Customer Experience Measurement

To do customer experience management, you must first measure the customer experience, only to measure the customer experience in each touch point satisfaction you know how to manage, how to invest resources to optimize and optimization direction.

Doing a good job of customer experience must first establish the customer experience index system

The establishment of the customer experience index system is the beginning of the management of customer experience. The metrics system needs to be linked to customer experience measurement, and the data related to customers within the organization can be used for analysis and monitoring. Organizations need to adapt it to their own business characteristics and customer experience focus. Internal metrics are analyzed for quantitative problem identification, and external measurements are used to qualitatively study the point at which problems occur and their specific causes. The combination of the two can only lead to the improvement of customer experience.

Tools for Optimizing the Customer Experience

There are two important tools for optimizing the customer experience, one is to map the customer's emotions, and the other is the application of the end-peak theory.

Customer behavior is caused by emotional changes brought about by feelings during the interaction. So let's explore what the customer's feelings might be at each level of interaction when interacting with an organization, and whether they bring positive or negative emotions, which is what we call depicting the customer's emotional map.

Customer Emotion Map

What is a customer emotion map? It's our translation of a service blueprint that has been in circulation for a long time and is familiar to everyone. Often used in customer experience measurement and optimization, we also call it the Customer Interaction Blueprint or Customer Journey, which as the name suggests is to follow the customer's journey through the customer's experience. An emotion map is a way of labeling the emotional changes in the customer during this "customer journey".

Consumer insight is an important part of the customer experience

Traditional consumer insights are generally asked to third-party consulting firms, such as Nielsen, Accenture, etc., and they do so by way of user surveys and commonly used channels such as telephone surveys, email interviews, text message interviews, and offline questionnaires.

This approach is actually outdated, the data sample size is too small if the data is not representative of the sample size cost is high, the sample recovery rate is low, the research cycle is long, and then do out of the insights of the results are generally monthly or quarterly reports, the effectiveness is extremely poor; and each time the research have to do it again, the data can not be accumulated can not be precipitated.

And now with the development of Internet technology, are through the big data to do this thing, according to the product characteristics, or brand characteristics to establish a set of indicators model, and then large-scale collection of user feedback, including social media data, e-commerce review data, etc., and then through the nlp technology to study the emotion of the feedback information, to train a set of automated, intelligent analysis system, which can put the natural language of the consumer feedback, the user's feedback, the user's feedback, the user's feedback, the user's feedback, the user's feedback, the user's feedback and the feedback. The natural language text information of consumer feedback, real-time data, indicators, and then visualization of the output, insight into the product and competitors and the industry, the difference between each indicator, consumer insights, product insights can be used in this way to do.

Then there is a set of cloud listening cem system, has made this model into a standardized saas system, you can understand.

So for the owner of the customer service external call center is also a reason, we can listen to the customer service session insight through the cloud cem system first insight into what customers are aware of, what to pay attention to, from the brand's point of view, the angle of the product line, and even the angle of a specific product to insight into the consumer's concerns, and then go to the designated speech, customer service staff to do systematic training, in order to come up with a good The result is that the customer service staff will be trained systematically to get good results.