Have you recently checked your screen time analytics on your phone? If not you should, and I am sure you will be shocked at how much you have spent staring into the screen of your phone today, or this past week. One study found that 20% of respondents spent more than 4.5 hours on their phone during the week. Other studies have put the average time around 3 hours and 15 minutes. The average user checks their phone 58 times per day. With this increase in usage, and attention spans getting shorter and shorter, what is differentiating brands? A study done by CustomerThink states that “74% of respondents agree that customer experience will overtake price and product as the key brand differentiator” in the coming years. With this increase in attention being placed on experience, we believe that it is imperative for companies to have an experience management platform, also known as MROC for tracking customers experience.
More than a survey at checkout
While some companies have equated customer experience management with sending a survey post checkout or post purchase, customer experience management (CXM) goes far beyond this. Companies need to connect with their customers and do ongoing monitoring and measuring of sentiment throughout the customer journey. By using a market research online community or CMX you can increase your customer acquisition and retain your customers better.
The Metrics to Engage and Analyze
Understanding a customer's experience after they have purchased a product and finding out their experience is similar to only interviewing the winners of a race. You want to find out information on everyone who showed up for the race, and find out why some never completed, and at what stages they dropped off. Or those who showed up to the race, and then never started. Each step along the process is crucial to find out motivations, and stumbling blocks to your customers and potential customers. Understanding each stage of the customer journey is crucial to understanding and improving the customer journey and experience.
Go Beyond Surveys
While a common practice for examining customer sentiment is done by administering surveys, another way to drill deeper is pairing the results with in-depth discussions. Using Insightrix Communities software allows our clients the ability to create customer satisfaction surveys, and then drill down deeper with discussions. By inviting members who were dissatisfied into a private discussion the moderator is able to find out the points that caused their experience. While those who answered in a positive fashion are able to be put into a group discussion where they can discuss the pleasant experiences that led to their satisfaction.
If you are looking for a way to track your customers experiences in order to increase your customers positive experiences with your brand then please do not hesitate to contact us.
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