suitecx©2015,  suitecx Inc. December  20,  2015

Customer  Experience  Management:How  can  you  get  a  deeper  understanding   of  your  customers  for  2016?

We  are  all  trying  to  be  more  customer  centric,  but   it  isn’t  easy.  Here  are  some  practical  tips  to  help  you  be  more  productive   in  2016.  

1.  Use  more  Unstructured  Data  Almost  80%  of  customer  data  is  unstructured.  Unstructured  data  includes  social  media  posts,  mobile  data  such  as  geolocation  and  app  engagement,  audio,  video  and  photos,   call  center  recordings,  product   reviews,  etc.    

It’s  time  for  companies  to  put  a  plan  in  place  to  capture  this  data  and  use  it  to  make  better  business  decisions.  Text  analytics  can  help  you  start  to  understand   the  unstructured   text,  extract  relevant  data,  and  transform  it  to  structured,  usable  information.    Companies  are  deploying  enterprise  content  management  systems  and  services  like  Hadoop   to  help  with  capturing,  storing  data  and  making  sense  of  it  all.    

Thought  Leadership

“It’s  time  to  create  a  data  management  plan  and  get  started.    Without  data,  you  simply  can’t  act  on  any  of  your  CX  strategies.”Darcy  Bevelacqua,  VP  ofSales,  SuiteCX

2.  Conduct   Journey  Mapping  and  Ethnographic  Research  Suddenly   everyone  is  talking  about  journey  mapping,  but  most  organizations  don’t  take  the  time  to  do  the  detailed  work   to  understand  what  actually  happens  at  each  touch-­‐point   for  each  customer  segment/persona.    Instead  companies  brainstorm  what  they   think  might  be  happening   (inside  out)  and  hope   that  this  is  enough.    In  addition,  organizational  silos  incent  each  department  differently  and  do  not  reinforce  getting  the  customer  experience  right.

It’s  time  to  do   the  real  work  of  journey  mapping,  mystery   shopping  and  ethnographic   research.    Talk  to  real  customers  to   find  out  what  they  are  trying  to  accomplish  and  then  think   through  ways  to  deliver  a  better  experience.    A  better  experience  may  not  be  fixing  what  you  do  now;   it  may  be  creating  something  totally  different.  Also,  create  incentives  that  cross  organizational  boundaries  to  fix  the  core  CX  problems,  and  create  cross-­‐company   teams  to  design  the  improvements.    Keep  in  mind  you  may  need  more   training  or  expertise  to  help  you  utilize  journey  maps  to  your  best  advantage,  but  once  you  have  done   the  work   the  benefit  will  be  clear  and  measurable.  

3.  Deploy  Machine  Learning  and  A/B  testing  Companies  are  feeling  the  pressure  to  get  smarter  more  quickly.    Customers  are  savvy   to  most  traditional  marketing  gimmicks  and  don’t  have  the  tolerance  for  irrelevant  messaging.

It’s  time  to  begin  ongoing  A/B  or  multivariate  testing  and  deploy  machine   learning  to  understand  what  resonates  best  for  each  customer  segment,  journey,  and   lifecycle  stage.    Deploy  technology   to  help  you

suitecx©2015,  suitecx Inc. December  20,  2015

About  SuiteCX®Backed  by  over  120  years  of  combined  experience  in  customer  experience  consulting,  SuiteCX is  a  set  of  software  tools  that  allow  users  to  make  fact  based  decisions  and  process  improvements  that  are  grounded  in  the  customer  experience.  Customer-­‐centric  diagnostics,  touch  inventories,  journey  maps,  customer  storytelling  and  precision  marketing  are  all  components  of  this  groundbreaking  software.

Thought  Leadership

learn  faster  so  you  know  precisely  when   to  send  offers,  when  to  send  content  and  when   to  ask  questions.Stop  sending  out  communications   based  on  your   time  schedule  and  start  using  what  you  know   (e.g.,  location,  time  of  day,  browsing  behavior,  recent  purchases,  customer   lifecycle,  LTV  etc.)  to  communicate  more  effectively  and  measure  what  works.

4.  Build  one  centralized  customer  database  At  the  moment  companies  are  targeting  devices,  not  people.  Create  a  common   sign-­‐in  or  unique   id  that  tracks  consumers  across  their  devices  to  deliver  a  connected  experience. Work  on  creating  a  single  customer  view  to  start  targeting  individuals  according   to  their  needs,  preferences  and  lifetime  value.  

It’s  time  to  create  a  data  management  plan  and  get  started.    Without  data,  you  simply  can’t  act  on  any  of  your  CX  strategies.

While  these  things  are  not  easy  to  do,  the  time  to  get  started  is  now.    Building  a  long-­‐term,  sustainable  and  relevant  relationship  with  customers  and  prospects  will  ensure  that  you  can  weather  the  storm  of  industry  disruptions.  

Customer  Experience  Management:How  can  you  get  a  deeper  understanding   of  your  customers  for  2016?

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