Customer Experience Management

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Why implementing a CX programme is important for your business growth

Before we go into more detail about why using a CX management platform and measuring and analysing the customer experience is important for any business, let's take a look at the following figures:

  • 83% of all surveyed executives believe that an unimproved customer experience poses a significant risk to them in terms of revenue and market share. (Forbes)
  • 77% of all consumers surveyed consider a company's customer journey to be as important as the quality of its products and services. (Forbes Insights)
  • CX accounts for more than two-thirds of customer loyalty, more than brand itself and price combined, but more than 70% of CX leaders struggle to develop projects that increase customer loyalty (Gartner)
  • 80% of consumers are willing to pay more for a product or service just to experience a better customer experience. (White House Office of Consumer Affairs)

As these statistics show, the customer experience is in many ways closely related to the success of your business. Your company can offer the best price and the best product, but if the customer experience is not good, you will have a hard time keeping your customers loyal to your brands and products. Moreover, remember that customers who have had a positive customer experience are more likely to buy again than customers who have had a bad customer experience. So customers are willing to spend more if a company is able to deliver an exceptional customer experience.

Market researchers and CX managers are screaming with happiness


Conducting touchpoint analysis is essential for your business success

One of the most market-proven tools for building and maintaining a healthy relationship with your customers is knowing their experience of a product or service along the customer journey. What better way to know this than to simply ask them? This is where automated, digital and analytical CX software can help your business. The right Customer Experience Management platform should not only help businesses and brands better understand customers along their journey, but also enable teams to improve their customers' overall experience.

The main reasons for conducting touchpoint analysis are:

  • it helps to identify product or service weaknesses
  • it gives your customers a voice
  • with touchpoint analyses, you collect valuable insights to be able to analyse them and react to them immediately in real time (closed loop)
  • touchpoint analyses increase customer loyalty, brand loyalty and visibility in the medium to long term

By tracking the customer experience through touchpoint analytics, you can identify problem areas and make changes to improve your customers' overall experience at different touchpoints throughout the customer journey.

More information about the customer journey

How can a CX programme be put into practice?

First of all, we understand that there is sometimes too much in-depth theory around CX. It is often our experience that CX managers, despite having extensive knowledge on the topic of Customer Experience Management, do not know where to start when it comes to using CX software. If you have never used CX management software before, it can be difficult to use it appropriately at first. Similarly, the expectation is that initial results will be seen within a few days of implementing a CX programme, whereas the reality is that, as with all good things, you need to be constant and patient to see initial results.

A clear outline of your company's customer experience strategy is crucial before you even start implementing a software-based CX programme. To make a product or service customer-centric, you need to ask your customers the right questions at the right time and at the right touchpoints. Asking customers about experiences with your brands and products is a start, but that's not all. You also need to actually respond to any feedback your company receives in order to provide a great customer experience. What is meant by this is that you a) actually respond to customer feedback, i.e. criticism, suggestions for improvement and proposals. And b) it means that you draw your conclusions from the sum of all feedback and adapt the customer journey according to your customers' wishes and create positive customer experiences. For all this, you need a technological infrastructure and also the acceptance of all your employees to think and act in an unconditionally customer-oriented way.

We support you in implementing CX software

Our CX experts have implemented countless CX programmes over the course of many years and have acquired a wealth of knowledge regarding the roll-out. Which third-party systems need to be connected? What does the customer journey of your brands and products look like? Which personas are there? Which touchpoints should be addressed and analysed first? Which questions should you ask your customers at which touchpoints? How do we implement a closed-loop ticket system? How do you design detractor recovery programmes? How do you benefit from positive feedback and make it publicly visible? How do you deal with gaps in the customer journey? How and when can you use qualitative and quantitative methods to gain insights? What should the data analysis look like? We work out these and many other questions together with you.

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Implementation of technology-based CX programmes. We answer all your questions!

If you want to implement a CX programme, use CX software or replace existing CX software, then the experts at QuestionPro are the right people for you. We can advise you on all aspects of Customer Experience Management. Arrange an individual appointment!


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FURTHER KEYWORDS

Customer Experience Management | Touchpoint analyses | Customer surveys | CX software 


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