CUSTOMER EXPERIENCE
Deep listening on social media and leveraging a brand community - where you own your data - are among the best ways to go beyond the survey and gain customer insights .
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However , this raw feedback must be distilled into insights that are simple , clear , and actionable , otherwise , you ’ ll keep spinning your wheels . Here are some of the benefits of using deep listening and a brand community .
• Targeted insights lead to more conversions . On average , based on our research , a company with superior intel because of deep listening sees a 15 % increase in sales . You ’ ve got a better pulse on what your customers are saying , the latest trends , and the competitive landscape .
MANAGING SILOS TO IMPROVE YOUR CX
2 . BRING CUSTOMER CARE AND MARKETING TOGETHER DIGITALLY
Your brand likely manages hundreds or even thousands of interactions on a weekly basis , so you must strategically plan around digital media . Marketing helps shape the brand voice , while customer care creates an experience using that voice .
An editorial calendar can help keep these disparate teams on the same track . This calendar might look as simple as a spreadsheet or be a more collaborative omnichannel solution . With this type of collaboration , the customer care team can clearly see future marketing campaigns , from social posts to emails to media buys : which all will likely cause an influx in customer service requests .
These campaigns can also be promoted across your digital customer community to further drive traffic and action from customers . Instead of a blanket marketing email or post that frustrates customers with current issues , you can deliver the right messaging for the customer ’ s situation .
3 . MEASURE AND SHARE OFTEN
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If you ’ re not measuring your work , you ’ ll never know how to improve it . A distributed command center is one option . You ’ ll create visualizations of different CXs , how your team handles them , and other metrics . Share those throughout the organization and invite feedback on additional areas to measure .
Weekly stand-ups or highlight emails are great ways to quickly share what ’ s going on within each department . Use a survey tool or Google Forms to collect feedback and tangible examples of wins , areas for improvement , and ideas for senior management . The key is keeping these highlights brief : two-three sentences and a supporting visual should still be enough to get the message across .
Close these gaps , and you ’ ll see the rewards throughout your whole team . Those benefits include a unified brand voice and personal CX , improved employee satisfaction , more proactive thinking , and stronger results across your business .
• Manage your reputation . Because you ’ ll know what people are saying first , you can more swiftly handle potential challenges or surprise and delight customers who praise your brand .
• Gain in-depth market intelligence . Market research is expensive , but there are strategic ways to collect it . By better understanding audience perceptions and behavior , you ’ ll spot new opportunities without going overboard on cost .
• Consistent , valuable content from customers . A brand community lets you leverage your own data while gaining new feedback from customers . Over time , they ’ ll become brand ambassadors , sharing resources and answering questions from others . Those ambassadors are creating a consistent pool of content for your brand that benefits everyone who visits your website .
DEEP LISTENING ON SOCIAL MEDIA AND LEVERAGING A BRAND COMMUNITY ... ARE AMONG THE BEST WAYS TO GO BEYOND THE SURVEY AND GAIN CUSTOMER INSIGHTS .
As the digital world continues to grow , CX will only become even more critical . The brands that capitalize on their data and implement a VoC program into their CX strategy will position themselves for success .
But as always , understanding customers is an ongoing journey . Keep learning and asking questions to discover what makes your customers smile , and tick !
Chris Tranquill is CEO at Khoros . Chris has spent over 25 years in leadership roles focusing on the customer experience and helping companies gain insights from their customer data .