What is Customer Experience Management (CX, CXM, CEM)?
Customer service is one of the most important aspects of your business for retaining your customers and increasing customer loyalty. Poor service can quickly drive customers away and lead to bad reviews on social media. And social media and networks, as well as public review portals, have become a very important gauge of purchasing decisions. In addition to customer service, customer experience has become just as important and is addressed by the discipline of customer experience management.
Customer Experience (CX)
Customer experience (CX) encompasses every interaction your customers have with your brand, products and services. It is within these interaction points that perceptions and opinions on the part of your customers about your company, products, brands and services are formed. Therefore, each of these interaction points (touchpoints) should leave a positive experience with your customers AND also with prospects and potential customers, because customer experience management starts BEFORE the purchase of a product or the use of a service of your company.
Measurement and optimisation of customer experience
Measuring customer experiences and focusing on optimising and enhancing them is an essential step to increasing brand loyalty and retention and getting prospects and potential customers to consider buying your products in the first place. This guide to customer experience management will help you understand how you can use customer feedback 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, whereby CX primarily only stands for “Customer Experience”, but is often also used for Customer Experience Management, also in connection with tools, such as CX software. The X stands for the prefix Ex in EXperience, as does 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
Customer Experience Management is about the consistent recording, control and optimisation of all points of contact at the contact pints (interaction points, touchpoints) between a company and its customers. Customer Experience Management can therefore be understood as a) the identification of contact points between customers and companies and b) the compilation of a catalogue of measures that should provide customers and interested parties of a company with positive experiences with its brands, products and services at each of these interaction points and reduce negative experiences. These measures must be tracked, i.e. measured and followed up, for example by means of surveys, in order to question the effectiveness of these measures and ultimately to be able to optimise the corresponding measures again and again.
Counteracting the interchangeability of products by building customer relationships through the creation of positive emotions and experiences
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 online book shops, as completely interchangeable and companies are now trying to differentiate themselves from the competition by means of measures within the framework of customer experience management, in which they create positive experiences for their customers and interests at all touchpoints, if possible.
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.
- Developing and implementing measures to create positive customer experiences at these touchpoints.
- Measuring measures at the different touchpoints through surveys
- The analysis of the data obtained from the touchpoint surveys
- The permanent optimisation of these measures at the different touchpoints
Examples of measures within the framework of customer experience management
The practical measures within customer experience management can be very complex, such as holding customer events, or very simple, such as offering a wide variety of contact or payment options on the website. It depends on the service, the product or the brand which measures a company implements within the framework of customer experience management. Here are some examples.
- Reduction of waiting times in the store
- Faster and simpler order processing in the online shop
- Offering a wide variety of payment methods in the online shop
- Special customer events (Coca-Cola truck; user conferences)
- Simple usability of the website
- Free return of goods
- Warranty extension
- Competent contact persons etc.
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.
If companies focus exclusively on sales metrics and minimising expenses, they risk losing ground quickly in the competition for customers’ favour, especially when the competition in densely crowded markets is driving a different strategy, namely that of maximising customer experiences and unconditionally aligning with customers’ wishes through an end-to-end customer experience management strategy. This has the following advantages in particular:
1. Increase brand loyalty
A good customer experience strategy leads to high-quality customer experiences. And high-quality customer experiences lead to a higher level of customer loyalty. Because positive customer experiences convey appreciation and also make it a pleasure to purchase the product. And those who feel valued also remain loyal to a company or a brand! Even when, as is the case today, the selection of products of the same type and quality is enormous. Customers don’t just buy a product or a service, they also buy the feeling that the company or the product conveys. Building a positive, trusting relationship with your customers keeps them coming back to your brand instead of choosing a competitor.
2. Reduce 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 brand spokespeople
Brand advocates are an important part of your loyal customer base. True brand advocates, in fact, take brand loyalty to a higher level. In addition to buying your products or using your services, brand advocates tell their family, friends and acquaintances about your company and products. Word-of-mouth remains one of the most effective strategies, so it pays to turn 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 in social media or positive reviews in rating portals. So the best investment is to create positive customer experiences, because happy and satisfied customers are the best promoters.
4. Keeping an eye on negative customer feedback
Your company will eventually be confronted with negative feedback. What you do with that feedback is important for the future of your brand. Part of the customer experience is how you deal with negative feedback. If you build a genuine relationship with your customers, they are more likely to send concerns directly to you rather than voicing them publicly or even emblazoning them on social media. If a customer has a bad experience and gives you direct feedback, you can use this to improve the experience in the next interaction. Customer experience measurement and proactive surveys of your customers as part of customer experience management also allows you to ‘catch’ customer concerns before they become public. And you can also respond to them directly.
5. Customer Experience Management provides you with valuable data
Your company will naturally get to know its customers better if you take a customer-centric approach and survey your customers regularly and completely, which in turn means that you can identify their needs, expectations and desires “in time” and meet them accordingly. You gain valuable data through regular surveys at the points of interaction with your customers (customer touchpoints), which you can combine with organisational data and data from your market research projects.
Excursus: Terms from the world of customer experience management
If you take a closer look at 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 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 and monitoring of these customer experiences by consciously influencing them.
Customer touchpoints are the points of contact between your customers and your company, products and services, where your customers can have any kind of experience at all. These touchpoints need to be identified in order to be able to influence them positively. Because only if you know where your customers encounter your company are you in a position to design these contact points.
Customer Journey & Customer Journey Map
Customer Journey refers to the sum of all contact points between your company, products and services and their customers and prospects, from the very beginning, i.e. from the first perception to after-sales service. The customer journey map is the visualisation of the customer’s journey in the form of a touchpoint documentation. The creation of such a customer journey map is called customer journey mapping.
Schematic example of a customer journey map. All touchpoints between your company and your customers are visualised here.
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 is the term used to describe all the measures used to obtain data on customer experiences by means of surveys at the customer touchpoints, i.e. the points of contact between your company and your customers. We will go into more detail on this topic below.
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 come across the term Net Promoter Score very often in the context of Customer Experience Management, because it is very popular Key Performance Indicator! The Net Promoter Score is a single question that helps quantify a customer’s brand loyalty. It also identifies your brand’s advocates. The question asks respondents to rate how likely they are to recommend a brand to friends and family. An NPS survey uses a scale of 0-10, where zero means Very unlikely to recommend your brand and 10 means Very likely to recommend your brand.
Customers are categorised according to their answers. Customers who are likely to recommend your products are given a score of 9 or 10. These customers are called promoters. Those who answered with a 7 or 8 are considered passive customers. Passive customers usually 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 a good experience 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)
You will come across the term Net Promoter Score very often in the context of Customer Experience Management, because it is very popular Key Performance Indicator! The Customer Satisfaction Score (CSAT) deals with the general 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 the performance of your wait staff is. You send guests a survey immediately after their visit and ask them to rate their satisfaction with customer service. Responses to a CSAT question range from extremely dissatisfied to extremely satisfied. 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)
As with the CSAT, the Customer Effort Score also measures your customers’ satisfaction, or more specifically, the ease of completing an interaction with your business. This could include things like how easy it was to make a purchase, solve a customer service problem or navigate your website. Generally, the more effort a customer has to go through to solve a problem, the more likely they are to shop elsewhere next time. However, less effort does not always lead to higher loyalty. This means that 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 of great importance for your Customer Experience Management strategy.
How do you determine the relevance of activities within customer experience management?
It’s simple: measure, measure, measure! And you can do this by surveying your customers, wherever it is possible. Thanks to modern survey technologies, this is possible almost everywhere! Within customer experience management, surveying customers is referred to as touchpoint measurement, but also as customer experience measurement. These surveys are not only important to find out whether your customers have positive experiences at the touchpoints to your products and services. It is also important to find out whether these measures are even perceived by the customers! Because some measures fall flat because they have no relevance to the purchase decision and are therefore merely cost-intensive, unnecessary gimmicks.
A closer look at the term customer touchpoint
Let’s take a closer look at the topic “customer touchpoint”: A customer touchpoint plays a central role within customer experience management and can be described as a moment when consumers come into contact with your company or products. These touchpoints can take place before, during or after the purchase. Customer touchpoints that consumers find pleasant and positive lead to conversion, i.e. purchase, while touchpoints where consumers have a negative experience can affect their impression of your company or your products in such a way that a purchase is not made.
So it is crucial for companies to make these touchpoints as positive as possible, because there are usually quite a few of them. If you design 5 touchpoints positively and the last touchpoint creates negative feelings in your consumers, the purchase will be abandoned. A simple but very vivid example for the abandonment of a purchase is a missing payment option 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
- Customer service by telephone
- receipt of an invoice or reminder
- the supermarket checkout
- a presentation area in a department store
- a trade fair stand
- unpacking goods
- an insurance agent
- advertising flyer
- and many others…
So no matter what or who it is, anything and everything that comes into contact with your company’s customers is a point of contact!
Examples of customer touchpoints
Search engines as an entry ticket into 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.
Almost 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 customer touchpoint
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 banner (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”.
Continuously measure and optimise 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 within the framework of customer experience management
Customer experience management therefore means knowing at which touchpoints your customers and prospects have positive and negative experiences. This in turn means that you need to survey your customers at the different touchpoints, for example with the help of technology specially 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 website via pop-up or layer survey, for example, about the quality of the content, whether all content was found, you ask about the usability of the page or your web service or about the simplicity of the ordering process (web experience).
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.
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.
They conduct surveys on the perception of your company’s advertising measures.
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
Event- und 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 behaviour of their customers. In discussions with our customers from the field of customer experience management, we notice time and again that the drive of the vast majority of companies is not the rapid maximisation of profit or simple data collection rage, but rather the adaptation of products, services and the company structure to the needs of the customers. Those who really put their customers at the centre of their actions will inevitably also benefit economically.
“For the feedback evaluation of all touchpoints, QuestionPro is a great choice to quickly and easily create questionnaires for obtaining customer feedback and to be able to adapt them “in time”. The good price-performance ratio convinced us just as much as the first-class support at QuestionPro.”
Popular methods for data collection in the context of customer experience management
Online Customer Surveys (Online CX Surveys)
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 recorded by quantitative methods and experimental procedures therefore have their justification.
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 journey in a useful way!
Excursus: The importance of customer experience management
In a brief study entitled “Customer Experience Management: Hype or Actual Added Value?” by ECC Köln, 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 give the topic of customer experience management a high priority, 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 for the fact that the topic is still viewed rather cautiously in practice.
In a nutshell: measures to increase customer experience are often developed “on the greenfield” or even adapted and implemented by the competition, but in practice do not lead to the desired effect at all. And because no regular customer feedback is collected, the whole thing simply remains undiscovered! This lack of measurability at the communication and interaction points between customers and companies is the greatest challenge within customer experience management.
Tips and best practices for your customer experience management strategy
The following is a summary of valuable tips and best practices from the field of customer experience management that we have gained from numerous projects with our customers.
1. Customer-centred culture
The customer experience is determined by the quality of all interactions your customers have within the entire customer lifecycle (customer journey). This includes all their experiences from customer interactions with employees working in all departments and areas such as marketing, sales, customer support or customer service. All areas of the business need to work together as one 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 when unconditional customer centricity is part of your company’s core 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. create 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 Plattform QuestionPro CX (CX-Software)
If you really want to carry out touchpoint analyses comprehensively and sustainably, then it is essential to use modern and innovative survey technologies that enable you to initiate and publish customer surveys and to centrally collate and evaluate the collected data. The QuestionPro CX customer experience management platform 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 show you an overview of the most important features. Of course, you have the option of testing the QuestionPro CX software free of charge for 14 days so that you can see for yourself how quickly and easily you can conduct customer surveys and touchpoint analyses.
The user interface of the QuestionPro CX customer experience management platform. 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 match your company’s CI.
Publishing CX surveys
QuestionPro CX software offers you a wide range of options for distributing and publishing your touchpoint analyses and customer surveys, so you can truly measure and evaluate every conceivable customer touchpoint.
Integration of CX 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 CX surveys by serial mail
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.
CX 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.
If you want to conduct customer surveys in retail stores or shopping malls, 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 CX surveys
Offline surveys via smartphone or tablet PC, for example by interviewers or sales staff, can also be carried out easily with QuestionPro CX. 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.
With QuestionPro 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”.
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 in order to select which criteria must be fulfilled for the survey to appear.
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 CX surveys 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 QuestionPro CX software, you can quickly create a powerful customer insight community that helps you gather qualitative and quantitative feedback.
Important features and functions of QuestionPro’s CX software
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.
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.
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.
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.
The QuestionPro Customer Experience Management platform offers you a sophisticated ticket system for support and complaint cases. The tickets can be forwarded to a specific responsible department depending on the touchpoint or stored routine.
Multilingual CX 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.
– Deposit of KPIs
– Customer journey tracking
– Integration of third-party applications
– Integration of CRM or ERP systems
– Merging and analysis of operational 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 with an experience dashboard 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 touch of a button
- freely configurable graphics
- Time series comparisons for NPS, CSAT and other KPIs
- Cross tabulations & network diagrams
- Customer segmentation
- semantic text analysis
- Trend analyses
- correlation analyses
- Balancing & weighting
- Report and data consolidation
QuestionPro’s Customer Experience Management Dashboard clearly shows you all touchpoints and the corresponding KPIs stored.
Another view of the Customer Experience Management Dashboard
True customer journey tracking for consistent and sustainable customer experience management