Customer Experience 360 : See What’s Happening In Their World
There are 360° in a full circle. When you identify a point on a circle, you can determine the relative angle. Each time you increase/decrease 1° you’re creating a new angle. If you continue to increase an angle it will eventually 'double back' on itself and form a full 360° rotation.
The customer experience journey is a circle. A full-fledged, never-ending, loop-back-around, 360° circle. Keeping momentum and driving positive experiences is what keeps the customer on their journey or ‘within their circle’.
When you think about breaking down the different journey points that make up the circle, you’re always plotting a new experience and new touchpoint. Right, acute, obtuse, straight, reflex; these are all types of angles, with a full angle being the entire circle: 360°. So, if we were to plot these different touchpoints along the customer experience journey circle, we’re effectively creating new angles or new approaches or channels for optimizing the customer experience to keep it going full turn.
From awareness, to interaction, to loyalty, to support, the journey spans a variety of touchpoints including digital engagement, social media, on-site, chat, virtual, and phone. These are examples of omni-channel experiences that impact overall satisfaction.
According to a Gartner survey one of the biggest challenges facing customer initiatives is multiple sets of customer data and information existing in disparate systems. Let’s tackle that.
6 Degrees of Customer Insight
When you have a 360 view you create more meaningful, personalized, and relevant experiences. Hopefully they are contextual too. As you move toward operating digital customer experience programs with a mobile mindset, you’re increasing the available and diversified data that can be collected through a user’s device(s).
Surveys This is the most traditional and direct form of gaining customer feedback. Sometimes the easiest way to source customer sentiment is to just ask. To fully leverage the potential of feedback surveys, make sure you are carefully listening to feedback across a variety of channels.
Polls Similar to surveys, polls illicit direct in-the-moment feedback. Polls are a fast and convenient way to gauge sentiment or pinpoint needs/gaps by polling a large (or small) group of people who have vested interested. Every poll, survey, interaction is recorded and saved for customer insight.
Social This is two-fold, inbound and outbound.
Audience listening is an inbound form of customer insights and a critical component for deriving more emotional analytics, trending topics, top posts, what content is shared or liked, all valuable data points for your 360 view.
Outbound social, interactive correspondence via a preferred channel of communication is critical, and more than just background noise. According to Twitter, customer service interactions over Twitter have increased 250% in the last two years.
Content Helpful content and collateral is important to any part of the customer experience journey. Through content distribution you can pay closer attention to customer activity and engagement for a better understanding of the pages they’ve visited and the types of content they are most interested to hone in on your content strategy efforts.
Context The more you know about an existing or potential customer, the better you can improve that customer experience. If I know what devices they use, their preferences, or high trafficked areas, I can custom tailor, or craft additional experiences that map to those same preferences. Contextually-aware tools are an effective vehicle for creating more meaningful relationships and customer experience journeys.
Omni-Channel Your customers have a desire to reach out to other customers, connect and share or consume content. They want to have a voice in the dialog, so let them. You’re simply opening additional channels for listening, evaluating, and addressing customer insight.
Once you know your customers better, you can use that knowledge to personalize each interaction.
77% of people say that valuing their time is the most important thing a company can do to provide them with good service. – Forrester Research
Social media interactions, product data, behavioral attributes, demographics, geo-targeting, content consumption, they all filter through mobile app usage and funnel into a collective user and use case centric dashboard. It grows exponentially over time with increased mobile app usage and contextually relevant experiences that are produced from actionable insights procured through the data.
This aggregated data across a single dashboard drives a de-siloed approach to understanding the customer experience journey. The power of a mobile app with a robust metrics system enhances your ability to discover, plan, act, and optimize.
Being 360 means affecting all touchpoints of the customer experience, all angles, all sides, all levels of engagement. In the past, the customer journey came to end, with minimal, ad-hoc contact from service departments. The beauty of 360° is that now, the journey never really ends, it’s full-turn as our customers become fans, our fans become evangelists, our evangelists become our partners. It’s 360°.