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Customer experience, a top priority in the modern enterprise, drives customer preferences in the marketplace. Successful CX management requires persistent and perpetual improvement, which can be frustrating due to a number of CX challenges.
CX is all about communication: hearing what the customer is saying and responding to it, then posing follow-up questions that move the relationship forward. Most CX challenges fall squarely into the domain of communication -- at both the customer and enterprise levels.
Here are some examples of those challenges:
1. Insufficient response from customers
Improving the customer experience requires copious amounts of data from the consumer. This becomes a problem when there's not enough data to work with or when the data doesn't represent enough of the customer base to offer meaningful insights. This can cause CX efforts to miss the mark and leave problems unchecked.
Placing customer response mechanisms in every channel in which customer interaction is happening -- webpages, email, text, social media -- is an effective response to this challenge. Moreover, this multichannel response effort requires constant monitoring to ensure well-balanced response rates and consistent, quality feedback.
2. No multichannel management strategy or tools
Omnichannel management requires a strategic plan, and crafting that strategy requires strong input from IT. A highly unified, well-synchronized data model can support the customer's use of many channels -- one example of which could be checking product prices and availability at home on a laptop or mobile device; another, trying on clothing in the store itself but completing a purchase later at home. Centralized content management helps enable these purchasing activities.
3. Dealing with qualitative data
Not all customer feedback is checkbox or statistical, of course. Well-constructed surveys ask for qualitative input -- the customer's opinion in the customer's own words. This data is invaluable on many levels. The problem is, it's not always clear how to process and integrate the data into CX processes.
The answer here is to invest in text analytics. Software and services are now available that can read customer comments and extract relevant sentiment, intensity and urgency -- offering value across the enterprise.
4. Poor in-house awareness of CX feedback
Customers aren't always involved in communication troubles; a big issue might be communication in-house even if customer feedback is strong and consistent. CX is an enterprise-wide commitment, but too often, the data coming back never makes it to the people who need it.
Strong CX closes the customer feedback loop so the insights it produces are available to every employee and department that is in a position to contribute. A notification system should drive this feedback loop, liberally distributing the customer communications that feed CX analytics and corresponding notifications beyond the C-suite as feedback analytics are processed.