“ THE LAST FEW YEARS HAVE SEEN A HUGE INCREASE IN MANAGEMENT FOCUS ON CUSTOMER EXPERIENCE ( CX ) FOR BUSINESS ”
Q . HOW CAN ORGANISATIONS MOVE BEYOND SURVEY-BASED SYSTEMS TO DELIVER CUSTOMER EXPERIENCES AND MANAGE PERFORMANCE ?
» We noticed that many customer dissatisfactions could be predicted based on a certain course of actions ( e . g . a late delivery , a missing customs form ). Using innovative analytics platforms with real-time insights , CX leaders can translate the massive volume of existing customer and operational data to spot signals and take immediate actions . This in turn helps to drive customer acquisition , retention , market differentiation , and higher customer satisfaction ( and many times lowers costs as well ).
Q . WHAT ARE THE TOP THREE TECHNOLOGIES THAT ORGANISATIONS SHOULD LOOK TO INVEST IN WHEN IT COMES TO CUSTOMER EXPERIENCE ?
» In a digital-first world , collaborative tools , automation , and data and analytics will be key . Here ’ s why : by using big data , predictive analytics , and machine learning , companies can go from “ How are we doing ?” to “ How do we deliver on what customers want , now ?”. This customer-focused , datadriven approach will allow companies to unlock efficiencies , predict customer behavior , track satisfaction drivers , anticipate churn , and flag opportunities to turn loyalty into profitability . But we also have to remember that CX is a team sport – and integrating people , process , and the right technology – will be a differentiator .
Q . HOW CAN ORGANISATIONS BENEFIT FROM ADOPTING SUCH METHODS AND TECHNOLOGY ?
» One leading airline built a machine-learning system based on 1,500 customer , operations , and financial data points to predict both satisfaction and future revenue for all of its 130 million customers , every day . The airline used this data to identify and prioritise those customers whose relationship was most at risk . Working with a combined team of approximately 12-15 data scientists , CX experts , and external partners over three months , the programme resulted in an 800 per cent uplift in satisfaction and a 60 per cent reduction in churn for priority customers . businesschief . com 23