5 Critical CX Insights You’re not Gathering Today

[JasonBrown]

Insights shine a light on hidden opportunities. CX insights can help you connect experience to your business goals, beat the competition and deliver a consistently delightful experience to your customers. Gaining insight is essential to your success.

At CloudCherry, we want to disrupt the customer experience industry. There’s a lot of noise out there about what CX teams should be doing. But rarely do platforms actually deliver on the thought leadership they put out through their PR efforts. Did you know – every time a buzzword is used, an influencer gets their wings?

Thought leadership is nice, but action is better. Here are five insights that your CX platform is probably not equipped to gather (but should be)

Journey-based insights
Everyone is talking about journeys. Everyone! But 99% of enterprises don’t bring those journeys into their CX programs. Most journey mapping exercises start out great with gathering everyone in a room, brainstorming touchpoints and designing a visual journey of how customers move through their interactions with your company.

However, that’s often where it stops. If you’re lucky, you might get your design team to take the sticky notes off the wall and put together a well-designed map. Most teams will never look at their journey map again – and very few companies will actually use it to inform their CX strategy.

Here’s how this needs to change. Your journey map is the most critical document your CX team has available to you. It helps you understand the context around your customer’s interactions with your company. It should frame every decision and every conversation you have with your customers. For example, as customers are becoming familiar with your product or service, you can send them relevant information at each stage in the journey to move them forward. Even better, you can see how each conversation resonates through NPS and CSAT feedback. The only way to do that is to bring your journey into your CEM so that you can coordinate activities along the journey.

Journey insights move your team from running surveys to having real-time, contextual conversations with your customers.
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