Five Best Practices for Customer Experience Management Programs

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Embed the voice of the customer into the fiber of the business

Companies that embed the voice of the customer into the fiber of their business, gathering feedback everywhere the customer is and delivering it to every employee to close the loop, get far better results than those that do not. Medallia found that 66 percent of its customers capture multi-channel feedback, which can include email, interactive voice response (IVR), online, mobile, receipts, and social posts — and the trend is growing. Having the right systems in place to capture customer feedback, deliver tailored insights and prioritize actions to every employee drives measureable improvement. For example, companies that enable their employees to access customer feedback "on-the-go" via their mobile devices achieve a Net Promoter Score (NPS) 11 points higher on average than companies whose employees don't.

The speed of mobile feedback from customers is increasing as mobile marketing adoption spreads, according to Medallia's recent release of its annual Customer Benchmark Research Study.

The report shows that organizations that engage their frontline, embed the voice of the customer (VOC) into their business, capture customer feedback from across channels, and invest in customer recovery achieve much higher customer satisfaction than those who do not.

To develop the benchmark report, the Medallia Institute, a unit of Medallia, analyzed hundreds of customer experience management (CEM) programs in the Medallia client portfolio. Companies fell primarily within seven industries: business services, financial services, hospitality, manufacturing, retail, software/Internet, and telecommunications.


Related Topics : Business Structure, CRM Solutions, Enterprise Software, ROI, SugarCRM

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