Customer Experience Management (CX, CXM, CEM). QuestionPro,

QuestionPro Know-how: The comprehensive Customer Experience Management Guide from QuestionPro. Definition, examples, software, tips, best practices, live online demo.

What is Customer Experience Management (CX, CXM, CEM)?

The basis of Customer Experience Management is a customer-centric approach. The focus here is on a customer’s future profit potential for the company. Key variables are effective customer acquisition, customer retention and customer development, which increase company value. A company aligned with customer centricity principles gains competitive advantage through its customer relationship expertise by focusing on key customers. The customer and his needs are at the beginning of the value chain. Brands and customers develop shared visions and relationships. What many companies are not aware of is that this approach is partly in contrast to the product-centric approach that has been common to date. Because this is defined by volume increases, cost savings, market shares and product expertise. Brands talk about products, services and quality features. The customer is the target at the end of the value chain.

Customer experience as the core of customer-centric organizations

The core of customer-centric organizations is the customer experience throughout the entire purchasing and customer relationship process. This offers companies the opportunity to achieve unique competitive advantages. In which the hearts and minds of customers are won through inspiring Customer Experience Management and brand/product promises. The goals of Customer Experience Management are, on the one hand, to positively influence the customer experience. On the other hand, the goal is also to generate an emotional connection between customers and the company. Ideally, customers become leaders and ambassadors for the company.

Customer experience includes all of the customer's experiences and interactions with a company at all touchpoints. The key to successful Customer Experience Management is to deeply and comprehensively understand the actions (what are key actions?), the thinking (what do customers expect?) and the emotions (what are the highs and lows in the customer journey?). to be used accordingly. Since customers are the focus of all the company's activities and decisions, answering the above questions is essential.

Customer Experience (CX): Customer experiences

Customer experience (CX) includes every interaction your customers have with your company, your brands, your products and your services. Within these interaction points, perceptions and opinions form on the part of your customers, which lead to experiences or adapt existing experiences. Each of these interaction points (touchpoints) should leave a positive experience for your customers AND also for prospects and potential customers. Because Customer Experience Management begins BEFORE you purchase a product or use a service from your company.

Measurement and optimization of customer experiences

Measuring customer experiences and focusing on optimizing and enhancing customer experiences is an essential step in increasing brand loyalty and customer retention. And that prospects and potential customers even consider buying your products. This guide to Customer Experience Management is designed to help you understand how to use customer feedback. And finally, being able to create positive experiences for your customers.

CX, CXM, CEM

CX, CXM and CEM are the most common abbreviations for the term Customer Experience Management. CX primarily stands for “customer experience”, but is also often used for Customer Experience Management. Also in conjunction with tools, such as CX software. The X stands for the prefix Ex in EXperience, as well as the abbreviation CXM. It is not uncommon for the acronym CEM to be used, such as CEM software or CEM platform.

Customer Experience Management (CX, CXM, CEM): definition and examples

The focus of Customer Experience Management is the quality of interactions across the entire customer journey. This involves consistently recording, controlling and optimizing all contact points at the interfaces (interaction points, touchpoints) between a company and its customers. The tasks of Customer Experience Management are a) identifying contact points between customers and companies and b) compiling a catalog of measures that give a company's customers and interested parties positive experiences with its brands, products and services at each of these interaction points to reduce negative experiences. These measures must be tracked accordingly, i.e. measured and followed up. For example, by means of surveys in order to question the effectiveness of these measures and ultimately be able to optimize the corresponding measures again and again.

Creating positive emotions and experiences to counteract the interchangeability of products

The background to the rapid rise and increasing importance of Customer Experience Management (CXM) is the fact that customers perceive some products or services, for example OnlineBooks shops, as completely interchangeable and companies are now trying to differentiate themselves from them through measures within the framework of Customer Experience Management To stand out from the competition by providing their customers and interests with a positive customer experience at all points of contact.

The levels of Customer Experience Management

Derived from the above definition, customer experience can be divided into different levels.

• Identify and create different touchpoints between your customers and your company, products and brands.
• Development and implementation of measures to create a positive customer experience at these contact points
• Measuring measures at the different touchpoints through surveys
• The analysis of the data obtained from the touchpoint surveys
• The permanent optimisation of this measure at the different touchpoints

Examples of measures in the context of Customer Experience Management

The practical measures within Customer Experience Management can be very complex. For example, holding customer events, or very simply, for example offering a wide range of contact or payment options on the website. It depends on the service, product or brand which measures a company takes as part of Customer Experience Management. Here you can find some examples.

• Reduction of waiting times in the store
• Faster and easier order processing in the online shop
• The range of different payment methods in the online shop
• Special customer events (Coca-Cola truck; user conferences)
• Simple usability of the website
• Free return of goods
• Extended warranty
• Competent contact person
• and many more

It is up to the creativity and the available budget of those responsible for Customer Experience Management which measures are implemented. Ultimately, it is always about creating positive customer experiences and minimising negative customer experiences in all phases of the buying process.

This is why positive customer experiences and, accordingly, a smart Customer Experience Management (CEM) strategy are of enormous importance.

When companies focus solely on sales metrics and minimizing expenses, they risk quickly losing ground in the competition for customer favor. Especially when the competition in densely packed markets follows a different strategy, namely that of maximizing customer experiences and unconditionally aligning with the wishes of customers (customer centricity) through a consistent Customer Experience Management strategy. This has the following advantages in particular:

1. Increase brand loyalty

A good Customer Experience Management strategy leads to high quality customer experiences. And high-quality customer experiences lead to higher levels of customer loyalty. Because positive customer experiences convey appreciation and also make purchasing the product a pleasure. And those who feel valued will stay loyal to a company or brand! Even if, as is the case today, the selection of products of the same type and quality is enormous. Customers don't just buy a good or a service, they also buy the feeling that the company or product conveys. Building a positive, trusting relationship with your customers will keep them coming back to your brand instead of choosing a competitor.

2. reducing customer churn

Customer churn occurs when an existing customer no longer interacts with your business. This customer has stopped buying your products and has also ended their relationship with your company - out of frustration, annoyance or because your products or the path to purchase them no longer convey "positive feelings". A high customer churn rate is the result of a poor or non-existent customer experience strategy and quickly has a fatal impact on your current and future sales. Since it is much cheaper and easier to retain existing customers than to find new ones, reducing your customer churn is important for your success. And companies can achieve this through sustainable Customer Experience Management.

3. Create advocates

Advocates or product or brand ambassadors are an important part of your loyal customer base. Real advocates take brand loyalty to a higher level. In addition to purchasing your products or using your services, advocates tell their family, friends, and acquaintances about your company and your products. Word of mouth remains one of the most effective strategies, so it's worth turning every customer into a true advocate. And you can achieve this with sustainable Customer Experience Management. Just think of the many positive postings and comments on social media or positive reviews on rating portals. The best investment is to create positive customer experiences, because happy and satisfied customers are the best promoters and indicators of successful Customer Experience Management.

4. "Intercepting" negative customer feedback

Your business will face negative feedback at some point. What you do with this feedback is important for the future of your brand. Part of the customer experience is dealing with negative feedback. When you build genuine relationships with your customers, they are more likely to send concerns directly to you rather than voicing them publicly or even posting them on social media. If a customer has a bad experience and gives you direct feedback, you can use that to improve the experience in the next interaction. Measuring customer experience and proactively surveying your customers as part of Customer Experience Management also allows you to “intercept” your customers’ concerns before they become public. And you can also react to it directly.

5. Customer Experience Management provides you with valuable data

Your company will of course get to know its customers better if you take a customer-oriented approach and survey your customers regularly and completely, which in turn has the important effect that you recognize their needs, expectations and wishes “in time” and fulfill them accordingly can respond to changing expectations. Through regular surveys at the points of interaction with your customers (customer touchpoints), you gain valuable data that you can combine with organizational data and data from your market research projects. In practice, Customer Experience Management brings you valuable insights from the initial perception of your customers to after-sales service and beyond.

Excursus: Terms from the world of Customer Experience Management

If you deal with the topic of Customer Experience Management, you will inevitably come across certain terms, of which we would like to briefly explain the most important ones here.

Customer Experience (CX)

Customer experience literally means "customer experience". The German translation of Customer Experience Management is therefore "Kundenergahrungsmanagement". Customer experience is the sum of all experiences that a customer has with your company, with your products and services. Accordingly, Customer Experience Management is the control of these customer experiences by consciously influencing them.

Customer touchpoints

Customer touchpoints play a central role in Customer Experience Management. Customer touchpoints mean all points of contact between your customers and your company, products and services where your customers can have any experience at all. Which contact points are relevant for a company must be analysed individually. It is therefore important to identify these touchpoints in order to be able to influence them positively. Only if you know where your customers encounter your company will you be able to design these contact points. It is also important to differentiate touchpoints between digital and physical, especially with regard to measurement methods and data availability.

Customer Journey

Customer journey, i.e. the “customer journey”, refers to the sum of all contact points between your company, products and services and your customers and interested parties, from the beginning, i.e. from the first perception. This can be an advertising poster, an advertising banner, a search result in the search engines or a story from a friend. The customer journey therefore represents the entire relationship between a company and the customer from the customer's perspective. It is visualized and documented in the customer journey map. We'll go into the topic of the customer journey in more detail later.

Customer Journey Map

The customer journey map is the visualization and documentation the “customer journey” and enables us to understand the emotions, expectations and experiences from the customer’s perspective. Creating such a customer journey map is called customer journey mapping. In a separate article we will explain the principle of the → customer journey in detail. The customer journey map is primarily used to revise or redesign customer experiences. But it also serves for internal communication and helps to overcome internal silo thinking.

Schematic example of a customer journey map. All touchpoints between your company and your customers are visualized here. In Customer Experience Management, the customer journey is one of the most important tools for positively shaping all customer touchpoints

Customer touchpoint management

Customer Touchpoint Management can be seen as the "executive" of Customer Experience Management. Here, the touchpoints are actively designed, tracked, measured, evaluated and ultimately optimised. It is therefore about the coordination of all measures at the contact points between customers and companies.

Customer touchpoint measurement

Touchpoint measurement refers to all measures for obtaining data on customer experiences using surveys at the customer touchpoints, i.e. the contact points between your company and your customers. We'll go into the topic in more detail below.

Touchpoint analyses

Touchpoint analysis means the analysis and evaluation of data obtained in the context of touchpoint measurement. The term touchpoint analysis is generally used to refer to touchpoint measurement.

Net Promoter Score (NPS)

You will often come across the term Net Promoter Score in the context of Customer Experience Management, because it is a very popular key performance indicator! Net Promoter Score is a single question that helps quantify a customer's brand loyalty. It also identifies your brand's advocates, who are ultimately based on a particularly positive customer experience. The question asks respondents to rate how likely they are to recommend a brand to friends and family. An NPS survey uses an 11-point scale from 0-10, with zero being very unlikely to recommend your brand and 10 being very likely to recommend your brand.

Your customers are categorized depending on their answers. Customers who are likely to recommend your products are rated 9 or 10. These customers are called promoters. Those who answered a 7 or 8 are considered passive customers. Passive customers typically have a good experience, but not enough to actively promote your business. Finally, ratings between 0 and 6 come from Detractors. Detractors have not had good experiences and, depending on their experience, may recommend that family and friends stay away. The Net Promoter Score is one of the most important metrics in Customer Experience Management.

Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score looks at the overall feeling a customer has about a brand, product or service. Most CSAT questions ask a customer to rate their experience after a specific event, such as a transaction. For example, you own a restaurant and want to know how your wait staff is performing. They send guests a survey immediately after their visit and ask them to rate their satisfaction with customer service. Answers to a CSAT question range from extremely dissatisfied to extremely satisfied. The average value of all customer surveys is the CSAT.

This data helps you understand where customers have the best and worst experiences. The CSAT is also an important indicator for decisions you make as part of your Customer Experience Management strategy!

Customer Effort Score (CES)

Like the CSAT, the Customer Effort Score measures the satisfaction of your customers, or more precisely it indicates how much effort a customer has to put in to receive an answer to a question or a solution to their problem/concern. A high CES therefore has a negative impact on the customer experience. This could include how easy it was to make a purchase, resolve a customer service issue, or navigate your website. In general, the more effort a customer has to put into solving a problem, the more likely they are to shop elsewhere next time. However, less effort does not always lead to higher loyalty.

This means you should strive to make transactions easy for your customers, but you need to go beyond that to create a customer experience that increases loyalty. The Customer Effort Score is therefore a very important key performance indicator and is of great importance for your Customer Experience Management strategy.

How do you determine the meaningfulness of measures within Customer Experience Management?

It's simple: measure the customer experience! And you do this by surveying your customers wherever possible. Thanks to modern survey technologies, this is possible almost anywhere! Surveying customers within Customer Experience Management is referred to as touchpoint measurement, but also as customer experience measurement. These surveys are important not only to find out whether your customers have positive experiences at the points of contact with your products and services. It is also important to find out whether these measures are even noticed by customers! Because some measures are ineffective because they have no relevance to the purchase decision and are therefore just cost-intensive, unnecessary gimmicks.

A closer look at the term customer touchpoint

Let's take a closer look at the topic of "customer touchpoint": A customer touchpoint (interaction point) plays a central role within Customer Experience Management and can be described as a moment in which consumers come into contact with your company or your products ( “Moment of Truth”) and a customer experience takes place. These touchpoints can occur before, during or after the purchase. Customer touchpoints that consumers find pleasant and positive encourage conversion, i.e. a purchase, while touchpoints where consumers have negative experiences can affect the impression of your company or your products in such a way that it does not lead to a purchase comes.

It is therefore crucial for companies to make these points of contact as positive as possible, because there are usually quite a few of them. If you design 5 contact points positively and the last contact point creates negative feelings among your consumers, the purchase will be canceled and a negative customer experience will result. A simple but very clear example of a purchase being canceled is a lack of payment options during the ordering process.

What are customer touchpoints?

There are countless customer touchpoints, and these vary from industry to industry, from sector to sector and from business model to business model. The customer touchpoints of a company are recorded in the customer journey map. We have already explained the term to you above. Customer journey mapping, i.e. the creation of an overview of all customer contact points, helps companies to identify all contact points, from the initial perception to the purchase decision to the use of the after-sales service, in order to then use this journey map as a basis to ask customers and interested parties along the customer journey about their satisfaction and attitude towards the company and the products and services. This gives you a comprehensive overview of where your company stands in the favour of customers - and also potential customers - and which contact points ensure positive customer experiences. Examples of such contact points in the context of Customer Experience Management are (across industries):

• the search snippet of a search engine
• a press release
• Social networks
• a radio or TV commercial
• the support hotline
• the telephone customer service
• the receipt of an invoice or a reminder
• the supermarket checkout
• a presentation area in a department store
• a booth
• unpacking a product
• Insurance agent
• Promotional flyers
• and many others…

So no matter what or whoever it is: everything and everyone who comes into contact with your company's customers is a point of contact and relevant for the customer experience and its management!

Examples of customer touchpoints

Search engines as a ticket to the customer journey

Is your company's snippet in the search engine a point of contact? It sure is. Imagine someone searches for something your company offers and then finds your snippet on page 1 in a search engine. Full of expectation and anticipation of finally having found what you offer, this person clicks on this snippet and arrives at a page that only remotely has something to do with the promotional content of the snippet. This person will probably be disappointed and have negative feelings towards your company. Thus, search engine optimisation (SEO) also plays a not insignificant role in Customer Experience Management.

Nearly every business relies on search engines to connect with consumers, and search engine optimisation helps you take control of those connections. By making your website and online assets easy to find for curious Google searchers, you open up your brand to more engagement and ultimately more conversions. Then, if the search result content matches your website content, you've cleared the first hurdle and consumers can now proceed through the rest of the customer journey. So optimise your landing page in such a way that the page ranks high and is found and the content matches the snippet, otherwise the customer journey ends at this point.

Your website as a point of contact

Let's continue playing the touchpoint scenario described above. At some point, consumers will come to your company's website. To make this a pleasant and useful touchpoint for consumers, you should spend time developing the user experience and reviewing all your content to ensure it is error-free, fully functional, callable (performant) and up to date. This can be a multi-layered process if your website has many different types of pages, such as a blog, e-commerce, interactive portal and/or embedded media. A website is a representation of the company as a whole. It is imperative that you avoid mistakes that turn an otherwise compelling touchpoint into a negative customer experience, such as technical errors, missing or outdated information, or even a lack of payment options (such as instant bank transfer or PayPal). As you can see, Customer Experience Management runs through all areas of the company with which your customers come into contact.

Touchpoint advertising banners (advertisements, ads)

Much like paid social media content, paid digital ads can certainly bring success. Whether these ads are positioned at the top of search results, between the lines of their favourite online publication or as a banner on a music streaming service, these ads create attention virtually everywhere and, if done well, customer touch points accordingly. The trick is to think carefully about where these ads should appear. Often, such ads are placed automatically by agencies and can sometimes appear among delicate content with which you might not want to associate your company. And nowadays, consumers are sensitive to this, because they are often unaware that advertisers often have no influence on where and in what context these banner ads "pop up".

Constantly measure and optimize contact points

You can see from these three examples how important it is to know all the touchpoints of the company, or better: to actively design these touchpoints in such a way that your customers have a positive experience with them without exception. Dogmatists from the field of Customer Experience Management urge you to track and evaluate ALL customer touchpoints without exception, no matter how insignificant they may seem. And you must constantly measure these touchpoints in the form of surveys so that you always know exactly that your customers do not have negative customer experiences at any of these touchpoints.

Examples of methods for obtaining data in the context of Customer Experience Management

Customer experience management also means knowing at which contact points your customers and prospects have positive and negative experiences. This in turn means that you have to survey your customers at different touchpoints, for example with the help of technology specifically designed and developed for Customer Experience Management (CX software, CEM platform). There are different methods for this.

• Online intercept surveys, check-out surveys, exit surveys

  You ask your customers during their visit to your site via pop-up or layer survey, for example, about the quality of the content, whether all the content was found, you ask about the usability of the site or your web service or about the simplicity of the ordering process.

• Feedback Terminal

  After leaving the aircraft, you will pass a feedback terminal where you can tell the airline how satisfied you were with the flight.

• Online customer survey

  You receive a link by e-mail from a hotel to an online survey where you are asked about the satisfaction of your stay.

• Unboxing survey

  You put a card with a ducked QR code on your products that leads directly to a customer survey where customers report on their first experience with the product after unpacking it.

• Net Promoter Score

  You ask your customers on your website whether they would recommend your company, product, service or brand to others.

• Customer Effort Score

  They conduct surveys on the effort customers have to make to obtain a desired information or service or to be able to order a product.

• Customer Satisfaction Score

  You ask your customers about their overall satisfaction regarding the use of your products and interactions with employees of your company.

• TURF

  They conduct surveys on the perception of your company's advertising measures.

• Conjoint Analysis

  Together with your customers, you determine what the best product features are so that your product is actually bought.

• van Westendorp Price Sensitivity Meter

  You determine the optimal price for your products

• Patient surveys

  as well as referral and family surveys are carried out in hospitals as part of patient experience management.

• Event and course experience

  After attending a continuing education event or a trade fair/congress, you will receive an invitation from the organiser to participate in a participant survey.

There are countless other examples of customer surveys within Customer Experience Management. It is important that you cover as much of your customers' journey as possible and get a comprehensive overview of the extent to which customers experience this journey as positive, from the perception of your products and services to the purchase, and where they do not. To do this, you need a survey platform (Customer Experience Management platform) that allows you to conduct surveys at all possible online and offline touchpoints, so that you can survey your customers and prospects by email, text message, telephone, personal interview, etc. and thus gain valuable data across all channels.

With touchpoint analyses you create transparency and clarity!

More and more companies want to use customer surveys and touchpoint analyses to gain an increasingly comprehensive view of the structure, customer satisfaction and behavior of their customers in order to ultimately gain insights about customers for Customer Experience Management. In discussions with our customers in the area of ​​Customer Experience Management, we repeatedly notice that the motivation of the vast majority of companies is not the rapid maximization of profits or simply simple data collection madness, but rather the adaptation of the products and the service and the corporate structure to the needs of the customers. Anyone who actually puts their customers at the center of their actions will inevitably also benefit economically.

Popular methods for data collection in the context of Customer Experience Management

Online customer surveys are way ahead

The most important goal of Customer Experience Management is therefore to track customer behaviour through surveys at the touchpoints, i.e. the points of contact between customers and your company, to make it measurable and predictable. To do this, companies resort to a wide variety of methods and tools. According to a survey initiated by McKinsey, online customer surveys are the number one method of choice, followed by online customer observation, i.e. tracking or tracing visit and purchase behaviour on websites by means of online intercept surveys.

23% of all respondents still use offline customer surveys

In third place within touchpoint measurement is the measurement and evaluation of informal interactions with customers, such as dialogues from support calls or enquiries that are documented in the CRM system or the sales tool. Still, 23% of all respondents from the area of Customer Experience Management stated that they conduct offline surveys. Offline observations or even experimental methods of data collection are hardly taken into account, although not every touchpoint can actually be captured by quantitative methods and experimental methods therefore have their justification.

Only 6% use open free text comments

Only 6% of the companies surveyed rely on the analysis of terms or images in the context of touchpoint measurement. Free text comments, for example, from social media, rating portals or online customer surveys can be evaluated quite easily with the help of text analysis tools, for example with regard to the density of terms or the frequency of word combinations.

Merge data from distributed systems

Regardless of which method or combination of methods companies use for data collection in the context of customer analysis in Customer Experience Management: It is important that the collected data, which is usually distributed across different systems, can be merged and evaluated. Data from web tracking, from online customer surveys or the documented dialogues from the CRM or sales system or even administrative data from the ERP system have a much higher value if they can be connected and analysed and then visualised. This is the only way to actually trace the customer's journey in a useful way!

Excursus: The importance of Customer Experience Management

In a short study entitled "Customer Experience Management: Hype or Actual Added Value?" by ECC Cologne, Contentserv, Hippo and Osudio, 78% of all marketing managers surveyed stated that Customer Experience Management has a high to very high priority in their company. The focus is on topics such as customer satisfaction, stronger competitiveness and a target group-oriented customer approach.

Even though the respondents theoretically attach great importance to the topic of Customer Experience Management, the actual implementation does not look quite so euphoric. According to the study, high costs, the protection of privacy and the fear of rejection by customers are the main factors why the topic is still viewed rather cautiously in practice. In general, the previously traditionally anchored product focus and not customer focus is a complete about-face that requires a comprehensive change process, ideally initiated top-down.

In a nutshell: Measures to increase the customer experience are often developed “on a greenfield site” or even adapted and implemented by the competition, but in practice they do not have the desired effect at all. And because no regular customer feedback is collected, the whole thing simply remains undetected! This lack of measurability at the communication and interaction interfaces between customers and companies is the biggest challenge within Customer Experience Management.

Tips and best practices for your Customer Experience Management strategy

Below we summarise valuable tips and best practices from the field of Customer Experience Management that we have gained from numerous projects with our customers.

1. Customer-centric culture

The customer experience is determined by the quality of all interactions in the customer journey that your customers have throughout the entire customer lifecycle. This includes all of their experience from customer interactions with employees from all departments and areas such as marketing, sales, customer support or customer service. All business areas must work together as a unit and share a common goal to create and deliver a great customer experience. This is where your customer-centric culture and values ​​play a key role. Only if unconditional customer centricity is part of your company's central value system will you be able to successfully implement your Customer Experience Management strategy!

2. Convert customer experiences into data

Regular customer surveys, especially in the form of touchpoint analyses, offer enormous insights into the thoughts and feelings of your customers. There are different types of surveys, depending on the insight interest. You can choose from classic customer satisfaction surveys, the Net Promoter Score (NPS), the Customer Effort Score (CES) or the Customer Satisfaction Score. A Customer Experience Management platform like QuestionPro CX helps you map, measure, evaluate and ultimately optimise your customers' journey. Convert customer experiences into data through surveys and use the acquired data for your decisions.

3. Monitor and comment on customer reviews

Customers nowadays rely on public customer reviews. They research many times online on many different portals before making a purchase. Therefore, monitoring and responding to customer reviews is more important than ever. A brand's reputation has become a deciding factor for most customers. So never let negative customer opinions or negative customer reviews stand for themselves. Respond to them, no matter what public networks or review portals are involved. It is worthwhile to assign a staff of employees for this purpose who do nothing but contact dissatisfied customers and react to negative customer feedback. Incorporate this idea into your Customer Experience Management strategy.

4. Ensure positive customer experiences along the customer journey

Whether your customers are searching for information online, calling your customer support, unpacking goods at home after purchase or complaining about them: Make sure that your customers always have a positive experience with your staff at all points of interaction. Equip your employees with skills that make this possible! Turn your products into experiences that give your customers pleasure even while they are unpacking them!

Customer Experience Management Platform QuestionPro CX (CX software)

If you want to carry out touchpoint analyses comprehensively and sustainably and want to set up your Customer Experience Management successfully, then it is essential to use modern and innovative survey technologies that enable you to initiate and publish customer surveys and bring together the collected data centrally and evaluate. The Customer Experience Management platform QuestionPro CX supports you in automating processes when carrying out touchpoint analyses and also enables you to actually survey your customers at virtually all online and offline customer contact points. Here we will give you a summary of the most important features. Of course, you have the opportunity to test the QuestionPro CX software free of charge for 10 days so that you can get your own idea of ​​how quickly and easily you can carry out customer surveys and touchpoint analyses. (Test the CX software now for free)

The user interface of the Customer Experience Management platform QuestionPro CX. Here you can clearly see all your touchpoints

Create touchpoint analyses and customer surveys

The Customer Experience Management platform QuestionPro has an easy-to-use questionnaire editor with which you can create customer surveys for your touchpoint analyses quickly, easily and intuitively. Predefined question sets are available, which you can simply select with a mouse click and add to the questionnaire. Such predefined question sets include Net Promoter Score, Customer Effort Score, van Westendorp Price Sensitivity Meter, Conjoint Analysis, TURF Analysis and many more.

Of course, you can freely design your customer surveys according to your design wishes so that they correspond to the CI of your company.

Publication of customer surveys and touchpoint analyses in Customer Experience Management

QuestionPro CX Customer Experience Management software gives you a wide range of options for distributing and publishing your touchpoint analytics and customer surveys, so you can truly measure and evaluate every customer touchpoint imaginable.

• Integration of customer surveys on your website

  When you create a customer survey, QuestionPro CX automatically generates a code that you can seamlessly integrate into your website - anywhere.

• Sending via serial email

  QuestionPro CX has an integrated serial mail function with which you can send customer surveys automatically as a batch. The import of the mail addresses is done either by upload or via an integration interface to third-party systems.

• Customer survey via printed QR code

  A QR code is automatically created when a customer survey is created via QuestionPro CX. You can then place this QR code, which contains a link to the customer survey, on flyers, posters or other printed matter. If this QR code is photographed with a smartphone, your customers are taken directly to the survey.

• Feedback terminals

  If you want to conduct customer surveys in retail stores or shopping centres, you can also use feedback terminals with QuestionPro CX, which you can conveniently mount on the wall or use as a stand solution. An internet connection is not absolutely necessary here, as the data can also be collected offline and then synchronised with the user account.

• Offline surveys

  Offline surveys via smartphone or tablet PC, for example by interviewers or sales staff, can also be carried out easily with QuestionPro's CX software. Here, too, you do not need an internet connection. You can easily synchronise the acquired data with the main user account via file upload. Or you can establish an internet connection with the end device used for synchronisation and the data will be synchronised fully automatically via the network.

• Telephone surveys

  With QuestionPro's CX software, you can also conduct telephone surveys. The system is CATI/CAPI-capable and can thus also be used as a main application in call centres. Since QuestionPro's Customer Experience Management platform has sophisticated question branching functions and automatic question forwarding, the system can also be used as an interactive "conversation guide".

• IVR DialogTech

  QuestionPro easily integrates with the DialogTech call tracking system to provide Interactive Voice Response (IVR) surveys. This integration allows you to use the DialogTech automated phone system that interacts with respondents, collects responses and returns the data to your QuestionPro account in a fully automated way.

• Online Intercept survey

  You can also use QuestionPro CX Customer Experience Management Platform for your online intercept surveys, either as a pop-up or layer survey. You can adapt the look and feel of the pop-ups and layers 1:1 to your website using the CSS functions. You can also add logic to your intercept surveys to make a selection as to which criteria must be met for the survey to appear.

• Survey/feedback app

  QuestionPro offers you a survey app for the Android and iOS operating systems, which are available in the corresponding app stores. You can use the survey app to initiate as well as distribute and evaluate customer surveys.

• Sending the customer survey via SMS

  The QuestionPro CX software offers you the possibility to distribute surveys fully automatically via SMS. In contrast to mail, SMS have a much higher opening rate and are therefore still very popular today, especially for customer surveys.

• Social media integration

  Customer surveys can also be fully automatically integrated into a wide range of social media platforms, such as Facebook, Twitter or LinkedIn, with QuestionPro CX software.

• Customer Insight Community

  With the QuestionPro CX software, you can create a powerful customer community (customer insight community) in no time at all, with the help of which you can gain qualitative and quantitative feedback. It is hard to imagine modern Customer Experience Management without such communities. Many large companies use customer communities to generate valuable customer insights.

Important features and functions of the CX software from  QuestionPro

In addition to the creation and distribution of customer surveys and touchpoint analyses, the Customer Experience Management platform QuestionPro CX includes a variety of functions that support you in handling and tracking your customer touchpoints. Here we present some of these functions.

• Action Alerts

  With Action Alerts, you define and initiate processes via the QuestionPro CX workflow engine that are to be executed when a certain event occurs within a customer survey. Examples of such events are negative evaluations of touchpoints. If, for example, customer support is rated negatively, the responsible persons automatically receive a message pointing out this grievance. If customer surveys are not carried out anonymously, those responsible can also contact the corresponding customers directly for clarification, because the contact data of the customers is supplied in the case of an alert.

• Feedback promotion

  If you receive positive feedback from your customers, it is possible to automatically invite your "promoters" to publish this feedback in the social networks. For this purpose, social media buttons are displayed in the event of a positive evaluation, which lead directly to your Facebook or Twitter profile.
  

• Detractor recovery

  If you receive negative feedback from your customers, you can contact them directly or, in the case of anonymised customer surveys, initiate certain processes, such as automatic forwarding to a follow-up survey to specify the negative feedback or forwarding to a complaint or claims page.

• Closed loop feedback ticket management

  The QuestionPro Customer Experience Management platform offers you a sophisticated closed loop ticket system for customer inquiries as well as for support and complaint cases. Depending on the touchpoint or stored routine, the tickets can be forwarded to a specific responsible department. The system monitors the status of the tickets and notifies assigned departments and responsible parties if the tickets are not processed or closed. This means no customer dialogue is lost.
  

• Multilingual customer surveys

  Create your customer surveys in multiple languages. This is especially important for large companies with multiple locations around the world.

• Collaboration & teamwork

  QuestionPro CX's sophisticated rights and role model enables you to collaborate with responsible persons at different levels.

• Other features

  – Deposit of KPIs
  – Customer journey tracking
  – Integration of third-party applications, such as CRM or ERP systems
  – Combining and analyzing operational data and experience data
  – Social listening
  – Customer Idea Board
  – Forums and topic boards
  – Conducting online focus groups
  – Customer engagement tools
  – Conjoint analysis
  – TURF analysis
  – Maximum Difference Scaling
  – Semantic differential
  – Image testing
  - and many more

Customer Experience Management Dashboard (CX Dashboard)

Since you collect data from a wide variety of surveys along the "customer journey" as part of Customer Experience Management, it is important that you can also collect and analyse this data centrally in order to avoid distributed data stocks and the associated tedious data consolidation. In addition, as already described above, you should not do without analysing data from third-party applications, social networks and rating portals, as these contain important information about the opinions of your customers. It is therefore essential that you use a holistic survey and analysis platform for Customer Experience Management that can be seamlessly embedded into your existing IT system infrastructure. With QuestionPro CX you will succeed in holistic Customer Experience Management!

Important functions and evaluation options of the Customer Experience Management dashboard

• Freely configurable dashboards
• Graphical analyses and reporting at the push of a button
• freely configurable graphics
• Time series comparisons for NPS, CSAT and other KPIs
• Heat Maps
• Crosstabs & Network Charts
• Customer segmentation
• semantic text analysis
• Benchmarking
• Trend analysis
• Correlation analysis
• Balancing & Weighting
• Report and data consolidation

The Customer Experience Management Dashboard from QuestionPro clearly shows you all touchpoints and the corresponding stored KPIs.

Another view of the Customer Experience Management dashboard

Real customer journey tracking for consistent and sustainable Customer Experience Management

1:1 live online presentation:
Customer Experience Management Platform QuestionPro (CX software)

We would be happy to show you in detail all the functions, features and advantages of the Customer Experience Management platform QuestionPro CX using real scenarios. Arrange an individual appointment.

Try software for market research and experience management now for 10 days free of charge!

Do you have any questions about the content of this blog? Simply contact us via contact form. We look forward to a dialogue with you! You too can test QuestionPro for 10 days free of charge and without risk in depth!

SHARE THIS ARTICLE

KEYWORDS OF THIS BLOG POST

Customer Experience Management | Customer Experience | CX | CXM | EMC