Managing customer experience has become increasingly difficult because an organization's experience is impacted by nearly every department. Plus, to get executive buy-in to invest in customer experience (CX), processes and technology are needed to track CX programs and quantify their impact on the bottom line.
In my role, I get to talk with marketing and customer experience leaders across industries who work in organizations of all sizes. While each leader is focused on solving their organization’s unique problems, they all agree that competing on customer experience (CX) is a key priority— because when their customers have a good experience, their business directly benefits.
We founded Centriam with a simple vision: help companies get more value out of data to become more customer centric. I strongly believe that organizations who put effort into understanding customer behavior and act on those insights will have a tremendous competitive advantage over the long run. So our goal has always been to develop tools and solutions that drive a customer-centric culture and enable companies to build deeper customer relationships to improve customer experience.
You are serious about customer experience (CX). You want to collect feedback. You need to learn more about your customers’ pain points and needs so you can increase their loyalty and retention over time. Great! With a high-level strategy in hand, one of the first technology decisions to make is deciding which customer feedback tool to purchase. The most common practice is to utilize a traditional survey tool since there are many to choose from and they are inexpensive. So you pick one, sign up, upload a list of emails, build your survey, send it out, and wait for the responses to come in. And on to the second survey and so on. Mission accomplished. Well … maybe.
Scott Brinker's most recent Marketing Technology Landscape famously touts 5,381 different software solutions. Software choices are obviously growing, but this abundance of choice fuels confusion. This bewilderment is further fanned by aggressive marketing and an alphabet soup of technology acronyms.