Today customers are in control. With the rapid adoption of technology, customers now know more about your products, services and pricing than you do, and their expectations are higher than ever.
In the age of the ever demanding and empowered customer, organizations need to adapt quickly to stay relevant. CMOs recognize that the customer experience is emerging as the new marketing and are turning to customer experience analytics to optimize the online experience.
A short while ago, I participated in a CX event in Montreal where, along with two colleagues, I explored how Customer Experience is the New Marketing. In my presentation, I shared how customer experience analytics is critical to the online experience and how its role is evolving from measuring and managing to recognizing and personalizing the visitor experience in real-time.
Measure to manage
Firstly, we looked at how a Voice of Customer (VoC) program, which collects customer experience analytics data, is a critical aspect of measuring and managing the customer experience. By engaging visitors in the moment of truth (i.e. At the most critical time in their browsing/shopping experience) with a short and focused survey, you can better understand the customer experience on your digital properties and whether it is meeting customer expectations. Furthermore, you can better align your resources to customer needs ensuring a greater return on your digital investments.
Recognizing customer experiences in real-time
The use of customer experience analytics is evolving beyond simply measuring and managing the customer experience. Today, customer experience analytics is being used to recognize customer intentions in real-time to help personalize the experience according to a customer’s immediate needs.
To learn more about how customer experience analytics is being used to recognize visitor experiences in real-time watch my full presentation which I recorded as an on-demand customer experience webinar below.