How to take your CX from good to great with data collection and CRM technology

July 20, 2018

Many companies understand the value of customer experience but lack the analytics needed to strategically scale

While 75 percent of organizations believe themselves to be customer-centric, only 30 percent of consumers agree, according to Capgemini.

In today’s digital landscape, it’s statistics like these and many others correlate long-term success and revenue growth with a company’s overall customer experience (CX). 

Despite 60 percent of global chief customer officers confirming CX-related initiatives are proven revenue drivers, however, nearly 90 percent have yet to make their vision actionable, according to a 2016 PwC study. 

“In today’s customer experience economy, companies are no longer compared to their direct competitors. They are compared to the best service they ever received — from any company or person,” according to Shep Hyken, Forbes contributor and chief amazement officer at Shepard Presentations.

Uncertainty regarding where in the CX journey to focus  

Companies often mistakenly place importance on singular touch points of the CX journey, rather than focusing on the customer experience as a whole.

A lasting and impactful CX, however, is formed by optimizing multiple touch points on various channels over time and the experience between those touch points, not by focusing on any singular touchpoint.

The strongest data influencing the shift in CX is behavior-based: Consumers buy experiences, not things.

Purchasing investments are triggered by experience over a physical good, according Thomas Gilovich, social psychologist at Cornell University’s Behavioral Economics and Decision Research Center.

How technology enhances a CX strategy

CX that is aligned to today’s digitally-empowered consumer is nearly impossible to create — let alone sustain — without the right data collection, analysis, and insights tools in place. 

Over the last two decades, consumers have come to expect personalized, on-demand, and increasingly valuable service time and again — a direct byproduct of brands that make data-driven decisions. Brands that execute this effectively (e.g., Nordstrom, Zappos, etc.) all credit their success to combining behavioral economics and data.

In fact, Capgemini found that 81 percent of consumers are willing to pay more for a better customer experience.

The long and short of it: CX is part understanding human emotion and purchasing behavior trends and part collecting and leveraging data to adjust. 

One of the biggest things that companies require to identify, develop, and refine their CX is data. Simply having access to the data is not enough, however, and companies must know how to work with and effectively communicate data in order for others to take action. 

That’s where technology come in.

Related: Providing excellent customer service with surveys

With no lack of available data — a hurdle that once stood in the way of many organizations for too long to see the benefits above take shape — organizations are now challenged with how best to communicate their data. 

Without the ability to communicate the data narrative to key stakeholders in a way that they understand, the data risks falling flat and is good as not having any at all; often bringing many organizations back to square one. There is where tools like Alchemer and leveraging robust integrations has the most impact.

The benefits of the Alchemer and Salesforce integration

Alchemer allows companies to receive data from customers regarding their experiences with the product/service, company representatives, and more.

Our platform allows companies to automate their data collection efforts via surveys, assessments, and quizzes to gather information about the entire customer journey. This invaluable data can then be leveraged to make more informed CX decisions.

Common ways Alchemer is leveraged to optimize CX

Since the Alchemer platform is so versatile and flexible, it can be used in a myriad of ways. Most commonly, Alchemer is used within CX strategies to measure and refine: 

  • Customer satisfaction  
  • Lead generation  
  • Net Promoter Score 
  • Customer engagement 
  • Customer loyalty 
  • Competitive analysis 
  • Market research  
  • Buyer persona development 

By visualizing insights in a central and easy-to-understand way through robust reporting capabilities, Alchemer empowers CX stakeholders throughout the company to easily consume, analyze, and take action from the data.

A data-driven CX strategy supported with these features becomes even more powerful, however, with a strong customer relationship management (CRM) tool like Salesforce.

These two tools work together by combining the data collection and analysis of Alchemer and industry-leading practices of capturing leads and attributing behaviors/experiences to specific customers in Salesforce. The harmony they create is translated into increased loyalty, satisfaction, and revenue.

When Alchemer is integrated with Salesforce, companies can push the data collected in Alchemer to standard or customer Salesforce objects. In turn, this makes the data available to drive workflow rules, reporting dashboards, and more.

All in all, the two platforms can work together to help companies gain actionable insights from their customers; automatically route form submissions into Salesforce to ensure leads do not fall through the cracks; and optimize their sales strategy to drive more closed-won opportunities.

Click here to learn more about how your CX program can benefits from the Alchemer and Salesforce integration.

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