The Science of Predictive Customer Experience Management

[JasonBrown]

Customer experience is becoming an increasingly popular topic, with many forward-thinking businesses thinking it can set them apart in today’s highly competitive landscape.

And they’re right — a recent study by Forrester showed that organizations with a cross-team CX approach were nearly twice as likely to have exceeded their top 2017 business goals. Compared to their competitors, experience-driven businesses grew their revenue 1.4 times faster and had 1.6 times the customer lifetime value of other companies.

Think back to a time that you had a great experience with a brand. Was it the variety in products that made the experience great? How about the price, or the speed of delivery? Did you interact with the brand through their website, through their social media, through email, or through multiple channels? Chances are you remember some, but not all, of the details. But, every detail counted and added up to the summative experience that you remember.

So with customer experience being more valuable than ever, and a customer’s perception of their experience being based on a number of different variables throughout their journey, you might think that you should be optimizing all of those different variables. But if you’re like most businesses, you’re going to be at least somewhat resource-constrained. You’re going to have to make choices on where to allocate your efforts based on which optimizations will matter the most.

Fortunately, there’s a method to Customer Experience Management. To figure out which optimizations will matter the most, start by asking your customers. Through surveys, you generate valuable data about what customers think about your company. Then, analyze the data to extract insights, make decisions, and get to work on the improvements that will elevate your customer experience and increase the success of your business.
https://cloudcherry.com/blog/predictive ... a-science/