walls that impede delivering on the CX promise and promote an understanding of how everyone plays a role in the journey.
It will no longer be good enough to simply gather customer feedback, analyse and report on it, then drive tactical action.
These are becoming hygiene factors – things that help businesses improve, but don’t drive transformational change.
‘Find and fix’ will only bring you up to par. While it’s difficult to truly predict what lies ahead for VoC and CX, it’s clear that change will start with those driving the program.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]