An effective Customer Experience Management (CEM) program is a perfect blend of different ingredients. A good mix of a clear strategic vision, measurable goals, key performance indicators, structure in place, and change management efforts. To support that, one of those elements, it is a robust CEM/VOC platform.
Even if you are at the early stage of your program, don’t underestimate that component. Your program will grow and evolve in the near future as the importance of Customer Experience Management within your organisation. To scale your program – and your success – choose the right system to support the long-term needs. It is imperative to choose a system able to deliver efficiencies and insights providing robust results to your CEM program.
Keep in mind 10 important elements to evaluate your CEM system:
To ensure you are able to both measure and manage the customer experience, the survey capabilities of your system need to go beyond the simple ability to outcast questions and collect the answers. Your system needs to:
– Send and receive survey data in real-time from different channels (email, web, sms, ivr, social networks, etc.)
– Manage the contact strategy controlling two entities: customers and surveys. As soon as your touchpoints under monitoring will become a double digits number, then an automated contact strategy system is mandatory.
– Maintain an historical record of contact invitations and responses. This feature will become mandatory to respect the new GDPR 2018 privacy rules.
– Enable edits and end-to-end testing of the surveys while your current surveys are in-flight, independently from the channel.
– Control your time-to-market by managing the whole end-to-end surveys creation by yourself. No need of survey vendor support.
– Complex monitoring your digital channels: pop-ups surveys and integration with websites, mobile website and apps is crucial in a multichannels digital ecosystem.
2. Dashboard & Reporting
Data is just data unless people can do something with it, so it’s critical to be able to present information in actionable formats. Your dashboards and reporting capabilities must include:
- Data integration across the customer journey from different sources – not just surveys!
- Dashboard security control, so that you can maintain appropriate levels of access to sensitivity information. Better if the system offers the possibility to integrate with the local SSO and/or active directory.
- No IT needed, no vendor needed. You can create the dashboard by yourself without the need to include IT experts. Integrate and visualise data in a couple of clicks. No need to call your vendor.
- Drill down view on specific segmentation and filters to allow you to match reporting to the individuals that need to action on the data.
- Ability to count unstructured data. 80% of Voice of the Customer is delivered unstructured. You must have meaningful charts to turn the unstructured data in structure insights.
- Ability to deliver predictive analytics directly in the platform. Deploy data mining models into the CEM system.
3. Collaboration tool (APIs)
It’s your CXM solution open to connect to existing legacy systems? Can you call your existing CXM solution from different legacy systems using APIs?
The solution you are going to select must offers a set of RESTful API endpoints. We are not talking anymore about surveys and waves. That is the old world. We need a solution able to integrate in your marketing IT ecosystem.
4. Text Mining
As mentioned before, 80% of the Voice of the Customer data is unstructured. Do you have a robust solution to mine unstructured data? A robust text mining solution is not a keyword search system trying to discover specific words, lemmas or combinations of words. Be sure the solution you are going to select offers state-of-the-art text mining procedures.
Not sure about it? Ask the vendor to deep specify what kind of methodology they use to topics detection and sentiment analysis. Ask them if they use deep machine learning libraries and if yes to list them. Remember, the most important NLP DML libraries are open source and come from the usual suspects: Google, Facebook, Amazon, Alibaba, etc. If they answer something like “You know is secret!” or even worst “Well, it is something developed internally…” then start to doubt about the quality of that text mining solution.
If interested in this topic, please find an article I wrote here: https://goo.gl/ybZjCX
5. Sentiment Analysis and categorisation
Do you have a solid sentiment analysis solution integrated into your customer experience management platform? Is your sentiment analysis and categorisation tool work on vectors and using analytic processing such word2vec, lda or lda2vec? If no then, again, start to look for different solutions.
6. Predictive analytics
Modern Customer Experience Management solutions relay on predictive analytics. Check the compatibility of the central storage of the platform with standard machine learning tools such Knime, SaaS, Rapidminer, etc.
Consider if R and Python are integrate in such solution. In the long run, you’ll need them.
7. Close Loop Management
Close-the-loop in my eyes is not just recover unsatisfied customers, it is also the possibility to pick up-selling and cross-selling opportunities. A modern VOC/CXM platform is able to communicate to your marketing automation platform to immediately actively manage those opportunities. Of course same integration is needed with your CRM to immediately follow up unsatisfied customers. Once again, a robust set of RESTful end-points is a must to support the close-the-loop integration.
8. Campaign Management Integration
Modern VOC/CXM solutions must have a strong integration with your campaign management system. Tangible results of VOC insights must be immediately executed in your campaign management platform. Once again RESTful endpoints are a must.
9. CRM integration
Platform must offer easy integration with CRM. For instance, does the solution offer an app to integrate with salesforce.com or hubspot.com? A standard app allows you to integrate with those CRMs in less than 15 minutes, a big advantage in costs and efficiency.
10. Omni channel integration
Modern VOC/CXM programs are not based on just surveys anymore. VOC 3.0 solutions offer the possibility to capture the voice of the customer from multiple sources: direct, indirect and inferred.
Direct: surveys tools, customer feedback management tool, mobile apps, mobile websites, customer portals and many others.
Indirect: social networks, specific websites (e.g. trustpilot, tripadvisor, yelp, etc.), customers forum, customers communities, web log analyses to name some of them.
Inferred: how many surveys have you got lately? Your customers will be soon in a survey overflow status. It is mandatory to think about what will happen in few years: response rate will decrease dramatically. It is your solution able to inferred satisfaction using data mining models? Does it offer this option out of the box?
Not sure about the right choice for a VOC/CXM solution? Feel free to get in touch with me.