Proving ROI: A Holistic Approach to Upselling and Cross-selling Customers

Cross-selling and upselling customers gets a bad rap in the world of customer experience (CX). A lot of brands hesitate to enact full-on initiatives because they don’t want to come off like the worst stereotype of a pushy car salesperson to their clients, and while that’s a worthwhile concern, it’s not the true nature of cross-selling and upselling. In fact, when handled properly, cross-selling can let your customers know that you’re not just interested in their money; you’re invested in their success and the part you play in achieving that. If you want to learn how to telegraph that to your customers, you’re in the right place!

Being Mindful

The first tip we can provide for good cross-selling/upselling is to be mindful of what your client expects. This doesn’t ‘just’ apply to your product—it also applies to your relationships with your point(s) of contact and when customers expect you to reach out to them. Knowing that cadence is its own reward, but it also helps clients stay secure in the fact that you respect their time and bandwidth.

Another, deeper factor here is the notion of a holistic customer, which means getting your company’s departments together and working off of a singular, 360-degree view of said customer. Not only does this help your brand deliver a better experience, but it also helps you know what your customer expects, which informs your cross-selling/upselling strategy.

Best Practices

When you’re ready to upsell, make sure you reach the right point of contact. We know; that point sounds obvious, right? But consider that each part of your offering could sound more or less relevant to multiple people. So don’t bother reaching out to finance about your new marketing tool; instead, take the time to figure out who to talk to in marketing (CX tools are great for this legwork). That way, you’ll be able to reach the person who actually cares about a given part of your product, and they’ll appreciate that you did your homework to find them.

Once you find that person, be prepared to quantify your new feature’s business value. Don’t just reach out to clients thinking that they’ll appreciate a new element solely because it’s new—that approach is guaranteed to give off boiler room telemarketer vibes. Rather, focus not just on knowing what your new feature would do, but how it can help your customer specifically. Case studies, proposed use cases, and the like are extremely powerful tools here.

Good Intentions

This approach to cross-selling and upselling takes more time and effort than reactively reaching out to clients every time you have something new… but it’s also a much more successful tactic. Yes, getting the upsell is great, but doing the due diligence that our approach calls for also lets your clients know that you’re genuinely interested in their business success! When you’ve demonstrated that interest, your clients won’t just be quicker to pick up the phone at the same time next month; they’re going to actively anticipate what you come up with next. In other words, cross-selling and upselling the right way meaningfully improves customers’ interactions with your brand, making it simple to strengthen your bottom line and those relationships in a single motion.


Want to read more about how you can inform successful cross-selling and upselling efforts that will positively impact your bottom line? Read the full article by experience expert Jim Katzman here!

How to Leverage Customer Journey Analytics to Improve Experiences

Each key touchpoint throughout the customer journey plays a huge role in how a customer judges their experience as a whole. This means that at every touchpoint, the stakes are high and there’s a risk of damaging your brands’ reputation. And the scariest thing? It’s not enough to do the work to understand the customer journey at one point in time; businesses need to constantly keep up because customer journeys evolve overtime. That’s where customer journey analytics can come into the picture!

With the appropriate analytics and action, your company can prevent mistakes along the customer journey from happening. Our eBook, Understand and Predict Your Customers’ Needs with Customer Journey Analytics, breaks down a three step process to improving your brands’ customer journey. Let’s get right into it!

  1. Get the Inside Scoop
  2. Pinpoint the Target Areas
  3. Strategize for the Future

Step #1: Get the Inside Scoop 

The customer journey can often feel like a never-ending puzzle. How do we create the best experience for a bunch of strangers? Well, that’s correct, customers are technically strangers, which makes it infinitely harder to cater to them. A logical first step then is to get to know your customers!

With powerful customer experience technology, InMoment can help your brand eliminate silos and combine data according to segmented groups, so you can feasibly sort through all sources of customer feedback, whether they’re solicited (phone, email, or text surveys etc.) or unsolicited (social, third party review sites, and more). Seeing these data points altogether can give you a general idea of how your customers behave, what they care about, and more. When you have an inside scoop on how your customers are interacting with your brand, suddenly, customers aren’t strangers anymore but people you can get to know better and better!

Step #2: Pinpoint the Target Areas

One of the benefits of having data collected from a myriad of sources is the ability to statistically analyze trends, patterns, and anomalies. By measuring what topics have the most traffic, your company can focus its priorities on the issues that matter. Leveraging customer journey analytics to identify the impact of a topic often proves to be a big time saver!

InMoment’s advanced analytics can generate all the associated comments and details about an issue, where it’s happening, the words and themes most commonly associated with it, how widespread it is, what impact it has on your business, and more. It can also generate actionable alerts so you can closely monitor problems that arise—and take action. 

Step #3: Strategize for the Future

With so much data to manage, businesses often forget the potential for feedback to predict customer concerns and behavior. These predictions allow brands to execute dynamic offers, personalized incentives, and customer-focused policies that build loyalty and drive new business. By utilizing your customer journey analytics to predict future problem points and subsequently implement an effective strategy, your company can proactively meet customers’ needs.

Predictive models work the best when they forecast risks and opportunities, including churn/attrition, revenue, customer segments, likelihood to return/recommend, and potential cross-sell and upsell opportunities. With these forecasts, your brand can maintain an informed and preemptive action plan that will keep customers loyal. Customer journey analytics are not only useful today, but for making business improvements in the long run!


You’ve just learned a bit about how to leverage customer journey analytics in your CX Program—but if you’re looking for a more in depth guide to understanding and predicting customers’ needs, read our eBook!

How to Create Winning CX Surveys for Bank Customers

Constant engagement is key to creating quality, meaningfully improved experiences for your customers. Banks can and should engage with them to see what they love about the experience, what might need a little tweaking, and to let customers know that they’re cared for not just as customers, but people. Customers who feel heard and seen in this way will keep coming back even when the competition out there is fierce (and as you well know, it’s always fierce in the banking world). But what best practices should you follow to create winning CX surveys for bank customers?

Most banks rely on surveys to engage with their customers and gather this valuable intelligence, which is why today’s conversation focuses not ‘just’ on how to build a great survey, but how to do so in a way that speaks effectively to banking customers. So, with that in mind, let’s kick things off by going over our two favorite survey types: relationship surveys and transactional surveys.

Relationship Surveys

Relationship surveys are all about the big picture—brands in every industry use them to get a glimpse of the entire customer-company relationship instead of one or two transactions. A good relationship survey gives banks not only how their customers feel about experiences now, but also helps highlight which experience elements might be even more influential tomorrow.

What follows is the secret sauce for a great relationship survey. You want to include metrics that measure overall satisfaction and loyalty. You also need questions about brand perception, channel usage and satisfaction, product usage and satisfaction, and the experiences that impacted, or are impacting, your customers the most. Questions about marketing communication perception never hurt either! All of these questions, when used together, will give your bank a 360-degree view of customer relationships that goes a long way toward Experience Improvement (XI).

Transactional Surveys

As its name suggests, a transactional survey is all about how well (or not) a transaction at your bank went for your customer. These surveys can be tuned to both in-person interactions and online banking. Though transactional surveys are of a smaller scale than relationship ones, they’re also much more specific, which is great when you’re trying to get into the details of individual interactions.

Generally speaking, you want your transactional survey to ask how well the transaction went, overall satisfaction with elements like application processes and bank teller interactions, and whether there were any problems with either the transaction itself or the resolution that followed. All of that makes for a good enough survey, but we challenge you to go beyond by also asking about elements like how knowledgeable your customers think your reps are, how complete your information is, and whether it’s easy to jump between channels for a more fluid experience.

The Next Step

Whether you’re looking to design your first survey or double-checking whether your current one is up to scratch, we also challenge you to bear something else in mind: having a survey is great, but knowing when and where to deploy it is even better. Hot alerts, contextual survey deployments, and being able to analyze unstructured survey feedback can help take your bank straight to the top.

Interested in learning more on how to do all that? Click here to read our full-length eBook on how banks like yours can use surveys to meaningfully improve experiences, strengthen your bottom line, and build meaningful relationships with customers!

Implementing a Customer Experience Platform? Here’s Three Things CIOs Need To Know

Implementing a customer experience program (or any new technology) is exciting—it takes a massive effort from your whole team to get through the RFP process, work out what your new experience technology will look like, how it will integrate with your existing systems, and sign the contracts. At this point, almost everyone in the business is ready to hit the ground running. That being said, there’s usually one team that feels nervous around this stage: the IT team. This team knows what it looks like to onboard a new partner, handle mass amounts of data, and actually get the project off the ground. 

After thousands of implementations globally, we at InMoment have seen every angle of what it’s like to migrate enterprise-level IT projects: the good, the bad, the ugly. What’s more, most of our clients are working with limited resources and stretched teams with no room for headaches. We’ve designed our entire InMoment Platform implementation process to mitigate our clients’ stress and make this one of the most seamless onboarding processes they have ever experienced.

Here’s three things you need to know about implementing a CX platform:

We Protect Your Team’s Time and Resources During the Implementation Process 

Whether this is your first time implementing a CX platform or you are migrating from another vendor, the implementation process has been carefully designed to minimise the effort on your side. During the onboarding process, our team will work with your IT team to design a robust, low maintenance integration with your existing systems—even out-of-the-box connectors to CRMs like Salesforce. 

Our cloud applications don’t require investments and installation of hardware and software, you should be able to get them running and productive in a fraction of the time compared with on-premise software. DNS configuration, digital certificates, and SSO integration are typically all that is needed to get started with the platform.

Beyond desktop support we do not expect our customer’s IT teams to assist the users in the use of the application itself.

The InMoment Platform uses a built-in ETL tool called “XI Workflow,” which is a data processing and workflow engine built for the needs of large programs. 

XI Workflow minimises data work on your side by:

  • Configuring business rules and calculations
  • Automating data imports and exports
  • Transforming data from its raw source to consumption
  • Establishing data processes through drag and drop features
  • Simplifying and accelerating implementation processes

Furthermore, our data warehouse exports are designed in a way in which introducing new surveys or questions does not require any change to the interface itself. 

Don’t just take it from us—we have endless experience integrating data across some of the biggest brands across Asia-Pacific, and they are happy to endorse the seamlessness of the integration process.

You Can Give Different Employees Varying Levels of Access to Data

The InMoment Platform is able to grant specific authority to different user groups. A single report or dashboard can be shared with different users across the organisation, from C-Suite to the frontline. Using flexible hierarchies, this single report or dashboards can have embedded permissions levels and will automatically open on a drill down level that is meaningful to the user.  

If You Need Support After Your Program is Implemented, We’ve Got You Covered

What sets InMoment apart is our award-winning partnership approach to client relationships. Kicking off from the implementation phase, InMoment has technical resources available globally (including in the APAC region) to act as an extension of your team. Beyond desktop support, we do not expect our customer’s IT teams to assist the users in the use of the application itself.

InMoment offers 24/7 support, which means you’ll always be able to connect to a human and resolve any issue that may surface.  From there, our team at InMoment partners with clients through our Continuous Improvement Framework, so they can evolve their programs as their CX and EX maturity grows. 

Interested in learning more? We’ve outlined thirteen Q&As from leading CIOs here in this guide. Get your free copy here

The Holy Grail of Experience: How Your CX Program Can Prove ROI

Every brand wants to crack the code to prove a skyrocketing customer experience (CX) return on investment (ROI). But obtaining stellar ROI is not a simple process, especially if businesses can easily become discouraged when it seems as if their CX programs aren’t producing the amazing results they expected. That’s why some consider it the “holy  grail” of customer experience! But proving the value of your CX program shouldn’t be a process that starts only after the work is done; to successfully show the value of your efforts, you need to consider how you plan to prove ROI from the very beginning. 

Additionally, it’s important to first recognize that the factors impacting ROI cannot be understood linearly. Every department within your company has a different perspective on how their area of the business affects ROI. This makes measuring ROI by customer experience not so straightforward. Your business needs a holistic view of your brand, customers, employees, and the market to drive ROI successfully. 

Here are three tips based on our eBook, “Five Steps to an ROI-Focused CX Program,” that will help your company build a CX program that directly increases revenue. Let’s get right into it!

  1. Design with the End in Mind
  2. Understand Your Customer
  3. Tailor Employee Behavior

Tip #1: Design with the End in Mind

Designing an experience for customers means not just meeting the present need, but the future one as well. This means optimizing the customer journey by adapting to what customers want—even if your business had never considered those ideas before. 

Your company needs to be ready to remove from, add to, and revise its CX program overtime. For example, our eBook 2021 Digital Customer Experience Trends Report, discusses how digital has been a trend in America and Canada long before the pandemic. The main point is that digital will stay relevant after the government removes restrictions, so businesses need to prepare for the future of digital customer journeys. 

As you already know, your CX program is a powerful tool. When your brand designs with careful attention to the intelligence informing you of incoming issues in the customer experience, your chances of increasing ROI improve immensely. In fact, one study found that a focus on the buyer’s journey reaps over 50 percent greater return on marketing investments than those that don’t. 

Tip #2: Understand Your Customer

Actionable intelligence stems from all kinds of sources and each type of data can contribute to your company’s overall knowledge of your customers. From CRM, to VoC, to loyalty, financial, transactional, and beyond, don’t underestimate the value of tons and tons of diverse information. 

By taking advantage of various data channels, Hawaiian Airlines was able to gain a deeper insight into their customers’ experiences. “InMoment appends upwards of 300 customer-specific data points to each response. As a result, Hawaiian Airlines understands the impact that seat location, aircraft type, departure time, delays, food, flight crew, stops, travel history, and other variables play in each customer experience. This extremely detailed analysis enables Hawaiian Airlines to understand trends and pinpoint the exact factors most likely to have significant impacts on customer satisfaction.”

The combination of CX, market experience (MX), and employee experience (EX) data gave Hawaiian Airlines the holistic viewpoint it needed to direct its CX Program towards greater business outcomes. And that’s the key! The right data can be a customer experience game changer and lead to better business performance.

Tip #3: Tailor Employee Behavior 

Now that your brand knows its customers, it can train employees to accommodate them according to their specific needs. Employees are often the most crucial contact point with a customer because they act as company representatives. What customer would stay loyal to your brand or purchase anything if they encounter an employee who fails to meet their standards?

This case study shows that there was a growth in NPS when the business conducted behavioral initiatives instead of primarily focusing on operational improvements. The data tells the truth! By involving employees your brand learns not only about the employee experience but the customer experience through their lens. When both business and employees work in tandem your CX program reaches a higher potential to increase ROI.

We just explained three tips to capture more revenue through customer experience, but there’s more! Read this eBook that goes over five essential steps on how to focus your CX Program on ROI.

A Three Step Plan to Upgrade Your Digital Customer Experience

When the pandemic started, brands around the world revamped their digital customer experience to compensate for the lack of in-person interaction. And as vaccine rates continue to rise and COVID-19 restrictions are lifted, some companies may think it’s fine to take a chill pill when it comes to improving digital channels. But that’s actually not the right attitude!

The data from our Digital Customer Experience Trends Report showcases why it’s so crucial for businesses to continue driving digital experiences in their CX programs. To unearth the trends, our Strategic Insights team collected over 2,000 responses across various industries—these include retail, grocery, pharmacy, financial institutions, restaurants, hospitality, automotive, healthcare, and entertainment—in both Canada and the United States. And with these responses, we were able to create a three step plan to upgrade your brand’s digital CX journey. Let’s hop right in!

  1. Keep Making Digital Experiences a CX Priority
  2. Focus on Ease of Digital Experiences
  3. Blend in-store and Digital Experiences

Step #1: Keep Making Digital Experiences a CX Priority

When COVID-19 restrictions were announced, many companies correctly predicted that the usage for digital platforms would increase. After all, how else could consumers interact with brands? However, our research tells us that the usage surprisingly didn’t skyrocket because of the pandemic:

According to the graph above, digital usage has been a trend for some time. Yes, the U.S. and Canada all experienced increases in digital use during the pandemic, but the numbers don’t lie! The highest increase across the board was only 13%. In all of these industries, consumers clearly maintained a demand for digital experiences.

Based on the data, digital experiences were relevant prior to the pandemic, which means it’ll stay relevant even after the government uplifts restrictions. This also means that the first step in improving your brands’ digital CX program is, you guessed it—continue to prioritize digital! Don’t take your foot off the gas just because people can go into the store. 

One way to do this can involve integrating key players from all backgrounds to create a core digital team. Those with expertise in user experience, marketing, web development, and the like can put their minds together to set up a game plan derived from actionable intelligence. This way your business gets multiple perspectives included in the process rather than solely the customer experience one. And don’t forget! Prioritizing doesn’t mean having just one meeting, it means a constant flow of team diligence over time.

Step #2: Focus on Ease of Digital Experiences

We just learned that consumers care about digital (and always have), but what specific qualities of digital experiences mean the most to them? According to our research, 50% of Americans and 67% of Canadians said it was easy to go digital, but also over half of Americans and 25% of Canadians spoke to how difficult it was to resolve technical issues through call centers. 

Based on the evidence above, convenience is one of digital’s strongest attraction factors. Consumers expect transitioning to digital experiences to be trouble-free, or else, why would they take the time to transition? Your brand should incorporate digital experiences without adding any extra hassle because using technology is meant to be just that—no extra hassle! 

It’s completely understandable if problems like app or website bugs still occur in your digital experience journey. Perfection is often an endless goal, but that doesn’t mean your company shouldn’t strive for it. To keep the digital experience itself just as smooth as the transition, your brand needs to provide resources when things go haywire. Implementing updated help pages or training call center agents can help make it easy for customers to get the assistance they need. This also keeps your digital team on their toes and attentive to how your company’s digital experience is evolving.

Step #3: Blend In-Store and Digital Experiences

Beyond the experience behind the screen, customers also want digital attributes to be integrated into in-store interactions. For instance, grocery stores with self-checkout options are a prime example of successfully blending the two. Our research even shows us that one of three Americans and one of two Canadians like and expect contactless payment in the stores they shop in. 

When refining your brands’ CX program, it’s important to design holistically so that both the digital and in-person elements work together seamlessly. There will be mishaps along the way, but the key is to adapt as you go. Customers expect quick changes to customer experiences and definitely notice when competitors beat your brand to it. So as your business adapts, make the effort to communicate those new and exciting features through emails or app notifications. Then customers will know your brand is continuously trying to make their experiences worthwhile. 


Enjoyed learning how to upgrade your digital customer experience? Read our 2021 Digital CX Trends Report to learn why digital is not going away anytime soon—and which steps your business should take to keep up with the digital world!

How to Improve Contact Center Experiences in 5 Easy Steps

A lot of customer experiences hinge on your contact center’s effectiveness, which is why it’s important to ensure it’s a resource your customers find helpful, professional, and expedient. We’ve learned a lot about how to create and maintain a highly effective contact center over the 17 years we’ve been in the customer experience (CX) biz, and we’ve distilled those learnings into five simple steps you can follow to make sure your own contact center experiences are up to scratch:

  1. Utilize Automation
  2. Explore Customer Issues to Create Self-Serve Content
  3. Engage and Enable Employees
  4. Data Is a Gold Mine
  5. Closing the Loop

Step #1: Utilize Automation

The term ‘automation’ gets a bad rep because a lot of folks associate it with navigating phone trees and having to repeat yourself to a robot listener, but the truth is that automation is incredibly useful when contact centers leverage it correctly. Using automation within online chats or survey feedback, for example, allows your brand to direct customers to solutions for smaller problems. This frees your call center agents up to deal with more complicated problems while also reducing call volumes, saving your brand both time and money.

Step #2: Explore Customer Issues to Create Self-Serve Content

Using feedback to direct customers to solutions is one thing; analyzing that feedback is another, especially if you can leverage a data platform that turns unstructured feedback into actionable intel. This method is extremely helpful for finding recurring problems that your customers might be having, forwarding those issues to a dev team, and creating appropriate self-serve resources that can empower customers to look after themselves. This approach is also helpful for future-proofing your experience before customers may even have an issue.

Step #3: Engage and Enable Employees

This is a big one. It’s not uncommon for brands to “merely” train their employees to handle customers, but organizations can accomplish much more by encouraging employees to share their perspectives on customer problems. In this way, brands can become aware of problems that customers may not have been reporting, while also empowering employees to take Experience Improvement (XI) into their own hands. This is also a great way to demonstrate to your contact center employees that you care about them and the customer experience, turning detractors into promoters.

Step #4: Data Is a Gold Mine

Your brand probably generates mountains of data every day. Having a lot of information is great, but in this day and age, having so much of it can make figuring out where to start difficult. We’ve found that contact center improvement hinges on three kinds of data: customer feedback, social media data, and web analytics. You can complete the puzzle of Experience Improvement by using this information as a backdrop for your organization’s view of your customer. Having all of this data in one place gives your brand a united, holistic perception of the customer, which is vital to knowing how you might make some fixes and refinements to your contact center.

Step #5: Closing the Loop

This step is crucial to making your customers feel cared about. It’s not actually enough to stop at solving the problem; following up with your customers afterward goes a long way toward making them feel cared about as people. In other words, a follow-up lets customers know you’re as interested in the relationship they have with your brand as the transaction. Follow up with employees, too! Gathering intel and opinions from all these folks will give you chances to improve both your contact center and your overall customer experience, strengthening human connections and your bottom line.

Click here to learn even more about these processes in our full-length contact center eBook. We take a deep dive into additional methods and best practices you can leverage to begin improving your contact center, customer experience, and employee experiences today!

Three Ways Unstructured Customer Feedback Helps You Improve Experiences

It’s no secret that businesses need unstructured customer feedback to have a successful customer experience (CX) program. Without honest, detailed criticism or praise, it’s hard to assess how well a product or service is doing, but it’s also difficult to understand the “why” and take action to improve. That’s why more and more, customers are seeing open-ended questions in surveys instead of metric-based ones: unstructured feedback can lead to a more authentic insight into the customer experience.

But how should brands harness the power of unstructured feedback in their existing surveys? And how can they take the next step of not only collecting that feedback, but derive actionable intelligence from it so they can improve experiences? Our latest eBook, “Unstructured CustomerFeedback: The Key to Unlocking the True Voice of Customer,” walks you through best practices we’ve learned from our many years of experience. This blog will spell out the major benefits of employing those best practices. Let’s get started!

Three Ways Unstructured Customer Feedback Improves Experiences

  1. Gathers More Genuine and Less Filtered Responses
  2. Collects the Missing Pieces
  3. Follows the Right Patterns

Benefit #1: Gathers More Genuine and Less Filtered Responses

What makes for a “good” survey? Businesses often make the mistake of only asking metric-based questions, which prompt customers to answer very specific questions in very specific ways. This leaves brands only learning what they want to learn and possibly missing other important aspects of the customer experience.

Let’s say a restaurant uses an NPS question to gauge the success of their customer experiences. The brand’s post transaction survey therefore reads, “on a scale of 1-10 how much would you recommend us?” Customers then respond with only a single number and the restaurant is left wondering why customers rate it as low as a 5. As you can see, this metric-based question can only measure the experience, and therefore fails to explain why a customer would or wouldn’t recommend the eatery. 

If the restaurant had followed up the first question with an open-ended “why” question, then its feedback would include the reasoning behind the score, and would help the business understand what it needs to do to improve the CX program. With open-ended questions, brands hear the voice of customer more clearly because customers have more freedom to candidly express themselves, telling your brand what they actually want to tell you, not what you want to hear.

Benefit #2: Collects the Missing Pieces

Open-ended questions mean unpredictable and varied responses, but that’s a good thing! The feedback you receive is so much more detailed, so it can answer questions and address issues your brand wouldn’t have considered in the first place.

One of our clients, a large hotel and entertainment brand, couldn’t figure out why one of its locations was receiving such low scores from guests. This is because it was using a metric that could only see that guests were unsatisfied with their stay, but not exactly why. Through text analytics, the brand was able to analyze its unstructured data and discover that an air filtration problem was allowing smoke from the casino to enter the rooms.

By leaving survey questions open-ended, your brand not only learns the genuine opinion of customers, but also about problems it might have never known about. At the same time, feedback is not always negative; it’s important for your business to know how well it’s executing at certain touchpoints along the customer journey! These game changing pieces of intelligence can help to fill in the blanks so you have a truly holistic view of the customer experience.

Benefit #3: Follows the Right Patterns 

Listening to the true voice of customer gives your business a greater capability to track common problems your customers are having over time. Your brand will then be able to identify and analyze patterns that emerge from responses and address those issues with an actionable plan.

For instance, let’s imagine that customers are having complications with your company’s website. A recent system update has caused a bug that’s disrupting functionability, leading to a seemingly random rise in customer frustration. With unstructured feedback, your brand would be able to recognize a new trend in responses, spot the platform issue, and take action to fix it. 

Unstructured responses make it easier to recognize both positive and negative trends in your CX program, and also helps you to pinpoint new areas to focus on as customer expectations develop over time. 

In the end, failure to employ unstructured feedback means that your CX program will have a hard time realizing its potential. Metrics alone can only measure the past; they can’t help you take action and create better experiences in the future. That’s why the stories you derive from open-ended questions are so vital to your big picture success—and to your bottomline.

 
Unstructured customer feedback can help your business improve customer experiences by unlocking the true Voice of Customer—but how do you best leverage that feedback in your program strategy? Read our latest eBook to read about the best practices recommended by our experts here!

Customer Journey Mapping Explained: What Is It and Why Does it Matter?

If you’re in charge of customer experience (CX) at your organisation, you’ll know how important it is to take a walk in your customers’ shoes. But, do you know the true impact of visualising customer interactions? Brands who understand their customers’ journey stand out in the marketplace. InMoment’s global research found that organisations who have developed their customer journey map and understand experiences across these journeys reach the highest level of customer experience maturity. And, mature programs are aligned with outstanding business results. 

Mature businesses experience: 

  • 93% more profitability
  • 92% higher NPS scores
  • 89% greater retention

At InMoment, we believe experiences—the culmination of moments filled with emotions, judgments, learnings, and much, much more—shape the world we live in. And with every moment, there is an opportunity to make a positive impact; to leave a mark. 

What is Customer Journey Mapping?

When you look at the world through your customers’ eyes, you’ve started along a process called “customer journey mapping.” This process involves walking in the shoes of a typical customer as they discover your brand, interact with your products, and services, and decide if they’ll stay or switch to your competitor. Along their journey, there will be multiple opportunities to engage with them and deliver exceptional experiences. It’s time to understand—and own—the moments that matter to your customer.

Why Does Customer Journey Mapping Matter?

Customer journey mapping is a proven way to understand why people do what they do and what emotions drive them. With a customer journey framework, your business can take informed action to solve problems, provide a truly differentiated experience, and drive value for your customers, employees and business. 

How Can I Get My Hands on a Customer Journey Map Template?

Customer Journey Mapping is a flexible consulting engagement for organisations seeking more complete, accurate insights into what their customers really feel, perceive, and experience. It includes resources, expertise, and documentation—including detailed visual representations of the complete customer journey—to identify hidden moments that matter, and close the gap between internal CX perceptions and customer realities. At InMoment, we have in-house consultants who take on the challenge with you. 

Interested in learning more about customer journey mapping? This eBook “Five Steps to Uncovering the Real Customer Experience Journey,” breaks down the strategies you need to build, act on, and evolve your customer journey map. Read it here!

4 Success Stories from ROI-Focused CX Programs

It’s easy to get hung up in the metrics when it comes to customer experience (CX). In fact, terms like Net Promoter Score (NPS), Customer Effort Score (CES), and Customer Satisfaction Score (CSAT) have become synonymous with traditional CX initiatives. But in this modern era, focusing on the score isn’t enough to move the needle. Today, the initiatives that are most successful are those ROI-focused CX programs that zero in on business outcomes. 

At InMoment, that is exactly the kind of program that we help our clients to design. In fact, in the recent report, The Forrester Wave: Customer Feedback Management Platforms, Q2 2021, our clients praised us for our “partnership and focus on delivering outcomes…[and] gave InMoment exceptionally high marks for enabling the ability to show the business impact and ROI of CX.” 

This is our mission, to help our clients improve experiences at the intersection of value—where customer, employee, and business needs come together. Ultimately, our clients are able to move the needle and go beyond managing their experience to actually improving it. With the right intelligence, businesses can empower the right people to take transformative, informed action in the most effective ways and drive value across four key areas: acquisition, retention, growth, and cost reduction. In other words, better results for the business and better  experiences for their customers and employees.

In today’s blog, we’ll walk you through four success stories from our clients who are moving the needle for their business. Let’s take a look!

Success Story #1: America’s Largest Cable and Home Internet Provider 

In an attempt to limit customer churn, a telecom giant partnered with InMoment to identify at-risk customers and immediately reach out to understand the issue and retain their business. The company installed InMoment’s customer listening technology within several of its regional customer care centers to enable immediate feedback following each interaction. 

Customers who give negative responses are asked if they would like to speak with a manager regarding their issues. Using real-time alerting, managers are notified of customer callback requests immediately. Three percent of all respondents request a callback, totaling 1,000 customer recovery opportunities each month (12,000 per year)

With the average cost of a triple-play package (phone, cable, Internet) being $160 per month, the average annual value of each customer is $1,920. Using this formula, InMoment presented the company with the opportunity to recover $23 million in annual revenue by implementing a streamlined process for identifying and rescuing dissatisfied customers.

Success Story #2: North American Fast Casual Giant

A fast-casual restaurant brand that has become a household name with it’s unique blend of quick, convenient service and mouth-watering menu items has seen tremendous success with it’s CX initiative. Since partnering with InMoment to get a better understanding of their experience and where they can take effective action to improve it, their OSAT score has increased by 34%. Additionally, the brand saw 4% revenue growth in just one year after implementing their new solution!

Success Story #3: Tesco

Tesco—a mammoth multinational grocery and general merchandise retailer—knows its customers want more than just a mundane, transactional grocery shopping experience. So it works to create a unique shopping experience for its customers by encouraging its 330,000 employees across the UK to give a little bit extra through a programme called, Every Little Helps. With this mantra at the core of the company’s mission, Tesco has grown to become the fifth largest retailer in the world with £48 billion in annual revenue and 7,300 locations in 10 countries.

Success Story #4: TELUS

Leading the telecommunications industry, TELUS is Canada’s fastest growing telecommunications company with more than 13.1 million customer connections. Whether it be personal, business, health, or security oriented, TELUS offers a full scale of innovative telecommunication products and services. To continuously improve their customer experiences, the brand partners with InMoment and focuses on and ROI driven strategy.

In just 18 short months, TELUS saw a $1 million dollar increase in annual savings, a 100% increase in customer feedback volume, best-in-class response rates, and a 1 in 3 recovery for customers that received a follow-up. Furthermore, by focusing their efforts to reach more customers with proactive recovery, they have seen a $5 million-dollar opportunity in churn reduction. TELUS can expect to see further increases in these areas due to their continuous attention to response trends.

The Importance of ROI-Focused CX Programs

According to third-party research firm, Forrester, 79% of VoC and CX measurement programs do not quantify the business impact of issues. This means that the programs who can successfully prove their value to both the business and the customer are leading the pack. 

Want to learn more about our outcomes-focused approach to experience? Take a look at The Forrester Wave:™ Customer Feedback Management Platforms, Q2 2021 here!

Creating Customer-Centric Cultures for Medical Device Brands

The trick that comes with creating customer-centric cultures (and something many brands miss when planning these projects) is that it’s not a one-and-done process. It’s a cyclical, continuous effort that every company, including medical device and supply brands, need to pay constant attention to as they create improved experiences.

If you’re worried that your organization might need to brush up on a more customer-centric culture, don’t be! We’ve been in the business of Experience Improvement (XI) for a long time, and while there’s always more to learn, we’ve put together a few tips that we’ve seen create great customer-centric cultures time and again.

  1. Create Cross-Functional Teams
  2. Leverage Advocacy and Meetings
  3. Tweak Hiring and Messaging

Tip# 1: Create Cross-Functional Teams

One reason a lot of medical device, or other, brands struggle with creating customer-centric cultures is because they try to have teams do so from within siloes. The problem with this approach is that it makes every team work off of their own idea of the customer, which creates highly inconsistent experiences and, ultimately, customer churn.

Fortunately, this problem has a relatively simple fix: let your teams mingle! Creating a cross-functional team is a great way to bring isolated views of the customer together, resulting in a 360-degree view that is both something all teams can work off of and, at the end of the day, more accurate. An accurate and whole picture of the customer works wonders for Experience Improvement!

Tip #2: Leverage Advocacy and Meetings

The next step in this process is to take your synergy beyond customer experience (CX) meetings… and advocate for customers across the organization! Let even the employees who aren’t near the front lines know how their work helps build a better experience. A lot of companies think that employees might not care to know how customers feel if they’re “too” behind-the-scenes; the truth is that no team is unattached from Experience Improvement, and letting them know that boosts morale.

What’s funny about customer-centric culture is that some folks take the term to mean things only getting better for customers. From what we’ve seen, employees who have a chance to become more invested in customers’ experiences end up creating a better employee experience (EX) for themselves, which creates a continuous improvement feedback loop.

Tip #3: Tweak Hiring and Messaging

Once organizations create a unified view of that customer and then spread it to all of their employees, it’s time to extend that passion outward. Brands that infuse this new perspective into their hiring techniques will stand a far better chance of finding employees who are not only genuinely interested in Experience Improvement, but also a great fit for such a customer-centric organization.

Messaging also plays a key role here; you want to let new and prospective customers know that they too can benefit from a meaningfully improved experience that your brand re-dedicates itself too. More fundamentally, this approach lets both new and existing customers know that you value them as people, not just price points, which will keep them coming to you instead of the competition, strengthen mutual relationships, and create a stronger bottom line for your organization.

Interested in learning more about how your medical device brand can create customer-centric culture? Click here to read our full-length eBook on the subject and to gain more intel on meaningfully improving all of your experiences!

Four Goals for Your Program That Go Beyond Customer Experience Metrics

When it comes to customer experience (CX), a single moment can mean all the difference. And that can be easy to forget when your brand is interacting with countless customers over multiple channels every day. When it comes down to it, however, a moment can mean the difference between a positive or a negative experience—and a boost or a dent in your core customer experience metrics.

For many experience programs, those metrics are the end-all-be-all. Every move they make is with the express purpose of driving those numbers up. At InMoment, we believe that experience leaders should aim higher at goals that go above and beyond typical customer experience metrics. More specifically, we help our clients design programs that target four economic pillars to help them not only improve experiences for customers, boost metrics, and build loyalty, but also to benefit the business where it counts: the bottom line.

Today, we’ll walk you through each of those four pillars and tell the stories of brands who have leveraged their experience programs to achieve those goals. Let’s get to work!

The Four Economic Pillars of CX

  1. Customer Acquisition
  2. Customer Retention
  3. Cross Sell & Upsell
  4. Cost Reduction

Pillar #1: Customer Acquisition

A well-built CX program enables organizations to anticipate what new customers are looking for in a brand—and therefore they’ll be able to leverage that information in their efforts to boost acquisition numbers.

For example, a major athletic company sought to capitalize on acquisitions by optimizing its surveys to find new types of customers. By targeting respondents between the ages of 18 and 35 with specific questions, the company was able understand this demographic and expand to new cities and demographics. 

The practitioners who ran this initiative were able to prove its worth by tracking the new customer acquisition, increases in unique customers, and market share growth that it generated.

Pillar #2: Customer Retention

Organizations should never underestimate the power of service recovery—70 percent of customers who have a situation resolved in their favor will return to a brand, while a 10 percent increase in customer retention can grow a company’s value by 30 percent. Truly customer-centric companies leverage their CX programs to identify disgruntled customers, reach out to close the loop with them, and ultimately prevent customer churn.

For example, America’s largest cable and home internet provider leverages VoC technology in their regional customer care centers. They discovered that 3% of all respondents requested callbacks, totaling 1,000 customer recovery opportunities a month (or a whopping 12,000 per year). By combining this insight with customer lifetime value, the company was able to identify $23 million in recoverable revenue—directly resulting from customer retention!    

Pillar #3: Cross-Selling/ Upselling

Given that it costs 25 times more to acquire a new customer than to retain an existing one, brands stand to gain a lot from finding new cross-selling and upselling opportunities.

Organizations can leverage CX listening tools to identify what about a brand spurs trust and loyalty from its customers and then take action to make those offerings even stronger. After all, nearly 50 percent of customers are willing to spend anywhere from 11 to 50 percent more with a brand they feel they can trust. Additionally, predictive analytics can be tuned to identify which customer segments are more open to new offerings. This allows marketing teams to target those customers with campaigns that will encourage them to spend more with the brand.

An example of a brand leveraging their experience program to grow share of wallet comes from a large cafe group that was able to capture feedback from its existing customer base, analyze their sentiments, and make fundamental menu changes accordingly. As a result, the cafe group saw a noticeable revenue bump that it was able to link directly to their program insights and subsequent menu changes.

Pillar #4: Cost Reduction/ Elimination

Finally, organizations can use CX feedback and employee feedback to both save money within operations and to simplify their provided experience. Are there ineffective processes that are costing more than they’re worth? Eliminating such costs can save companies time, resources, and revenue. (After all, training one employee can cost an average of almost $1,100!)

A top-tier mattress retailer used CX tools to install an exit survey for departing employees, giving them a greater understanding of employee sentiment. After implementing the necessary changes to reduce turnover and new hire training costs, the company was able to establish a clear link between its CX strategy and the ROI it helped to generate.

Don’t Stop at Customer Experience Metrics

In the simplest of terms, what we do as CX professionals is create interactions that inspire attitudes in our customers than, in turn, produce desired outcomes. One of your desired outcomes can be to simply improve your CX metrics, but don’t let your goals stop at the numbers! 

Instead, create a strategy for your experience program that aims to benefit the business as a whole by increasing customer acquisition and retention, growing wallet share, and decreasing unnecessary costs. You have the power to help your business thrive, so aim big, go beyond the metrics, and inspire meaningful outcomes!


Want to learn more about how your experience program can produce desired outcomes? Check out this eBook that explains how to use the power of social science and your experience ecosystem to leverage the power of a single moment and meet your goals.

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