PHASE 8: CX MARKET LISTENING

Proactively collecting customer feedback (early and often) requires a consistent “listening” engine.

 

In addition to measurement of key customer interactions, your organization must keep a “finger on the pulse” of customer trends and sentiment beyond just your touchpoints with them. And these insights must be activated within your organization. An efficient market listening engine not only collects feedback, but it actively pushes that feedback back into the organization with actionable guidance.

Rapid Diagnostic

1. You have a clearly defined market listening process in place that includes multiple modes of collected market insights such as customer interviews, win/loss, and data collection.

2. Your feedback collection plan includes a process for analyzing the information on an ongoing basis.

3. You use automated and digital listening Deliverables to gauge CX (i.e. Cogito, web analytics, etc.).

4. You are capable of tracking Key Performance Indicators (KPIs) before and after a CX Design change has been implemented.

5. Your CX Design reporting provides insights into how CX Design effects your KPIs, including Customer Lifetime Value (CLTV) and Customer Acquisition Cost (CAC).

6. You have intuitive, graphical dashboards that visually represent the performance of CX Design.

7. CX Reporting is communicated to functional leadership and the field on a regular basis.

8. The organization can react to the insights collected in an agile and rapid manner such that changes can be implemented immediately.

9. The organization can make changes real-time based on feedback collected from the customers.

10. After feedback is collected and changes are made, your processes, training, and coaching Deliverables are updated immediately afterwards.

Deliverables

• Feedback Collection Plan

• Selected Feedback Collection Methods

• Reporting & Dashboard Design

• Feedback Communication & Action Plan

Go-To-Market Strategy
How a Marketing Leader Overcomes Common Outbound Obstacles
One of the biggest challenges among marketing leaders is being able to successfully reach an audience who wants to be engaged. Additionally, trying to retain or gain new customers is a costly investment.   Eric Quanstrom, CMO at Cience, joins us in...
Read More
Sales Strategy
The Impact of a Third-Party Perspective on Customer Experience
As CEOs and CMOs continue to invest in customer experience programs, many are starting to build internal teams responsible for measuring and improving CX.   Brad Christian, Chief Customer Officer of Market Force, challenges this approach.   In this interview segment, Brad unpacks why...
Read More
Marketing Strategy
How Top B2B Marketing Leaders Deliver the ‘Amazon Effect’ Through Customer Experience
Enhancing the Customer Experience (CX) has long been a strategic objective of B2C companies.  Most of us have experienced firsthand how companies like Amazon and Apple have created sustainable competitive advantages.  They create this differentiation not only with great products...
Read More
Customer Experience Strategy
75% of Customers Message Businesses to Make a Purchase—Including Yours
The Basics of Conversational Commerce   Uber has been credited with many disruptive Customer Experience Trends, so it’s no surprise that in 2015, Chris Messina coined the term “Conversational commerce” in a brief Medium article. Since 2015, conversational commerce has seen many...
Read More