If they haven’t done so yet, businesses ought to become acquainted with two relatively new concepts: customer experience management (CEM) and voice of the customer (VOC). Ventana Research defines CEM as the practice of managing the customer experience at all touch points regardless of the communications channel being used. To manage that experience, three types of systems are directly helpful: smart desktop technology to help employees deliver great experiences to customers as they are occurring; smart self-service technologies that support easy-to-use, Web-based customer service; and customer feedback management to collect and analyze survey responses, free-form comments and social media posts. This focus is part of my research on trends and best practices in customer feedback management and is part of my latest research agenda. We define VOC as reports and analysis of all customer-related data (structured, unstructured and event-based), not just analysis of speech or feedback.
Topics: Business Mobility, Call Center, Callminer, Cloud Computing, Contact Center, Contact Center Analytics, CRM, Customer Analytics, Customer Feedback Management, Customer Performance Management (CPM), Customer Service, Desktop Analytics, Operational Performance Management (OPM), Predictive Analytics, Social CRM, Social Media, Speech Analytics, Text Analytics, Voice of the Customer, Workforce Performance Management (WPM), Customer Experience, Analytics, ResponseTek
In my research area, a lot is said and written these days about optimizing the customer experience. Some say it is done by improving key performance metrics such as customer satisfaction (CSAT), net promoter score (NPS) and customer effort score (CES). Others say customer experience management (CEM) is the “new CRM”; some think it is part of a multichannel service strategy, and for others it is as simple as managing social media. In my view it takes all of these, and other efforts, to optimize the customer experience, and thus it is difficult for companies to achieve. Customer experience management is the practice of managing the effectiveness of customer interactions so the outcome meets the customer’s and the company’s expectations. In any case, the key question is how companies achieve this goal.
Topics: Call Center, Cicero, Cincom, Cloud Computing, Confirmit, Contact Center, Contact Center Analytics, CRM, Customer Analytics, Customer Performance Management (CPM), Customer Service, Desktop Analytics, MarketTools, OpenSpan, Operational Performance Management (OPM), Predictive Analytics, ResponseTek, Social CRM, Social Media, Speech Analytics, Text Analytics, Verint, Voice of the Customer, Customer Experience, Analytics, Upstream Works
Unless you have been on a long vacation somewhere without newspapers, mobile phones or the Internet, you must have noticed all the buzz about social media – some of it factual and lots of it hype. Over a billion people use Facebook. There are many millions of tweets on Twitter every day, and YouTube has become the place to share videos, whether for a laugh, for a company’s brand awareness or for training courses. The key question for business is how much of this is useful for commerce and how much is just socializing. I started researching this movement and its intersection some time back and last year spoke about Customer Service in the Social Media Age.
Topics: Business Analytics, Call Center, Clarabridge, Cloud Computing, Contact Center, Contact Center Analytics, CRM, Customer Analytics, Customer Performance Management (CPM), Customer Service, Desktop Analytics, Genesys, Information Applications (IA), Operational Performance Management (OPM), Predictive Analytics, ResponseTek, RightNow, Sales Performance Management (SPM), Salesforce.com, SAS, Social CRM, Social Media, Speech Analytics, Text Analytics, Voice of the Customer, Customer Experience, Analytics, Business Intelligence
Most of all, customer experience management is about a company delivering the optimal experience during an interaction. For example, during a conversation the contact center should ensure that the agent’s responses are appropriate to the context of the overall customer relationship and are personalized. The same should be true for a customer’s visits to the Web site, during chat sessions and in responses to mobile text messages. It goes without saying that the person or system involved in an interaction needs all relevant information about the customer, so responses meet the customer’s expectations while also delivering against business goals.