Monday, December 19, 2011

Key Components of a CX Framework - Part 3

This is the third post in a five-part series about the key components of a CX framework. 

Gather Data
The next key component of the CX framework is the data. For whatever reason, every time I hear the word "data," I am reminded of a scene in a Jimmy Neutron episode where he has an exchange with Sheen that goes something like this:

Jimmy Neutron: Well, the data seem to support this hypothesis.
Sheen: Never... argue... with... the data.

And there you have it. You now know everything you need to know about data!

OK. All kidding aside, this is the critical part of the CX framework. The Voice.

The Gather Data stage is, oftentimes, where companies stumble. Because this stage is about more than just surveys; it's about any and all data that pertains to the customer and the customer experience. This is also where the multi-channel experience gets tripped up because of disparate systems that make sharing of the customer data across the various channels impossible.

So let's look at some of the sources of customer data.  Keep in mind that, as I mentioned before, "customer" data also includes VOP, VOM, and VOB. Just as critical to include is VOE.
  1. Structured, solicited feedback: This typically comes in the form of a survey. I would strongly advise that you create a customer feedback map at this point to identify the various places within the organization that you are collecting such feedback from your customers. Time for a concerted effort!
  2. Unstructured, unsolicited feedback: Unstructured feedback is open-ended comments in a survey, while unsolicited feedback is also usually unstructured, coming from social media, blogs, and online forums and communities.
  3. Competitive data: This data takes the form of competitive benchmark surveys or secondary market research. It can be unstructured or structured.
  4. Non-survey customer data/metrics: Operational and financial data such as FCR, call handling, abandon rate, profitability, revenue, etc. is what I'm referring to here.
  5. CRM data: While #4 refers to company operational data, i.e., data from the company perspective, CRM data refers to the data from the customer perspective, so to speak. Purchase frequency, profitability, last purchase data, products purchased, last service call, etc. are examples of CRM data.
Compiling all of this data into one place is a real challenge. I'm not sure that anyone has mastered this. But in order to deliver a successful multichannel/omnichannel experience, all of it needs to be present and accounted for... analyzed with insights clearly spelled out... and easily accessible to your front-line employees in a format that allows them to deliver an exceptional experience for your customers. Without pushing relevant data and insights to employees - and a culture that supports data as a tool to deliver the best experience - talking about it is useless. And speaking of employees, they're up next in Part 4 of the series.

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