Technology is at the heart of being able to provide a next-level customer experience. And while your CX is only as good as the humans that deliver it, their ability to do so is contingent on the efficacy of your tech stack. CX technology has advanced at staggering speed – many organizations struggle to keep up, others are mastering the use of journey analytics and orchestration, customer health dashboards, chatbots, social media scraping, marketing automation, sentiment analysis and more. The jury is in, and those that take advantage of these tools are pulling ahead.
So how do brands stay abreast of the CX tech wave with efficiency and ease? It’s not as simple as throwing money at the tech tools and hoping something sticks. The interconnection of people, processes, and data is required to integrate and operate these omnichannel tools successfully. Some of the important requirements of a powerful tech stack would include that it be built in the cloud with cloud technologies, and be fully scalable while solving your current needs. It should also be flexible enough to allow for frequent changes, enable a single view of the customer via connected data, and ultimately, empower the user.
Let’s talk about one of the primary playbooks that will help you deliver the delight of an effortless customer experience. Voice of the Customer (VoC) is the newest technology interface that merges feedback collection, analysis and action into a single, interconnected platform, allowing brands to understand and improve the customer experience. And the leaders in the field go far beyond the classic “survey” model in pursuit of listening to their customers. True, integrated feedback comes from a range of touch points including website, email, text, call centers, CRM, social media, and the sales transactions themselves. Ultimately, without VoC there is no customer experience tech stack.
Another important CX technology is the customer health dashboard, which can help to raise the bar from an average customer experience program to a great one. These finely tuned platforms analyze financial, operational and behavioral data to create a dynamic picture of your customer experience in real-time. A customer health dashboard can engage personnel at the leadership level, by offering compelling snapshots of business health at the CX level – could anything be more valuable?
A typically underrated but incredibly efficient CX platform is customer journey mapping software (CJM Software). Best in class of these programs will not only allow a brand to observe the journey and track its progress, but provide powerful organization of all initiatives across the journey, and allow for a wide-angle view with integrations into CCM and analytics.
In much the same way, journey analytics platforms provide data that can reach the right customer, at the right time, with the right personalized message and product. In other words, it allows the brand to measure what matters by identifying the sweet spot of the customer journey – the touch points that best reflect what is happening and what matters most to your customer and your business.
Want to learn more? We’re Anexa – reach out today.