10 Problems with Your Current CX Strategy

CloudCherry | February 20, 2019

As customer experience gains more traction and more maturity as an industry, the technology is running double time to keep up.  

CX platforms are being acquired for billions of dollars. We’re no longer in the days of archaic survey collection tools and long, expensive strategy analysis. Today’s platforms (and CX teams) need to advance their capabilities to compete. Here are 10 ways your customer experience strategy needs to evolve to keep up with the best in the business.  

It’s not really omnichannel 

Most teams understand that customers want to connect with them on a variety of channels. From browsing on mobile when shopping in-store, to following brands on Instagram for product updates – your customers are spending more time with you in non-traditional ways.  

CX teams have a big opportunity to connect with customers here. In the last few years, a “mobile-strategy” has consisted of having a mobile-optimized survey, and a responsive website. But that’s not enough. A truly omnichannel strategy meets customers where they are when they need it. Imagine a customer walking into your store, pulling out their phone and seeing an SMS linking them to your current specials.  

At CloudCherry, we want your CX strategy to flow across as many channels as makes sense for your customers. That’s why we include access to all 17 of our channels in every contract.  

It’s not real time 

Real-time CX happens at three points: during go-live time, making real-time changes on the fly, and following up on customer feedback.  

Most platforms talk about an easy set-up process, but do you start seeing insights on day one? When you start with CloudCherry, we go from zero to insights in less than 48 hours so you can start improving your CX right away.  

Secondly, your team needs to be able to adapt your understanding of the customer journey in real-time. If you’re in the middle of a meeting and discover there’s a new friction point impacting customers, how long would it take to add a new touchpoint with your existing CX platform? A real-time solution would let you pull up the customer journey in the meeting, add a touchpoint and start gathering insights right then.  

Finally, in 2019 receiving real-time notifications from detractors is table-stakes. But still, some providers are trying to sell nightly batch uploads as “real-time.” Instead, real-time notifications should be getting even better. As soon as a customer indicates they have an issue, it’s possible to have your CEM create a ticket in your help desk along with any other context they have, like the customer’s past purchasing history and other survey responses. Real time contextual notifications help your support team provide magical support to every customer, in order to rescue a potentially bad experience.  

It’s not self-serve 

CX isn’t a set it and forget it function. Things are constantly moving and changing and your technology needs to be just as adaptable. In any one week, you might want to set up a new dashboard to monitor new initiatives, create reports for a new manager that just joined, or add a new survey question to investigate a new theory. If you need to submit change requests to a system administrator or your vendor for every change, you’ll always be one step behind.  

Instead, your technology should be simple enough to empower the team to make changes themselves. Can you do it in real time without getting professional services involved? That’s the real test of self-service CX software.  

It’s reliant on expensive professional services 

Including a professional services fee in contracts has become almost standard now. But when we break down what that fee is actually doing for your CX strategy, it’s usually hard to see any real value. In fact, most CX platforms are just charging you to set up their own difficult to use solution, rather than taking the time to build a solution you can use yourself. Ask yourself, is this professional services fee just billing us for their inefficiencies, or is it a way to truly make your life better?  

90% of the set up for a new CEM solution is standard – so why are you being billed for it as a professional service? If you pay for expert help, it should only be in a consultative role or doing a bespoke integration.  

It’s not using advanced integrations 

Your company collects a ton of information about how your customers act and who they are throughout everyday interactions. But this information is stored in systems across different departments and teams, which makes it inaccessible for your CX strategy. Integrations pull your data together into a usable format.  

Some platforms will allow you to view data from other sources in your CX dashboard, but not use or update it. Some will only upload new information once a day, or once per week. Many platforms will charge an arm and a leg for “integrations” but they are really being run by a person behind a curtain, manually uploaded new data. For advanced CX strategies, make sure you ask the questions to ensure you’re getting proper integrations:  

  • Are they 1-way or 2-way integrations? 
  • Can you push and pull information between systems?  
  • Are they real-time, always on integrations, or are they updated asynchronously?  
  • What’s the cost of adding additional integrations down the line?  

It’s only customizable to a point (or with a cost)  

Everyone has been in this situation: you think up a new initiative or survey you want to run, take it to your vendor and get hit with hidden costs. “Oh, we can do that…but it will cost you.” With many CX platforms every single customization or new dashboard or report or channel will add additional unforeseen costs onto your contract.  

But the success of CX depends on making the data and tool available to everyone. Whether it’s a regional manager that wants a new report or the product team that needs to slice data and survey customers another way – everyone should have access to customer experience data. Charging extra for additional access is a counter-productive barrier to success. At CloudCherry we want our customers to get as deep into the product as they can, create as many surveys as they want and use our platform as powerfully as they can. So we don’t charge for extra channels or dashboards. We’ll even suggest changes that we think would be beneficial to you!  

Create the CX movement in your company and get everyone on board – without having to justify the cost of extra seats and customizations.  

Ad hoc surveys are dead – long live the journey 

Managing the customer experience through customer journeys provides context for each touchpoint. If you look at a single moment in time during a customer’s journey, you may get dramatically different insights. It’s only when looking at the big picture that you can see how a customer’s experience comes together.  

One great transaction doesn’t guarantee a return customer anymore than a mistake guarantees losing a customer. Customer experience cannot be measured by one moment in time, or by a single function. The customer experience is defined by the sum of the positive and negative interactions each customer has with your brand. 

It’s based on correlation, not causation  

Because correlation analysis is easy, it’s often the first method of analysis many teams rely on. This looks similar to the statements: if cashier friendliness increases, customers are happier, so we should keep doing that. Or 50% of our detractors went to the store in New York City, so that’s the issue. But correlation analysis can often miss the true driver of customers behaviours.  

What we need to do instead is find the causal relationship between experiential factors. At CloudCherry we use path analysis, a form of statistical equation modelling, which helps to uncover the next proximal cause.  For example, the issue impacting customers going to the New York City store isn’t the location of the store – it’s the fact that the store is located on a high-end street, and customers aren’t being welcomed at the door as they expect. With path analysis, you could uncover how important welcoming customers to the store is, particularly in the New York store. 

It’s not helping you calculate your impact on the business  

If you’re investing in customer experience, you need to understand the return on investment you’re seeing. Are the improvements increasing revenue? Decreasing churn? By how much? Are you able to directly ascertain how CX improvements impact financial metrics?  

While most platforms will show you reports and dashboards on your survey responses, getting tangible results out of your CX platform can be tough. If more customers are happy with the speed of service, what does that mean for your bottom line? In most cases, your guess is as good as the software’s.  

You need a direct ROI model to prove your value to the business. Pick the anchor metric that matters to your executive team (either ARPU, NPS, or churn) and your CX platform should be able to connect the dots to show how the trends of customer’s survey responses impact financial metrics.  

It’s descriptive, not predictive 

Summarizing survey results only describes the current state of your customer experience. It doesn’t tell you what you need to do in order to improve it. Predictive analytics takes the impact analysis and tangible ROI calculations to tell you exactly what actions will have the biggest, quantifiable impact on your CX.  

For example, you might survey customers about the wait times in their local branch. They respond that, on average, 50% of them are satisfied with the current wait times, which are around 7 minutes. Do you know exactly what will happen if we reduce wait times from 7 to 2 minutes, what will the impact be?  

Finally, is this predictive analysis happening in real-time in the product? Or is it being calculated by analysts and delivered in reports a month later? Real-time predictive analysis means that you can act quickly and take advantage of trends before your competitors do.  

Conclusion

Leveling up your customer experience strategy requires technology that is as flexible, adaptive and real-time as your team. Identify where a new platform might provide that extra boost you’re looking for, and give us a call for a demo of CloudCherry.