3 Recipes for CX Cheer
December 21, 2015
We all want our customers to be cheerful during the holidays and year-round. However, sometimes it can be difficult to understand how your customers feel. A lack of understanding is surely not a good recipe for cookies or CX cheer.
To help make sure your customers are always happy, we have three tried and true, cherished Clarabridge-family recipes that we’re certain you will enjoy this CXMas.
1. A Successful Survey
Structured data (as much as needed)
Unstructured data (as much as you can get)
Collect as much structured data from your customer surveys as you think you need. Be wary of creating surveys that are so long that your customer abandons them—keep your surveys to the point and relevant. Create breaking points in the survey to collect data in useful batches.
Next, make sure that your surveys always include unstructured data. Even finishing with a simple, “anything else?” gives your customer the opportunity to share anything you may not have thought to ask.
Finally, look at all of the structured and unstructured data together. This will give you a more thorough understanding of your customers than either type of data could possibly reveal on its own.
2. Emotional Understanding of Customers
Temkin Group has named 2016 the year of emotion. Emotion is very hard to measure; however doing so can open up many insights into your customers. Text analytics allows you to detect trends and gather meaning from what your customers are saying. Applying sentiment analysis will give you an understanding of the feelings behind that text and the degree of negativity or positivity associated with it. Use them both together, and you can gain an understanding of how your customers feel and how you can improve negative emotions and expand positive ones.
Today’s customers have many places to share their thoughts and feelings about a company. This is great because it provides more opportunities for them to talk to you. However, for this to be beneficial to your brand and your customers, you need to be listening to, analyzing, and engaging with these customers. Combining all of these sources of data gives you a delicious start for the best possible customer experience management program. Mix well and watch those insights rise.
Looking for more treats? Check out our whole CXMas countdown!
Kate Zimmerman is a Content Marketing Specialist at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.