Customer Experience Management (CXM) is now a mature, proven business methodology. A methodology that due to advances in technology such as Big Data, can have far reaching effects upon the whole business.
As CXM has been adopted and adapted by major enterprises, we have seen a subtle shift from a purely Customer Experience focused way of working, where we aim to improve the customer journey, to raise customer satisfaction, to something much more proactive.
Marketing experts have now begun to embrace Customer Experience Management as a tool for helping to shape the customer journey, long before the consumer even makes a purchase. This is a far different way for CXM to be used than simply smoothing out the customer journey across all touch points to boost customer satisfaction driven KPI.
But the increased penetration of CXM as a business tool, comes with a few problems attached. Many companies are no capturing so much customer feedback, not simply in transactional manner using customer feedback surveys, but also from indirect sources of the Voice of the Customer such as social networking sites, consumer review sites and more.
Add to this the growing predictive analytics segment of the CXM market, that is capable of generating masses of indirect VoC data, and we have to potential for some serious information overload.
Put simply, traditional business reports just don’t cut it when it comes to conceptualizing the shape of such large volumes of VoC data. Furthermore, extracting actionable insights out of this volume of data is incredibly difficult using flat spreadsheets.
What we need is a way to simplify the process of coming to understand what the Voice of the Customer is telling us. We need some way to be able to visualize patterns that emerge. Some way to turn masses of Big Data in to almost instantly understandable insights.
What we need is a Customer Experience Dashboard. A graphical tool for taking masses of underlying VoC data, and presenting it as easy to swallow graphical charts and graphs.
Here at SandSIV, we have developed such a tool. We call it SandSIV VoC Visual. This is a completely customizable, visual dashboard, that can be used to monitor the Voice of the Customer in real-time.
VoC Visual can be configured at user level, allowing different CX dashboards to be made available to relevant business units.
Standard company KPI such as NPS, CSAT and CES, become much more than simple numbers on a flat report. Using VoC Visual, users are able to see the effects that business operation has upon these KPI in real-time. Drill down charts allow for extremely granular segmentation by any imaginable criteria. If you have the data, then VoC Visual can turn it in to something easy to understand.