Is “Synchronization” the New Black in CEM?

By: Clarabridge Team

October 9, 2013

By:  Melissa Pippine

I’m currently working on a joint webinar with bestselling business author and Gleanster analyst, Jeff Zabin and as usual Jeff has intrigued me and now my mind is off to the racesJ.  We’re preparing to share research on omni-channel listening in retail and the positive benefits that has on customer experience and Jeff used the word “synchronization” and it was all over – insert my personal eureka!!

Many of you who have heard me speak know how passionate I am about acting on customer feedback.  Listening is so 2010 and frankly, anyone can listen.  As organizations have matured, they have grown to understand the importance of acting on customer experience.  Customers expect you to understand their feedback, resolve the issue and respond back to them in near real-time.  While many enterprises are still figuring out how to accomplish this task, they at least recognize the importance of doing it and are budgeting for technology to support these efforts.  So as we continue on in the maturity of CEM, I believe the Holy Grail will be in the synchronization of these efforts.  Synchronization is the orchestrating of all of the key facets of CEM into one, centralized and managed view of customer data and the actions that will be driven from it.  It’s why so many point solutions fail as a long-term solution to the holistic management of CEM; they lack the support of synchronization.

In no less than three minutes I made a list of all the areas that require synchronization to drive a consistent, systematic approach to CEM.

  • Various social sources into a single social hub-> synching of feedback from various sources for consistent analysis of categories, sentiment, SAT scoring, etc.
  • Internal sources (email, survey, call center, chat) with External sources (ratings and reviews, facebook, twitter, blogs forums)
  • Structured data (demographic data, spending, store, product) with unstructured text
  • Feedback across languages
  • Customer Feedback with Employee Feedback
  • Front-Line employee feedback with Product Management
  • Customer feedback residing at HQ with the Employees who can take action and respond with customers
  • Responses to the same topic to different customers amongst different agents
  • CEM goals and expectations across various departments in the organization
  • Corporate goals and KPIs with employee goals and compensation
  • Investment in CEM and ROI

Join in and tell me what you think requires synchronization.  This is certainly not a complete list but does absolutely highlight the need for an enterprise level CEM hub to drive consistent analysis across sources, employees and languages.