Today’s oversaturated markets make it difficult to stay on top of all CX intelligence news and trends. To help you sort through the massive amounts of market information, we’ve gathered some of the best CX insights from 2019 that you might have missed so you can better prepare for 2020.
Insight #1: Optimize the feedback experience.
It’s what your customers want.
Did you know that 70% of your customers want direct feedback? Our survey revealed that consumers want to be heard, but not in the same way as before. Traditional modes of feedback like long-winded surveys no longer cut it. Users demand a beautifully designed experience that expedites customer service—without skimping on the service portion.
One way to achieve this is by integrating intelligent conversations in real time. Showing that you care as a brand makes customers more likely to tell their story (and for it to be positive). By building a customer-centric culture, you’re establishing not only trust between the brand and consumer, but you’re creating a more engaging and meaningful experience for everyone involved.
Insight #2: Build your employee experience index.
Gain CX insights from EX improvements.
It’s no secret that customer experiences and employee experiences are more connected than we think. As a result, business success cannot be achieved if one is neglected. However, it’s important not to treat EX and CX feedback the same.
As referenced by InMoment VP, Customer and Employee Experience Strategy Paul Warner, work and organizational psychology professor Dr. Wilmar Schaufeli suggests organizations focus on the three tentpoles of employee engagement: vigor, absorption and dedication. Building your employee experience index and taking effective action is extremely crucial for growth. By first listening to employees, then acting on those insights, you’re working to create meaningful changes that start at the employee level and trickle down to customers.
Insight #3: Create an effective listening strategy.
Ask the right questions.
You can’t predict customers’ needs, but with the right tools and information, you can better curate their experiences. Start by asking better, more relevant questions that allow them to tell their stories. Guests want to engage with a brand that makes them feel seen and heard, and takes their feedback into account. Creating an effective listening strategy that gathers the voice of guests and employees will also help you fulfill all their needs to create a better, more positive experience.
Insight #4: Take a more personal approach.
Treat your customers like friends.
When it comes to customer appreciation, it’s important to go above and beyond. Effective brands with stellar customer reputations are those who accommodate several feedback options. While some customers prefer a phone call, others feel that chatbots or email work better with their schedules. A more personalized approach facilitates stronger brand-to-customer connections.
Insight #5: Leverage feedback.
And then use it.
Surveys aren’t useful unless you do something with the results. It’s imperative for brands to use insights to capitalize on the unique things customers like about their brand, and quickly solve for things they don’t. Some organizations struggle to understand how leveraging feedback can lead to tangible change. As InMoment VP of CX Eric Smuda explains:
“Better experiences lead to happier customers, more brand loyalty and increased revenue.”
Useful, educational data comes from the intelligent tools that allow you to understand what your customers want. Companies wanting to stay ahead need to use metrics to develop stronger customer relationships that power business growth.
It may be the end of the year, but it’s never too late to adjust your CX strategy. By implementing these trends now, you can better prepare your business to deliver more profound customer experiences in 2020 and beyond.