Get a Single Customer View from Your CEM Platform
September 15, 2016
Chances are good that you’re listening to the Voice of the Customer (VoC). But is everyone in your business hearing the same thing? To make good business decisions, you need to see clearly. You need a single customer view.
A single customer view is an aggregated representation all of your customer data. It’s an overview of what customers like and dislike, who they are, and what they want from you.
Even companies that really care about customer experience struggle to capture a single customer view. That’s because each touchpoint along the customer journey can look entirely different.
For example, the shoppers in your stores might seem happy. The customers who call your support center could be mad. The people talking to you on Twitter probably split down the middle, depending on the day. So if you make business decisions based on just one silo of customer feedback, you could make some big mistakes.
That’s why you need to unify all of your customer data. Clarabridge’s CX Analytics platform is specifically designed for this. It allows you to rationalize and normalize omni-channel data for analysis. Then, you can distribute your results to the whole organization. That way everyone is starting from the same place. You’re all working from the same insights, addressing the same major issues, and providing a consistent customer experience.
However, having a single customer view does not mean ignoring individuals. Everyone loves a tailored experience, and every customer deserves answers to their questions. But having a platform that provides a single customer view allows you to be more efficient. It gives you a baseline for satisfying more customers more quickly. It tells you what the majority of them want.
Listening to the VoC is not enough. Everyone needs to see the customer in the same way in order to move in the same direction. You need technology that gives you a unified, single view.
The ability to unify all feedback is one of the core ingredients of a successful customer experience management platform. To learn what else you need, watch our webinar, “How to Select a CEM Platform.”
Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. Today, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.