Improve CSAT by Creating a 360 View of Your Customer Across All Their Feedback
February 19, 2020
The lack of a holistic view of the customer can be a large hurdle to improving customer satisfaction (CSAT) today. In order to ensure that customers are being serviced in a personalized, positive fashion across all touchpoints, companies must establish a 360° view of the customer experience (CX). CX teams look at customers differently than marketing or contact center teams do based on datasets available to them. Organizations have a hard time creating a unified, omnichannel view of feedback that enables businesses to understand how every single customer has interacted with them in the past. This understanding includes knowing what truly matters to customers, what emotions they associate with a company, and what factors drive customer satisfaction.
By implementing a Voice of the Customer program that can uniformly measure every piece of customer feedback from channels including phone calls, chats, emails, surveys and purchase history, companies can break down internal data silos and create a detailed “single view” of the customer. Businesses can use the resulting insights to empower their agents to offer an improved CX, develop robust “next best action” strategies, reduce churn and improve overall CSAT.
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About the Author:
Shorit Ghosh is the Vice President of North America Services at Clarabridge. Shorit manages a team of consulting managers, business consultants and technical architects to help his customers improve their own customer experience, increase revenue, and reduce cost and churn.