Solving Marketing Mysteries with Customer Experience Management

By: Lisa Sigler

February 11, 2015

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An urgent mystery that must be solved. Shadowy figures with crucial information. Brilliant professionals who are driven to uncover the truth.

This may sound like the premise to a great television show, but it also describes marketers who are using customer feedback to empower their campaigns and activities.

An effective CX (customer experience) program includes collecting, integrating, and analyzing customer feedback and using the resulting insights to inform business decisions that improve customer satisfaction. Customer feedback is the trail of evidence you can use to uncover how your customers really feel about your brand.

Using the right technology lets you combine what you know about your customers (demographics, buying history, sales channels, etc.) with what customers and employees are saying – through emails, phone calls, online reviews, survey responses, and any other channel. You find out who your customers are – their identities, preferences, and problems – and can use that information for targeting campaigns, promotions, and content, as well as for addressing problems.

Customer experience programs are increasingly driven by marketers. In fact, marketing funds the majority of CX initiatives in over half of companies, and half of all “chief customer officers” report into the marketing function.  This makes sense because CX data takes the guesswork out of brand management, crisis identification, and campaign optimization by providing evidence on which to base a marketing plan. And if the plan isn’t working, you have a solution for finding out why.

Despite these benefits, the Temkin Group reports that only 3% of organizations have fully mature CX programs. That means that clues are being missed and insights are being lost. If you don’t think that’s a problem, consider these marketing truths, and the mysteries they represent:

  • 90% of customers say buying decisions are influenced by online reviews. Do you know what your online reviews are saying about you? How can you possibly read them all?
  • 47% of consumers will stop spending if the company gives a bad response to a bad experience, while only 6% will stop spending if they get a good response. How well are you responding? Are you sure?
  • 95% of businesses do not take the time to read free-form survey responses. Are there important details hiding in those text boxes that could help you with your next campaign, ad, or event?

Are you ready to unravel these secrets?

When you listen to all sources of customer feedback, you have the clues to solve any mystery in your business.

To learn more about how marketers drive and use customer experience programs, download our new Clarabridge eBook The CX Files: Marketing. How Customer Experience Management Helps Marketers Uncover the Truth About Their Brands.



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 and benefits of technology to life. In her current role, 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.