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Voice of Customer Alone Isn't Enough For The CX Journey

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increase in revenue when compared with higher CX ratingsYou should care about the customer journey not simply because of the financial advantages to your business, but because of the qualitative organization value added here as well. How you manage customer journeys affects not only your customers but every employee in your business. Because every employee impacts your product, how smoothly the business runs, or how consumers interact, even employees who don’t interact with customers directly have a tremendous impact on the experience that customers have with your brand. Excellence in customer experience can only be delivered when every department is aligned. This requires the brand and its employees to support a CX driven strategy across each department. When integrated with Voice of Customer, this data proves even more powerful.

To understand what happens along the journey, you need to listen. Customers, your employees, and your own processes all can reveal truths about customers journeys at your business. Today, many companies use Voice of the Customer data to reveal what customers are thinking, what their intentions are and how they react to different experiences. This is extremely useful data that unfortunately can also be misleading.

Voice of the Customer is only the beginning

There is a huge value in collecting voice of customer data and it lies in the possibilities for personalization. While some of the more advanced survey tools do allow you to send the results of customer feedback surveys directly to a CRM, if this data reflects a poor experience, it can often take someone manually reviewing the form to actually fix a problem. This misses something critical. What’s missing is the real-time context that caused a certain customer response. To get the most value out of VoC efforts, you need to integrate it within your larger CX program. As important as the customer’s voice is, it isn’t enough to manage the customer experience all on its own. To understand their journey, businesses need to see not just what customers say has happened, but what they actually did.

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