To do customer experience management, we must first measure the customer experience. Only by measuring the customer experience satisfaction of each contact point can we know how to manage and invest resources to optimize and optimize the direction.

To do a good job in customer experience, we must first establish a customer experience index system.

The establishment of customer experience index system is the beginning of managing customer experience. The index system needs to be related to customer experience measurement, and the customer-related data within the enterprise can be used for analysis and monitoring. Enterprises need to adjust according to their own business characteristics and customer experience priorities. According to internal index analysis, it is used to find problems quantitatively, and external measurement is used to study the points and specific reasons of problems qualitatively. Only by effectively combining the two can we enter the upgrading stage of customer experience.

Tools to optimize the customer experience

There are two important tools to optimize the customer experience, one is to describe the customer's emotional map, and the other is the application of terminal peak theory.

The customer's behavior is caused by the emotional changes brought about by the feelings during the interaction. Then we discuss what customers may feel at all levels of interaction when interacting with enterprises, and whether they bring positive emotions or negative emotions. This is what we call an emotional map depicting customers.

Customer emotion map

What is the customer's emotional map? This is based on the long-standing and familiar service blueprint. It is often used to evaluate and optimize the customer experience. We also call it customer interaction blueprint or customer journey. As the name implies, it is to experience the customer experience according to the customer's journey. Emotional map is to mark the emotional changes of customers in this "customer journey".

Consumer insight is an important part of customer experience.

Traditional consumer insight is generally done by third-party consulting companies, such as Nielsen and Accenture. They do this by investigating users. The common channels are telephone survey, email return visit, SMS return visit and offline questionnaire survey.

In fact, this method is out of date. If the data sample size is too small, the data is not representative, the sample size is large, the cost is high, the sample recovery rate is low, and the research period is long. Then the insight results are generally monthly or quarterly, which is extremely ineffective; Moreover, every survey has to be done again, and the data cannot be accumulated and precipitated.

Now with the development of Internet technology, we all do this through big data, establish a set of indicator models according to product characteristics or brand characteristics, and then collect user feedback on a large scale, including social media data and e-commerce review data. Then study the emotion of feedback information through nlp technology and train an automatic and intelligent analysis system, so that we can digitize, index and re-visualize the natural language text information fed back by consumers in real time, and gain insight into the differences between this product and competing products and industries. Consumer insight and product insight can do the same.

So now there is a cloud listening cem system, and this model has been made into a standardized saas system. You can learn about it.

Then the landlord said that the customer service external call center is also a truth. We can get insight into what customers are learning and paying attention to from the perspective of brand, product line and even a specific product through cloud listening to the customer service dialogue of cem system, and then we can get good results.