Customer Experience and ROI
Have you looked at the latest numbers ranking companies on their customer experience? They are bleak, at best! Consumers are giving high ratings to only a select few. “In 2013, only 8% of the companies in Forrester’s annual Customer Experience Index received a top grade from their customers…” (Kerry Bodine)
Look, we all know, everyone wants satisfied, loyal customers. And yet, quantifying how and where their interactions could be made the best experiences has clearly eluded many businesses. Surveys, focus groups, call recording analytics and mining of social media sentiment only tells a portion of the story in a very disconnected way. With all the data available today the enterprise should have the ability to better predict and identify when customer experiences go off track. One approach is to look at the holistic customer journey across all channels. Journeys provide key life-cycle insights that have proven to be over 30% more predictive of consumer experience than single events or a given moment in time. Understanding cumulative cross-channel patterns builds a “truer” context of experiences—that’s our recommended quantitative approach. It’s all about the numbers: exploring empirical results often yields surprising results—and opportunities.