If you’re not regarding all touchpoints when measuring customer engagement, you’re not getting the full picture of the customer experience.
Customer engagement doesn’t matter more in one channel than in another. All touchpoints must be taken into consideration for a complete account of how your customer feels about your brand, your service and your products. Customers are engaging with your business on your website, through social media profiles, on your blog, through chats, via email, over the phone and inside your store. Whether they’re speaking to someone in your call center or interacting digitally, there is so much you can learn about the customer experience as a whole if you listen to all the ways a customer communicates with your business.
Harness technology to listen across all channels
Inside every channel, instances of customer effort, frustration, confusion and feedback are prevalent. By drawing insights from all of these areas, identifying problems with things like digital platforms or the product experience is a given. Your business can take what they learn to create the solutions your customers actually care about. Your customers have already provided all of the insights you need and have given you feedback along their journey—you just have to learn to extract it. Using listening enterprise platforms like Tethr, organizations can gather intelligence from conversations and derive actionable insights in a timely manner.
Leverage real-time data for performance improvements
Once your business identifies the areas of improvements most substantial for the customers, stopping impending churn in its tracks, identifying areas for cost reduction and developing strategies for reducing customer effort is easy.
By looking at things through the lens of the entire CX journey, increasing customer satisfaction is nearly inevitable. Unfortunately, according to an Econsultancy report, 50 percent of businesses report not understanding the customer journey. But decoding the journey and the experience can be accomplished with a little CX mapping…
Map the journey for best results
A CX map portrays the process that every type of customer goes through when interacting with a brand. In a very visual way, the map organizes all possible interactions a consumer could have with an organization throughout the buying journey—and afterwards. In a broader sense, the maps aim to show how the brand fits into a person’s life.
By learning to map the experience, your business can gain a deeper understanding of your customers and how they interact with your brand. Using this information, you can roll out more targeted initiatives that increase retention.The more you know about what your customers and prospects are after, the more likely it is that you can meet their demands. The most satisfied customers will be your best brand ambassadors. Can you say free advertising?
Creating a customer experience map can help CX leaders identify all of the touchpoints, and analyzing the conversations that happen across those touchpoints is something platforms like Tethr can help you with.
Immediate benefits to drawing insights from all touchpoints
- Reduced customer churn: Magical things happen when you don’t stop listening to the customer once they hit the buying cycle. By diving deeper into the interactions that take place after the individual becomes a customer, enjoy greater rates of retention and more cross-sells/upsells as well as their loyalty.
- Better marketing: Figuring out how potential clients are interpreting and interacting with your materials helps you adjust your messaging accordingly. It can also prevent you from draining ad budget in areas that just aren’t yielding results.
- Effective sales training: Having clarity on which resources and sales content works best is a powerful tool in the hands of your sales team. Arm them with the best and watch sales go up.