On the face of it, the job of any CX leader is pretty straightforward: to measure, understand and close the gap between the company’s brand promise and the experience of its customers.
As any CX leader will tell you though, this is a lot easier said than done.
Across more than 15 years of studying the CX space, I’ve concluded that the reason that so many CX leaders end up as glorified firefighters—responding to one corporate emergency after another—is because they fail to accurately measure and diagnose customer experience gaps up front. As a result, they end up reacting to urgent needs (the latest social media firestorm or angry customer letter to the CEO). Without reliable data and actionable insights to drive a CX improvement roadmap, the job can feel like a game of “whack-a-mole.”
But why is it so hard to get your arms around the customer experience—to accurately assess what’s going on and figure out what to do to improve?
Much of the challenge lies in the way that CX leaders go about measuring and diagnosing the customer experience. Historically, the primary tool for measuring the gap between brand promise and customer experience has been the survey. While surveys can be a powerful tool for the CX leader, they can also suffer from low response rates, as well as a host of well-known biases (e.g. extreme response bias, recall bias, etc.). Even more challenging is the fact that, unless customers take the time to provide verbatim feedback, surveys will offer up scores (NPS, CSAT, Effort, etc.) but little more—making it incredibly hard to diagnose what’s actually contributing to customer experience issues. Put differently, survey scores—assuming you can get them—are helpful for the “what,” but not so great for understanding the “why.”
But what if there were a way to make measurement and diagnosis of the customer experience rich, actionable and effortless? What if you could leverage the massive amount of customer voice data you already have, such as recorded phone conversations and chat exchanges, to understand the true nature of the customer experience—what’s working and what’s not—without having to rely on surveys for the answer? What if you could predict the score a customer would have given you on the metrics you care about—NPS, CSAT, CES, etc.—without the customer ever having to fill out a survey?
These are the questions that brought our team at Tethr together with the CX product leadership team at Qualtrics several months ago.
Today, we’re excited to announce that Tethr has joined Qualtrics’ new voice partner ecosystem—bringing together the market’s most sophisticated conversation intelligence solution with the world’s leading customer experience management platform.
The ability to combine insights from raw customer voice data—phone conversations, chat and other asynchronous messaging exchanges—presents a massive opportunity for CX leaders.
The combination of Tethr’s ability to quickly surface rich, actionable CX insights from conversational data with the well-known power of the Qualtrics Experience Management platform, the benefits to CX leaders are numerous, including:
• The ability to tap into the largest voice-of-customer data set in the enterprise, delivering a massive sample size for CX analytics
• Elimination of biases often associated with post-interaction and loyalty surveys
• Far richer customer verbatim than what’s possible to obtain through surveys alone
• The ability to build predictive models on key metrics like NPS, CSAT and CES
• A “single pane of glass” for customer experience management
If you’re at the Qualtrics X4 event this week, don’t miss Webb Stevens’ CX keynote on Wednesday at 2pm where he’ll be unveiling the Qualtrics voice partner ecosystem. Additionally, come learn more about Tethr’s unique perspective on customer experience strategy and management Thursday at 4:30pm when I will be presenting The Effortless Experience: Conquering the New Battleground for Customer Loyalty.
And, of course, if you’re not at the X4 event, please contact us here to schedule time to learn more about Tethr and what this new partnership means for you.