4 Customer Experience Management Trends for Digital Marketers
Today's consumers are hard to nail down. They go from smartphone to tablet to laptop in the blink of an eye as they're bombarded with a dizzying array of brand messages. This dynamic has made it even more difficult for brands to forge meaningful connections with key audiences.
A customer's experience with a brand is an essential part of the business-consumer relationship. More than ever, consumers are looking for brands that can cut through the noise and deliver experiences that speak directly to their unique needs and preferences.
Brands are also being challenged to collect feedback from a variety of channels, ranging from comment cards to social media, and then use that data to achieve personalization, the ever-elusive brass ring in customer experience management (CEM).
Leading brands are leveraging technology to get usable customer feedback and achieve high approval ratings from their customers. But if there's one thing I've learned, it's that no brand can afford to rest on its laurels. To stay at the top of their game, brands need to identify CEM trends and adjust their strategies accordingly.
Customer experience management trends
At Empathica, we're seeing four CEM trends that will shape brands’ ability to capture customer feedback and deliver exceptional customer experiences.
1. Omnichannel feedback: It's fairly common for brands to collect data and establish consumer connections through QR codes, text alerts, emails and other mediums. But a relatively small number of brands are maximizing the effectiveness of the data they collect because omnichannel feedback is treated separately, creating disjointed customer experiences and disconnected feedback insights. This year, many brands are improving the use of feedback by implementing technologies that track customers through the entire purchase experience and engage them appropriately across channels.
2. Unsolicited feedback: Survey data and unsolicited customer feedback are both important for improving customer experiences. Customer reviews on websites like Yelp or TripAdvisor empower consumers to make more informed buying decisions. For brands, online surveys and call-center data highlight areas for improvement. In the next year, more and more businesses will bring these two disparate sources of feedback together to enhance their ability to listen to their customers and address their concerns.