Today, with the ubiquitous adoption of technology, customers are in control and they are calling the shots. As a result, everyone from Gartner to Wired, is talking about how the customer experience can drive engagement, loyalty, and increase sales. According to a Gartner customer experience report, it found that 89% of companies plan to compete primarily on the basis of the customer experience by 2016. Furthermore, in Gartner’s 2015 Marketing Spending Survey it reported that #1 innovation project for 2015 is the customer experience. In a recent Wired article, Tim Pickard highlighted that, “Customer experience and innovation are not only unique selling points, but essential qualities for gaining a competitive advantage”.
In 2015, we live in a digital first world and the customer experience begins online. CMOs are realizing this and turning to voice of customer analytics to help them gain insight into why customers take the actions they do online. As CMOs prioritize the customer experience it’s important to understand that not all voice of customer data is the same. One of the first things I tell anyone that asks me about collecting the voice of their customers is that how you engage matters – different approaches deliver different results. It’s also important to ensure that the data you are collecting is aligned to your objectives. Measuring and managing the customer experience, is not the same as optimizing the customer experience.
On May 13th, I will be hosting a 30 minute live webinar on How to Optimize the Customer Experience. During the webinar, I will introduce a groundbreaking approach to optimize the customer experience that leverages cutting-edge recognition technology to identify and engage with unsatisfied visitors.