5 Ways to Spread Customer Intelligence Throughout Your Organization

You’ve done it! You’ve selected and implemented a platform, compiled your data, applied advanced analytics, and now you have a great set of informative insights that have the potential to really better your customer experience (CX).

This victory is definitely one to be celebrated, but while the finish line may be in sight, discovering insights is not the end of the road. In fact, this is where the real CX revolution begins for your organization. From here, you have the incredible opportunity to make informed changes based on these insights and create the systematic practices that actually impact the business.

To get there, you need to share your new learnings throughout your organization—but how? Here are five ways to socialize customer intelligence with everyone from front-line employees to the movers and shakers of the C-suite.

1. Create a CX Cross-Functional Team to Share the Responsibility

A CX cross-functional team is a team made up of people from across your organization who oversee your company’s customer experience. It’s important for these individuals to be from multiple departments so they can discuss the customer journey from multiple touchpoints and perspectives. The meetings should be a forum where the customer is at the center; new insights and plans to act on them should also be part of the agenda. This team should also be able to make CX assignments, hold other members accountable, and report on progress.

2. Enhance the Insights to Make it Relevant to the Audience

Relevance is key to the success of CX efforts, so it is important to understand that an insight that is relevant to one department won’t necessarily concern other departments. To understand relevance, break down what is important to each individual stakeholder (whether it’s specific problems or issues they face, or outcomes that determine their success directly) and then enhance the value of insights by tying CX and business data together in a way that directly impacts that stakeholder. That way, you are putting these insights in a language that will speak directly to the people who are in the best position to act on them.

3. Leverage the Insights You Have

Sometimes you already have the answers you need. It is important to go beyond the scores and metrics in your data and utilize the unstructured data, such as comments and reviews. Combine this with real-time detection abilities and you can uncover relevant stories that can lead you to root cause (the holy grail of insights). From there, you can leverage your most valuable resource, your employees, to tie up any loose ends and solve root cause.

4. Use Emotion to Tell the Story

I know it can be a difficult thing to do, but try to shift focus away from scores or issues. When it comes down to it, people aren’t driven by numbers, but by emotions. Instead, focus on specific comments that can provide the “why” behind the emotions that drive those scores and issues. You can even introduce technology that specializes in measuring customer emotions. You can also utilize employee emotions and introduce motivators such as rewards and recognition programs to increase CX ownership.

5. Create a Proactive Communication Plan

This may be the most important of all five of these tips, because socializing requires pristine communication. One characteristic of the best communication plans is that they share insights promptly and regularly by utilizing automation. They also use a variety of methods, whether it’s meetings, emails, alerts, or other tactics. Communications should emphasize internal successes and empower data-driven action and accountability. The plan should also involve program champions from all departments, so that everyone is updated on the latest insights and initiatives.

When you spread customer intelligence across every department of your organization, something amazing happens: a CX centric company culture. With every employee doing their part to make your customers happy, you will find that customer loyalty will skyrocket—alongside your business metrics.

To learn more about how to unlock your customer data, check out this white paper on the danger of data silos.

About Author

David Van Brocklin Sr. Director, Customer Success

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