Review Management: An Essential Component of Modern Marketing

In the digital age, platforms such as Yelp, Google, Facebook, and Tripadvisor wield unprecedented influence over consumers’ purchase decisions. Recognizing this, top brands and businesses are integrating review management into their marketing strategies.

Not only does review management help safeguard and enhance a company’s brand reputation; but it can also improve search engine visibility and cultivate brand trust among existing and potential customers. More importantly, reviews serve as a valuable source of information for companies looking to capture the Voice of the Customer and deliver improved customer experiences.

What is Review Management?

Online review management is the business process that involves monitoring, analyzing, responding to, and generating reviews across multiple online review websites, usually with the aim of supporting a company’s marketing strategy, building brand reputation, and improving overall business performance. 

This process also often involves investing in review management services or deploying online reputation management software to track what customers are saying about your business on various review platforms and social media sites.

Often, managing reviews is also done to ensure that organizations quickly resolve customer issues as they arise, while also harnessing data from customer feedback in order to discover high-impact trends and patterns that shape the customer experience. By harnessing reviews, companies can capture Voice of the Customer data from an additional channel, identify rich insights, and take deliberate actions that resolve both individual cases and recurrent experience issues.

According to research, over 99.9% of customers read reviews when looking for products and services online. 96% look specifically for negative reviews and, as part of the process of validating their purchase decisions, 3.3 stars out of 5 is the lowest rating they are likely to consider.

Whether you’re running a small business or managing an enterprise-level organization with hundreds of store locations, it’s clear that reviews have a direct impact on your business reputation and revenue. 

The Benefits of Online Review Management

Your organization will benefit from having effective strategies and systems in place for managing online reviews. These include maintaining a positive brand image and reputation, being able to influence customer perceptions, having access to rich, actionable insights about customers, and ultimately driving business success.

Boost your brand reputation: Research indicates that more than 50% of customers who have written reviews expect a response in 7 days or less. 1 in 4 have an even shorter time frame: they expect to hear back from the business within 3 days. When customers do hear back, perceptions of your brand immediately improve. Asking for reviews also has powerful reputational benefits: a stream of 5-star reviews from customers helps showcase your business and creates powerful social proof for inspiring shopper confidence and driving sales.

Discover smarter, richer insights about customers: Reviews provide valuable insights into customer opinions and preferences. By analyzing reviews, your organization can understand what customers like or dislike about your products and services. Data and insights from reviews can be used to make improvements and meet customer expectations.

Build customer goodwill: The popularity of review sites like Yelp and Tripadvisor, or even search engines like Google Maps and Apple Maps, is strongly driven by customers’ genuine desire to engage with businesses. In these digital spaces (just as in traditional feedback channels like support and service phone calls and various types of surveys), customers want to be heard individually and addressed personally. This explains why the highest-rated businesses on online review platforms are typically the ones that proactively manage reviews and are most responsive to customers. They’re also usually the ones that can more easily build goodwill, inspire customer loyalty, reduce churn, extend customer lifetime value, and improve customer experience.

Amplify your SEO presence: Online review management can also dramatically improve your search engine performance, essential to attracting more customers and increasing conversion.

Getting Started: How to Manage Online Reviews

As your customers talk to fellow consumers and share their experiences on digital platforms, how can your team effectively manage reviews? How do you join and positively shape the conversation? Read on to discover actionable strategies and approaches in online review management — and how it can also help add richer data, insights, and ROI from your customer experience strategies.

Focus on the Review Sites that Matter

As you get started on your online review management strategy, it’s important to recognize that your team doesn’t have to spend hundreds of hours managing reviews on all possible websites where your company is listed. Take time to research every facet of the customer journey and prioritize sites and business directories that are trusted by your customers and hold more market share than smaller, less common platforms. 

This also involves creating or claiming your brand’s local business listings. By doing so, you can more easily manage your business information — such as business Name, Address, and Phone numbers (NAP) of each location — and gain a greater level of control over what’s being said about your brand.

Google, Facebook, Apple Maps, Yelp, and Tripadvisor are the major players, but you can also learn how to manage online reviews on industry-specific platforms such as Healthgrades, BBB (Better Business Bureau), or 

  • Identify the review sites that are critical to your business and most relevant to your industry. 
  • Add your listing in directories that rank at the top of the results for “near me” search terms that match what your business is about.
  • Conduct local listing management to claim ownership of your local listings and maintain accurate business information at all times. 
  • There is no need to prioritize managing long-tail directories or review platforms that have little influence over your industry.

Consistently Monitor and Respond to Reviews 

Success in online review management starts with making the commitment to becoming a responsive business. It’s important to engage with reviewers who share positive feedback while also addressing negative reviews left by unhappy customers.

  • Acknowledge positive reviews with gratitude, personalizing your team’s responses to reinforce the customer’s positive experience. 
  • In the face of negative reviews, address valid feedback promptly and empathetically, underscoring your company’s dedication to customer concerns.

Avoid delays in responding; acting quickly to respond to reviews and solve issues can help your organization achieve customer experience transformation. Remember: 25% of reviewers expect to hear back from businesses within 3 days. The sooner you get back to your customer, the greater your chances of improving the situation. It’s also useful to guide them to your dedicated support resources and channels, which can help you solve issues immediately and protect customer relationships. 

For organizations with multiple locations represented by multiple listings and profiles across multiple review websites, responding to reviews sometimes presents a real challenge — especially without an effective program in place. This means that your review management team should understand the guidelines of each review website, be able to transform the collected feedback into valuable insights for your company, and (perhaps most important of all) can keep calm and collected while handling negative reviews and stressful customer situations. 

Develop a Strategy to Generate Reviews 

Review management isn’t just about learning how to manage bad reviews online. It also involves finding effective ways to proactively reach out to customers to ask for their honest feedback and generate new reviews. 

Brand promoters and happy customers can be powerful word-of-mouth catalysts who should be at the forefront of your review generation strategy. They may already be poised to give you 5 stars; all you have to do is give them a little nudge. 

As for how and where to ask, teams should put email at the top of their list of channels. As much as 70% of reviews come from post-transactional review request emails, and reviews generated by these requests often come with higher average ratings than unprompted or unsolicited reviews. Also, be sure to keep things simple and make it easy for customers to write and publish their review by providing links to the review sites where you would like them to share their feedback.

Important note: not all review platforms allow companies to ask for reviews from customers. When crafting your review management playbook, ensure that your team’s efforts will stay in compliance with each individual review site’s guidelines.

Analyze Unstructured Review Data for CX Insights 

Organizations that have the ability to analyze unstructured data from reviews (among other important sources) are often very successful in achieving a more complete, accurate voice of the customer as well as in delivering improved experiences.

  • Unstructured review data refers to types of information contained in reviews that don’t have a specific, predefined data model or structure. Free-form text often comprises a significant portion of unstructured review data. Other examples include social media posts, additional comments in survey responses, and even video reviews.

Similar to how savvy brands are extracting insights from social media, survey responses, and contact center analytics, your team can also harness reviews for important insights into the customer experience. 

Natural language processing applications and analytical methods like text analytics and sentiment analysis can equip you with the ability to understand, in seconds and at scale, what customers really mean whenever they share their thoughts in their own words. These review management tools can also aid in the discovery of specific trends and patterns (the most oft-mentioned keyword in reviews, for example) that define your customers’ experiences. 

Moreover, analyzing unstructured review data also allows you to pin down customer sentiment, and may even serve as a source of inspiration for new products, improvements, and breakthroughs for your business.

Add Reviews to Your Marketing Infrastructure

Reviews are important assets that should be part of your growing marketing infrastructure. They serve as a great tool for building consumer trust, and successful brands and marketers have learned to use reviews in order to drive search engine performance, social media strategy, and brand engagement. As you integrate review management into your marketing framework, craft an online reputation management checklist to guarantee the ongoing evolution and enhancement of your strategy.

  • Claim and manage your brand’s local listings to be more visible and inspire trust in consumers who navigate multiple channels to discover and evaluate new products and services. 
  • Incorporate reviews into marketing materials to encourage user interaction, improve conversion rates, generate search-engine-friendly content, and boost shopper confidence. 
  • Share reviews on social media to reinforce positive customer experiences and showcase feedback from brand promoters; this can be more powerful and effective than sales-y messages or promotional brand content.

There’s even an opportunity to be found in negative reviews, so be careful not to attempt to censor or remove them from your profiles. Consumers are suspicious of brands with only positive reviews and, at a time when they value authenticity and trustworthiness over perfection, organizations should commit to doing the same.

How to Select Review Management Software

Online review management can be a lot of work, especially if your company receives a significant amount of reviews and feedback. To drive efficiency, consider investing in online review management software or a type of dedicated review management service. 

Collect and connect all review data: When evaluating providers, look for one that can collect and connect all your review data in the most accurate, timely, and reliable manner possible. For larger enterprise organizations, the ability to pair solicited data points with unsolicited ones can give you a comprehensive view of what customers are thinking and feeling.

Use analytical tools to generate actionable insights: Data from reviews is only as good as the insights you extract from it. When selecting review management software, choose one with analytical features and tools designed to crystallize reviews and Voice of the Customer data into actionable insights. 

Request reviews and feedback: A crucial part of every successful review management strategy is the ability to proactively request customer feedback and generate new reviews. With the right review management software, you should be able to leverage review request and survey tools in order to grow your brand reputation and strengthen customer relationships.

Turn Review Management into Revenue Growth

At the crux of successful review management is the ability to embrace feedback, listen to the voice of the customer, and skillfully use reviews to attract and acquire new customers. Today’s top brands partner with InMoment to easily collect and manage reviews, build their brand reputation, and understand customers better. InMoment’s reputation management solution sharpens vision into the customer experience and turns reviews and ratings into long-term revenue growth. 


  • Search Engine Journal. 18 Online Review Statistics Every Marketer Should Know ( Access 11/13/23. 
  • Trust. 11 Excellent Tips to Ask Clients for Reviews via Email (And Finally Get Them) ( Access 11/13/23.

Voice of Customer Examples to Inspire Your CX Strategy

If your brand isn’t capturing customer feedback, unfortunately it won’t know how to improve—this is where the voice of customer (VoC) comes in. This article is designed to give you InMoment’s take on what voice of the customer examples look like.

In the customer experience industry, we call capturing customer feedback a “voice of customer” program, and at InMoment—we know that it’s not enough to capture feedback, you need to capture it, understand it, take action, and make sure customers know their feedback is being heard. We call this “experience improvement.”

Listening to the Voice of Customer Examples

Here are some specific voice of customer examples that can help you listen to customers and gather their valuable feedback.

Direct Feedback Methods

Direct feedback methods involve obtaining explicit and immediate insights directly from customers. By directly engaging with customers, businesses gain valuable, unfiltered feedback that helps them understand specific needs, address concerns, and make targeted improvements to enhance overall satisfaction. Direct feedback methods serve as a proactive approach to understanding and meeting customer expectations in real-time, fostering a more responsive and customer-centric business strategy.

Email Surveys

Email surveys offer a non-intrusive and convenient way to gather valuable insights from customers. By seamlessly integrating a survey link into email communication, you allow customers to share their thoughts at their own pace. This method not only ensures a broad reach but also provides a comfortable environment for customers to express their opinions, resulting in a diverse range of feedback that can uncover both positive experiences and areas for improvement.

Website Surveys

Strategically placed on webpages, these surveys enable organizations to capture real-time insights from visitors navigating their online platforms. By seamlessly integrating survey prompts within the website interface, businesses create an unobtrusive channel for users to share their experiences and preferences. 

Furthermore, incorporating net promoter score metrics (NPS) into website surveys provides businesses with a quantitative and standardized way to assess overall customer satisfaction and loyalty. By asking the ultimate question – “How likely are you to recommend our website to a friend or colleague?” – organizations can distill complex customer sentiments into a single, actionable metric.

SMS Surveys

Engaging customers through SMS surveys taps into the immediacy and ubiquity of text messaging. This method leverages the personal nature of text messages, prompting quick responses and enabling businesses to capture real-time feedback. The concise format encourages customers to share their opinions on the go, providing a snapshot of their sentiments. Incorporating SMS surveys into your strategy allows for a direct and immediate channel to connect with customers, fostering a more dynamic understanding of their experiences.

Customer Interviews

Conducting one-on-one quantitative interviews with targeted customers allows for a deeper exploration of individual experiences. By tailoring questions to specific demographics or usage patterns, businesses can gain nuanced insights into the factors influencing customer satisfaction. These interviews provide a qualitative depth to quantitative data, offering a more comprehensive understanding of customer needs, preferences, and pain points. This personalized approach enables businesses to address individual concerns while identifying overarching themes that may impact a broader customer base.

Live Chat 

Leveraging live chat for capturing customer commentary in real-time is a powerful way to uncover recurring themes and immediate concerns. Chatbots facilitate instant interactions, allowing businesses to identify emerging issues, challenges, or opportunities. Monitoring these conversations provides a valuable window into customer sentiment, enabling timely interventions and improvements. By analyzing the patterns in live chat interactions, businesses can proactively address common pain points, enhance customer experiences, and showcase a commitment to responsiveness.

Focus Groups

Engaging specific customer segments in focus groups goes beyond surface-level feedback, offering a rich source of qualitative insights. By inviting targeted groups to share their experiences, businesses can delve into the intricacies of individual journeys and preferences. This method provides a platform for customers to express nuanced opinions, uncovering aspects of their interactions that may not be apparent through broader surveys. The in-depth nature of focus groups enables businesses to tailor strategies to meet the unique needs of distinct customer segments, fostering a more personalized and customer-centric approach.

Indirect Feedback Methods 

Indirect feedback methods involve gathering insights from various sources that may not involve direct interaction with customers. These methods offer a more observational and nuanced understanding of customer sentiments, preferences, and challenges. Indirect feedback provides valuable context, uncovering trends, patterns, and public perceptions that may not be immediately apparent through direct channels.

Call center recordings 

Analyzing call center recordings provides a direct window into customer interactions, allowing businesses to gauge call frequency and identify pain points experienced by customers. These recordings not only reveal the volume of inquiries but also shed light on common challenges faced by customers. By understanding the nature of customer concerns and the frequency with which they arise, businesses can optimize call center processes, allocate resources efficiently, and implement targeted improvements to enhance overall customer satisfaction.

Social media commentary 

Utilizing review management to mine social media commentary unveils unfiltered opinions about your brand’s reputation and customer advocacy. Publicly available comments on platforms like Twitter, Facebook, and Instagram serve as a rich source of insights into customer sentiments, recommendations, and criticisms. By understanding how customers express their opinions in the public domain, businesses can tailor strategies to amplify positive sentiment, address concerns, and cultivate a positive brand image.

A picture of a 5 star online review from a customer named Jane Y.

Product or location reviews 

Monitoring product or location reviews provide a valuable indirect feedback channel, offering insights into the comparative standing of your offerings in the market. Reviews not only reveal customer satisfaction levels but also highlight areas where your product or location excels or falls short compared to competitors. 

Web chat transcripts 

Examining web chat transcripts provides a detailed record of customer inquiries, offering valuable insights into the topics that matter most to your audience. From queries about product details to inquiries about stock levels or product quality, these transcripts reveal customer priorities and concerns. By analyzing the frequency and nature of these interactions, businesses can tailor their communication strategies, optimize website content, and address common customer queries proactively. This method not only enhances customer satisfaction but also contributes to a more informed and responsive customer support system.

a screenshot of a web chat transcript between a contact center agent and a caller

Employee Experience

Employees, often on the frontline of customer interactions, possess a unique perspective that can indirectly reveal common issues and roadblocks customers encounter. Focusing on employee experience not only fosters a positive workplace culture but also unveils critical information about the challenges employees face in providing optimal customer support.

Inferred Feedback Methods

Customer behaviors on your website

Use this data to see behaviors such as if customers are abandoning items in their cart, or perhaps there are web pages that are visited less often than others and have room for optimization. 

CRM data

Whether your brand uses Salesforce or another brand, it can be helpful to overlay operational feedback with CRM elements like purchase history, a loyalty program, or a customer’s store account, which will show an important operational and segmentation piece of the puzzle.

Common Examples of Voice of Customer Questions

When crafting a Voice of Customer (VoC) survey, the questions you ask play a pivotal role in unveiling valuable insights. Here are three common questions to consider incorporating into your survey to capture a comprehensive understanding of customer experiences:

1. “On a scale from 1 to 10, how likely are you to recommend our product/service?”

This Net Promoter Score (NPS) question provides a quantitative measure of customer loyalty. It not only gauges overall satisfaction but also offers a clear indication of the likelihood that customers will advocate for your brand.

2. “What aspect of our product/service do you value the most, and why?”

This open-ended question encourages customers to articulate specific features or aspects that resonate with them. By understanding what customers find most valuable, you can focus on enhancing and promoting these key attributes.

3. “Can you share a recent experience with our customer support team? How would you rate the service received?”

This question delves into the customer’s interaction with your support team, providing insights into the effectiveness of your customer service. The combination of qualitative feedback and a quantitative rating allows for a comprehensive evaluation of customer support experiences.

These common VoC questions are designed to elicit specific, actionable feedback that can guide strategic decision-making and drive continuous improvement. You can tailor these customer survey questions to align with your business goals and the unique aspects of your customer journey for maximum impact.

What is the Voice of Customer Process?

At InMoment, the VoC process is called “Continuous Improvement,” and can be broken down into five easy steps: design, listen, understand, transform, and realize. 

Step #1: Design Your Program

In this stage, you have the opportunity to set up a strong foundation for your program; a strategy that aligns with the overall business values, financial objectives, and brand promises. This is one of the most important stages that is often overlooked, as you have one shot upfront to invest the time, energy, and resources into getting your program right from the start. You will thank us later throughout the process!

Step #2: Listen To Your Customers

Over the years, listening to customers has dramatically evolved. What used to be limited to sending out surveys through direct feedback, the industry has evolved to include indirect and inferred customer data sources as well. This can include listening posts like customer support interactions, emails, live chats, direct surveys, online product reviews, social media comments, and more!

Step #3: Understand Your Customer Data

For any data to be useful, of course you need to take the time to dig in and understand what your customers are actually saying. Most brands with a VoC or experience improvement program will centralize the data streams and use advanced analytics and behavioral science experts to identify what customers are actually saying. In the modern experience landscape, we have AI machine learning tools that can take your data even further, enabling you to look into customer emotions, intent, and sentiment. This understanding of the customer data stage is critical, and will set you up for the next step.

Step #4: Transform Through Taking Action

In the transformation stage, this is where you’ll thank us that you took the time up front to design your program and identify what success looks like. Now, you have the opportunity to take action on customer data.

Here’s a voice of customer example in action: maybe you can see customers are purchasing lots of one specific product, but the repeat purchases are extremely low. This is an opportunity to figure out the drivers of repeat purchases for your specific brand and its products, and apply those across the board. Can you lower the price? Can you rebrand or repackage the product to match more successful ones?

Step #5: Realize Business Value

This is where voice of customer and experience improvement programs shine. After you pull the necessary triggers in the transformation process, you’ll get the opportunity to evaluate and demonstrate real and tangible results for your business. Whether it’s reducing costs, avoiding customer churn, acquiring new customers, or something else—voice of customer programs will help you get there. Check out some more ideas on identifying and executing ROI opportunities in this Solve for X video

Bringing Voice of Customer Examples to Life

InMoment clients who have strategically implemented the data collection strategies discussed earlier to enhance both customer and employee experiences have continuously realized success. Take a look at these customer experience case studies to see how they have improved their organizations through voice of customer programs.

Foot Locker

As you can imagine, Foot Locker had a ton of data points on their hands. The brand had loads of customer behavior intelligence, but this data was coming from so many sources that it was hard to see the big picture. Using the InMoment XI Platform, this brand was able to consolidate all of its operational data sources and listening posts into one platform, giving it the intelligence needed to create a unique experience for every customer. The result? Foot Locker reduced customer listening costs, added new listening posts across video and social media, and experienced faster and more accurate resolution to its business challenges. 


Signing a digital agreement is now table stakes for most companies. That’s in large part thanks to DocuSign, a brand where growth is driven by customers who share the easy, secure e-signature experience with colleagues and clients. To listen to its customer feedback, the DocuSign product team uses in-app NPS microsurvey feedback to continually optimize end user experience. This Net Promoter Score program, powered by InMoment, also identifies brand enthusiasts who are the engine of a robust customer advocacy program.


This brand uses the InMoment Platform to capture a unified view of employer experience, and now thousands of cross-industry employers across use the Glassdoor website to help them recruit and hire quality candidates.

Putting the five phases of continuous improvement to the ultimate test, Glassdoor monitors and improves the entire customer journey using microsurveys to capture sentiment at moments that matter for employees. Integration with Salesforce enables front line teams to close the loop with customers in real-time. Advanced text and sentiment analytics empower Glassdoor teams to analyze feedback, and customized dashboards ensure that each team can quickly see what is important to them and prioritize improvement efforts.

Elevating Your Business with Voice of Customer Examples

Voice of customer and experience improvement programs have dramatically evolved over the last few decades—what used to be limited to direct survey feedback has extended to include indirect and inferred feedback methods too. The power of a VoC program is in the five elements of achieving continuous improvement: design, listen, understand, transform, and finally, realize business value. We truly believe it’s improving experiences that turn customers into lifelong brand advocates, helping your business achieve its objectives at the same time. 

InMoment has been a trusted partner for numerous businesses on their journey to harness the power of Voice of Customer (VoC). Through a proven track record of providing comprehensive VoC solutions, InMoment has empowered organizations to gain deep insights into customer experiences, preferences, and expectations. 

We encourage you to take the next step in elevating your customer understanding. Schedule a live demo with InMoment to witness real-time VoC examples in action and engage with a representative who can share tailored insights and case studies specific to your industry. By leveraging InMoment’s expertise, businesses can not only listen to their customers but also transform these insights into strategic actions that drive meaningful improvements and long-term success.

Customer Experience Strategy Guide: Tips to Drive Business Success

A well-designed customer experience strategy can be the main aspect that helps you attract and retain your customer base, so you don’t want to leave anything up to change. Instead, your brand needs to have incredibly intentional customer experience management techniques in place. In this article, we’ll cover the customer experience, what your customer experience strategy needs, how to overcome challenges, and how to get started.

What is a Customer Experience Strategy? 

A customer experience strategy stands as a pivotal guide for organizations seeking to create meaningful and lasting connections with their customers. Unlike traditional approaches that focus solely on transactions, a customer experience strategy is a holistic plan designed to enhance every touchpoint a customer has with a brand. 

Defining Customer Experience

Customer experience (CX) itself encompasses the entirety of a customer’s journey with a brand, from the initial interaction to post-purchase support. It goes beyond the product or service itself, delving into the emotional and psychological impact of every interaction. CX is the sum of all perceptions, feelings, and responses a customer develops throughout their engagement with a company.

Distinguishing Customer Experience From Customer Service

While customer service is a crucial component of the overall customer experience, it represents just one facet of the entire journey. Customer service typically involves addressing specific issues or inquiries, often reactive in nature. It’s the assistance provided when a customer has a question, concern, or problem.

On the other hand, a customer experience strategy takes a proactive and comprehensive approach. It involves pre-emptive measures to understand and cater to customer needs and desires at every stage of their journey. It encompasses not only resolving issues but also creating positive, memorable moments that foster loyalty and advocacy.

What Are the Components of a CX Strategy?

By incorporating these key elements into your customer experience strategy, you can create memorable, personalized, and enjoyable experiences that foster customer loyalty and advocacy.

Customer Segmentation and Persona Development

Customer segmentation involves dividing your customer base into distinct groups based on characteristics such as demographics, behavior, preferences, and needs. Persona development takes it a step further by creating fictional representations of your target customers, including their goals, motivations, and pain points. These techniques help businesses tailor their experiences to specific customer segments, delivering personalized and relevant interactions.

Designing a Seamless Omnichannel Experience

In today’s digital age, customers expect a seamless experience across multiple channels, whether it’s a website, mobile app, social media, or physical store. Designing an omnichannel experience ensures consistency and continuity throughout the customer journey, with both online and offline channels. It involves aligning messaging, branding, and interactions across all touchpoints, allowing customers to switch between channels seamlessly.

Mapping the Customer Journey

Customer journey mapping involves visualizing and understanding the various stages, touchpoints, and emotions a customer goes through when interacting with your business. It helps identify pain points, areas of opportunity, and critical moments where businesses can make a significant impact on the customer experience. Mapping the customer journey enables companies to proactively address customer needs and provide solutions at every step, meaning that you are being intentional with all of your resources and data.

Implementing Effective Communication Channels

When people connect with your brand, how do they contact you? How are their questions answered? What does their interaction look like? Effective communication channels are crucial for delivering a positive customer experience. Businesses should offer multiple channels such as phone, email, live chat, social media, and self-service options—this helps reach all members of your audience, no matter their preferred communication channel. 

These channels must be easily accessible, responsive, and integrated to provide seamless communication and support to customers. When they do connect through one of your channels, customers should receive prompt and personalized responses whenever possible.

Empowering Employees for Superior Service

The first impressions your brand makes usually start with employees and how they deliver customer service, so it’s important to hire and train employees that can offer customer-centric interactions. Empower your employees by providing them with the necessary training, resources, and authority to address customer needs effectively. You can also encourage and empower employees to foster a sense of ownership and accountability to resolve any customer issues. The employee experience is an important part of your customer experience strategy that cannot be overlooked!

Leveraging Technology for Enhanced Experiences

Just like every other part of your business, technology can significantly enhance the customer experience, too. Utilize customer relationship management (CRM) systems to store and analyze customer data, enabling personalized interactions. Leveraging automation tools for streamlined processes and self-service options is also a great way to reach multiple audiences and make their experience more helpful. Explore emerging technologies like chatbots, artificial intelligence (AI), and data analytics to gain insights and improve the customer experience.

Building a Culture of Continuous Improvement

Perfecting your customer experience strategy is an ongoing process, and it’s essential to foster a culture of continuous improvement so you can grow with your clients and customers. Regularly collect and analyze customer feedback, measure key performance indicators (KPIs), and monitor customer satisfaction and loyalty metrics. Use these insights to identify areas for improvement, make data-driven decisions, and continually evolve your customer experience strategy.

How to Create A Customer Experience Strategy

Creating an effective Customer Experience (CX) Strategy involves a meticulous process of understanding, analyzing, and identifying areas for improvement. Here’s a step-by-step guide to kickstart the creation of your CX strategy:

1. Customer Research and Data Gathering:

  • Start by gathering comprehensive data on your customers. This includes demographics, preferences, feedback, and pain points.
  • Utilize surveys, interviews, and analytics tools to gain insights into customer behaviors and expectations.

2. Journey Mapping:

  • Map out the entire customer journey, from the initial touchpoint to post-purchase interactions.
  • Identify critical touchpoints and moments that significantly impact the customer experience.

3. Identifying Pain Points:

  • Analyze customer feedback and data to pinpoint areas where the customer experience is currently subpar.
  • Prioritize these pain points based on their impact on customer satisfaction.

4. Setting Clear Objectives:

  • Establish specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your CX strategy.
  • Define what success looks like and align your goals with the overall business strategy.

5. Employee Involvement:

  • Engage employees at all levels in the process. Gather insights from front-line staff who directly interact with customers.
  • Foster a culture that prioritizes and values the customer experience.

How to Build A Customer Experience Strategy

With a foundation in place from the creation phase, building your Customer Experience (CX) Strategy involves refining goals and establishing the framework to achieve them. Here’s how you can progress to the next level:

1. Goal Finalization:

  • Refine and finalize the goals identified in the creation phase. Ensure they align with the overall business objectives and customer expectations.

2. Strategy Development:

  • Devise a comprehensive strategy that addresses the identified pain points and enhances positive touchpoints.
  • Consider technological solutions, process improvements, and employee training to support the strategy.

3. Customer-Centric Processes:

  • Align internal processes with the customer journey. Ensure that every department contributes to a seamless and positive experience.
  • Implement changes that prioritize customer needs and convenience.

4. Communication and Feedback Loops:

  • Establish clear communication channels for customer feedback.
  • Implement regular feedback loops to measure the effectiveness of the strategy and make adjustments as needed.

5. Training and Empowerment:

  • Provide ongoing training for employees to enhance their customer service skills.
  • Empower employees to make decisions that prioritize the customer experience.

By systematically creating and building upon your CX strategy, you not only address current pain points but also establish a framework for continuous improvement, ensuring that your customer experience remains exceptional over time.

Common Customer Experience Strategies by Industry

Tailored customer experience strategies are crucial to meeting the unique needs of various industries. Here’s a glimpse into common customer experience strategies across different sectors: 

Automotive: In the automotive industry, enhancing the customer experience often involves improving both the driving and purchasing processes. Implementing cutting-edge technology for an intuitive and enjoyable driving experience, as well as streamlining the purchase process at dealerships, can significantly elevate customer satisfaction.

B2B: For B2B (Business-to-Business) enterprises, personalized and streamlined interactions are paramount. Customizing communication channels, providing dedicated account management, and offering solutions that cater to the specific needs of each business client contribute to a positive B2B customer experience.

E-commerce: In the realm of e-commerce, a seamless online checkout experience is a game-changer. Streamlining the purchase process, minimizing friction points, and ensuring secure transactions contribute to building trust and loyalty among online shoppers.

Financial Services: When it comes to financial services, transparency, and personalized services are key. Implementing user-friendly online banking interfaces, offering personalized financial advice, and ensuring clear communication about fees and policies contribute to a positive customer experience in finance.

Food Services and Restaurants: An equal focus on both in-person and digital experiences is incredibly important to success in the food service industry. Here, a CX strategy may include optimizing the ordering process, enhancing the dine-in ambiance, and providing personalized recommendations based on customer preferences.

Insurance: In the insurance industry, simplifying complex processes and improving communication can greatly enhance the customer experience. Providing clear policy information, offering digital claims processing, and incorporating proactive communication on policy updates contribute to customer satisfaction.

Healthcare: In healthcare, the emphasis is on patient-centric care. Implementing digital appointment scheduling, improving communication between healthcare providers and patients, and utilizing telemedicine options contribute to a more positive and convenient healthcare customer experience.

Retail: For retail, creating an omnichannel shopping experience is crucial. Integrating online and in-store experiences, providing personalized recommendations, and optimizing inventory management contribute to a seamless and enjoyable retail customer experience.

Travel & Hospitality: In the travel and hospitality industry, personalization and convenience are of the utmost importance. Implementing mobile check-ins, offering personalized travel recommendations, and providing excellent customer service during every stage of the journey contribute to a memorable travel and hospitality experience.

Challenges and Solutions in Implementing CX Strategies

Overcoming Internal Resistance and Silos

Even when you know what your strategy should be, it isn’t always easy to get the green light from your internal teams. Gaining buy-in from stakeholders and breaking down departmental barriers can be one barrier to overcome, but you can work to eliminate those silos by creating a shared vision and aligning with the organization’s overall goals. 

Encourage open communication and collaboration among departments, fostering a culture of teamwork and understanding. Also, make the benefits of CX initiatives crystal clear with data-driven decision-making, which can also help you overcome resistance and gain support across the organization.

Ensuring Data Privacy and Security

Gathering and utilizing customer data for CX initiatives raises concerns about data privacy and security. Customers expect their personal information to be handled responsibly, and any data breaches or misuse can damage trust and harm your customer experience strategy.

You should comply with data protection laws and regulations by safeguarding customer information. You need to be a trustworthy brand if you want to earn loyalty from your customers, so start with security.

Comply with relevant data protection regulations, such as GDPR or CCPA, and ensure proper consent is obtained for data collection and usage. Invest in secure data storage and transmission protocols, conduct regular security audits, and provide transparency to customers regarding data handling practices. You should also establish a strong data governance framework and train employees on data privacy best practices.

Balancing Automation and Human Touch

We just discussed how helpful and innovative automation is, but you do need to strike a balance between efficiency and personalization. Leveraging automation without compromising customer experience is all about preserving that human touch in your brand, advertising, customer service, etc. You can utilize automation to handle repetitive and transactional tasks and leave more complex customer interactions to employees. 

For example, you can implement self-service options and chatbots to provide immediate assistance for routine queries. However, ensure that there are opportunities for customers to engage with human support when needed. Create a seamless handoff between automation and human support, ensuring a smooth transition without frustrating the customer.

Measuring the Success of Customer Experience Strategies

When you have a strong handle on how to reach your target audience, you also need to measure customer satisfaction and loyalty via customer experience analytics to determine how effective your marketing efforts are. The best way to measure and improve upon the customer experience strategy is to go right to the source and gather feedback from customer satisfaction surveys, online reviews, social media, and NPS scores.

You should also set key performance indicators (KPIs) for CX so that you can gather useful data and use that data to drive your marketing decisions. Tracking customer satisfaction and loyalty metrics usually involves KPIs like this:

  • Customer Satisfaction Score (CSAT): CSAT measures overall satisfaction through surveys or feedback, providing a snapshot and improvement areas.
  • Net Promoter Score (NPS): NPS gauges the likelihood of customer recommendations, categorized as Promoters, Passives, or Detractors, indicating loyalty and advocacy.
  • Customer Effort Score (CES): CES measures the ease of accomplishing goals, minimizing customer effort, with lower scores indicating efficiency.
  • Customer Retention Rate: Measures the percentage of customers continuing business, reflecting CX strategy effectiveness in retaining satisfied and loyal customers.
  • Repeat Purchase Rate: Measures the percentage of customers making repeat purchases, showing CX impact on loyalty and positive experiences.
  • Customer Lifetime Value (CLV): Quantifies a customer’s total value over their lifetime, considering factors like frequency, order value, and longevity, indicating positive experiences and long-term value.
  • Customer Churn Rate: Measures the percentage of customers discontinuing business, helping identify dissatisfaction or CX issues, with lower rates indicating satisfaction and loyalty.
  • Online Reviews and Ratings: Monitoring feedback on review platforms provides insights into customer sentiment, with positive reviews and ratings indicating satisfaction and improvement opportunities.

Level Up Your Digital CX Strategy

A customer experience strategy is a vital part of your marketing as it enables businesses to proactively shape and optimize every customer interaction. Doing so ensures consistent and exceptional experiences for those customers, which is great for your customer base! 

By understanding customer needs, preferences, and pain points, and aligning internal processes and resources accordingly, organizations can cultivate loyalty, increase customer satisfaction, and drive revenue growth. The future of CX strategies includes embracing artificial intelligence, prioritizing personalized experiences, having a seamless omnichannel integration, leveraging data analytics, and creating effective feedback loops. This is the only way to evolve with the times and deliver great services and experiences for your customers.

A well-crafted customer experience strategy ultimately fosters customer retention, positive word-of-mouth, and differentiation in a competitive market, leading to sustainable business success. To create such a strategy right now, you need resources like surveys and other feedback tools to learn more about what your customers really need. InMoment can help you craft feedback tools and perfect your marketing with our extensive CX management platform. Schedule a demo today to see our platform in action!

How AI Customer Experience Can Advance Your Business Strategy

As e-commerce becomes increasingly global and competitive, business leaders understand that technology can be a valuable tool in reconnecting with consumers. 

In particular, Artificial Intelligence (AI) has emerged as a powerful tool, revolutionizing the way companies understand and enhance the customer experience. As we delve into the realm of AI in Customer Experience (CX), we will explore how this technology is reshaping the customer-business relationship.

What is AI in CX?

AI in CX stands for artificial intelligence in customer experience. It involves harnessing advanced technology, specifically artificial intelligence and machine learning, to enhance the way businesses connect with their customers. It goes beyond the traditional methods of customer feedback analysis, offering a sophisticated approach that enables brands to stay ahead in an intensely competitive landscape.

At its core, AI in CX is about leveraging technology to gain a deeper understanding of customer experiences. It empowers businesses to make informed decisions that drive positive change, all while significantly reducing the time and effort spent on analyzing vast amounts of unstructured data, such as customer feedback.

How AI can improve Customer Experience (CX)

Artificial Intelligence for Customer Experience is the use of technology and machine learning to enhance customer experiences. With AI, brands spend less time analyzing text-heavy analytics and more time making smarter decisions to drive change. AI-driven insights provide consumer behaviors and preferences, as well as uncover new trends and overall a more personalized experience.

With these findings, brands can convert data to real actionable change. Customer retention rates and customer service can be improved by using AI to actively listen for qualitative feedback and elicit more valuable responses.

Another way AI is changing the customer experience realm is the detection of customer feedback themes to condense the main issues facing customers and present them back as valuable insights to improve. 

The Benefits of AI Customer Experience

The integration of Artificial Intelligence (AI) in Customer Experience (CX) strategies brings forth a multitude of advantages for businesses and their customers. Here are five key benefits that illustrate how AI is reshaping the CX landscape:

1. Enhanced Customer Insights

AI-driven CX analysis enables businesses to gain a profound understanding of their customers. It goes beyond traditional methods of data collection and offers real-time insights into consumer behavior, preferences, and sentiments. By processing vast amounts of unstructured data, such as social media interactions and customer reviews, AI extracts valuable information that can be used to tailor products, services, and marketing campaigns to meet the evolving needs of the customer base.

2. Personalization at Scale

One of the standout benefits of AI in CX is the ability to deliver personalized experiences to customers on a large scale. Machine learning algorithms can analyze individual preferences and behaviors, allowing businesses to recommend products or services tailored to each customer’s unique interests. This personalization not only enhances customer satisfaction but also drives sales and fosters brand loyalty.

3. Improved Customer Retention

AI’s ability to actively listen for qualitative feedback and identify pain points allows companies to proactively address customer concerns. By resolving issues before they escalate and offering tailored solutions, businesses can significantly enhance customer satisfaction, leading to higher retention rates. Satisfied customers are more likely to remain loyal and continue their engagement with the brand.

4. Operational Efficiency

AI-powered CX platforms can streamline the analysis of vast amounts of data and provide actionable insights in real time. This efficiency reduces the manual effort required for data analysis, freeing up resources and enabling teams to focus on strategic decision-making and customer interactions. In addition, AI can automate routine customer service tasks, such as answering frequently asked questions, which enhances efficiency and reduces response times.

5. Predictive Analytics

AI’s predictive capabilities are a game-changer for CX. By analyzing historical data, AI can anticipate customer trends, identify emerging issues, and provide recommendations for future strategies. Businesses can stay one step ahead by proactively addressing potential customer concerns, adapting to market shifts, and optimizing their offerings, ultimately leading to improved customer experiences and long-term success.

Incorporating AI into CX strategies offers businesses the opportunity to unlock these benefits and stay competitive in a rapidly evolving global marketplace. The ability to harness technology for deeper customer insights, personalization, enhanced retention, operational efficiency, and predictive analytics positions companies to excel in delivering exceptional customer experiences. In the following sections, we’ll explore how InMoment, as a pioneer in AI-powered CX, is leveraging these benefits to empower businesses and set new standards in the realm of customer satisfaction.

The Benefits of AI in Customer Service

Artificial Intelligence (AI) is revolutionizing customer service in profound ways, streamlining and enhancing common interactions to benefit both businesses and their customers. Let’s look at some of the key advantages of AI in the realm of customer service, where it is proving to be a game-changer. 

1. Decision Making

AI-driven decision-making tools are transforming the way consumers choose products and services. Smart recommendation engines analyze vast amounts of data to provide tailored suggestions, making it easier for customers to make informed choices. These recommendations consider factors such as previous purchase history, browsing behavior, and even customer reviews, ensuring that decisions align with individual preferences. By enhancing decision-making processes, AI not only improves the overall shopping experience but also contributes to higher conversion rates and customer satisfaction.

2. Shopping Experience

The shopping experience itself is undergoing a significant overhaul thanks to AI. Chatbots and virtual shopping assistants provide real-time guidance and assistance to customers. They can answer questions, offer detailed product information, and even assist in finding the right sizes or styles. Additionally, AI is making in-store experiences more interactive through augmented reality (AR) and virtual reality (VR) applications, allowing customers to visualize products before purchasing. As a result, the shopping experience is becoming more engaging, informative, and convenient, leading to higher customer retention rates and increased sales.

3. Customer Interaction

AI is taking customer interactions to new heights. Chatbots and virtual assistants can engage in natural language conversations, making customers feel heard and understood. These AI-powered entities are capable of resolving routine inquiries, managing complaints, and even assisting with returns and exchanges. The use of AI in customer interactions ensures consistency and quality in every interaction, regardless of the channel customers choose. AI also empowers human customer service agents by providing them with relevant information and insights, enabling them to deliver a more personalized and effective service.

4. Checkout/Transaction

The checkout and transaction process is a critical moment in the customer journey. AI simplifies this stage by streamlining the payment process and enhancing security. For instance, AI can enable frictionless checkouts by automatically filling in payment details and addresses for returning customers. It also plays a vital role in fraud detection, flagging suspicious transactions to protect both customers and businesses. By making the checkout process quick and secure, AI reduces cart abandonment rates and fosters trust in online transactions.

5. Post-Transaction

Post-transaction engagement is often an overlooked but crucial aspect of the customer journey. AI ensures that customers feel valued even after making a purchase. Automated post-purchase surveys and feedback mechanisms gather insights to assess customer satisfaction and identify areas for improvement. AI-powered recommendation engines continue to engage customers by suggesting complementary products or services based on their recent purchases. This post-transaction interaction not only fosters customer loyalty but also contributes to additional revenue through upselling and cross-selling opportunities.

Examples of AI in Customer Experience

Businesses across various industries are leveraging AI to enhance interactions, streamline processes, and provide unparalleled services to their customers. By integrating AI seamlessly into their operations, these forward-thinking enterprises are not only keeping pace with technological advancements but also setting new standards for customer-centricity, efficiency, and innovation. From personalized recommendations to predictive analytics, let’s look at a few AI customer experience examples:  

1. Chatbots for Instant Support

One of the most recognizable implementations of AI in customer experience is the use of chatbots. These virtual assistants, powered by AI and natural language processing, enable businesses to provide instant and personalized support to customers. Whether answering queries, assisting with product selection, or guiding through troubleshooting processes, chatbots enhance the overall customer service experience by delivering timely and accurate information.

Example: Many e-commerce websites deploy AI-driven chatbots to engage with visitors, address queries, and facilitate seamless browsing and purchasing experiences.

2. Personalized Recommendations

AI algorithms excel at analyzing customer data to offer personalized product recommendations. Whether it’s suggesting similar items based on past purchases or showcasing products aligned with individual preferences, these recommendation engines significantly contribute to a more tailored and enjoyable shopping experience.

Example: Streaming platforms like Netflix use AI to analyze viewing history and provide personalized content recommendations, keeping users engaged and satisfied.

3. Predictive Analytics for Anticipating Needs

AI’s predictive analytics capabilities empower businesses to anticipate customer needs and preferences. By analyzing historical data, AI systems can forecast trends, helping businesses stay ahead of customer expectations. This proactive approach allows companies to offer relevant products or services before customers even express their requirements.

Example: Retailers use AI to predict inventory needs, ensuring products are available when customers want them, thus reducing stockouts and improving overall satisfaction.

4. Voice Assistants for Seamless Interactions

The rise of voice-activated AI assistants, such as Amazon’s Alexa or Apple’s Siri, has transformed how customers interact with devices. These virtual assistants enhance convenience by allowing users to perform various tasks, from setting reminders to making purchases, using natural language commands.

Example: Smart home devices leverage AI voice assistants to provide hands-free control, creating a frictionless experience for users.

5. Sentiment Analysis for Customer Feedback

AI-driven sentiment analysis tools sift through vast amounts of customer feedback, including reviews and social media comments, to gauge sentiment. This valuable insight allows businesses to understand how customers feel about their products or services, enabling them to make data-driven improvements and respond to issues promptly.

Example: Airlines use sentiment analysis to assess customer feedback on social media, addressing concerns and improving overall customer satisfaction.

These examples showcase the versatility of AI in enhancing various facets of the customer experience. As technology continues to advance, the integration of AI will likely become even more sophisticated, offering businesses new and innovative ways to exceed customer expectations.

How AI Has Improved Customer Experience

Artificial intelligence has emerged as a driving force behind significant improvements in the customer experience industry. These technologies have enhanced the way businesses engage with customers, and have enhanced every step of the customer journey. Here are just a few areas where AI has contributed to creating a more seamless, personalized, and satisfying customer experience. 

1. Personalization at Scale

AI has ushered in an era of hyper-personalization, allowing businesses to tailor their offerings to individual customer preferences at scale. Machine learning algorithms analyze vast datasets, including customer behavior, purchase history, and interactions, to provide personalized recommendations and content. This level of customization not only delights customers by offering what they want but also fosters brand loyalty and long-term relationships.

Example: E-commerce platforms leverage AI to analyze customer browsing and purchasing behavior, presenting personalized product recommendations that align with individual tastes and preferences.

2. Proactive Customer Service

AI-powered chatbots and virtual assistants have redefined customer service by offering instantaneous and proactive support. These intelligent systems can handle routine inquiries, provide product information, and assist with problem-solving in real time. By addressing customer needs promptly, businesses enhance the overall service experience and ensure that customers feel heard and valued.

Example: Customer support chatbots on websites provide instant responses to frequently asked questions, guiding users through common issues and ensuring a swift resolution.

3. Streamlining Customer Journey

AI optimizes the entire customer journey by streamlining processes and reducing friction at every touchpoint. From browsing products to making a purchase, AI technologies analyze user behavior to identify potential pain points and optimize the journey for a smoother experience. This results in reduced wait times, faster transaction processes, and an overall more efficient and enjoyable customer journey.

Example: Mobile banking apps utilize AI to analyze user interactions, streamlining the process of transferring funds, checking balances, and completing other financial transactions.

4. Data-Driven Decision-Making

AI empowers businesses to make informed decisions by extracting actionable insights from vast amounts of customer data. Through predictive analytics, businesses can anticipate customer needs, identify trends, and tailor their strategies accordingly. This data-driven approach ensures that businesses stay ahead of market dynamics and provide services that align with evolving customer expectations.

Example: Retailers use AI to analyze purchasing patterns and predict future trends, enabling them to stock inventory strategically and offer products that are likely to be in high demand.

5. Enhanced Security and Fraud Detection

In an era where online security is paramount, AI has significantly improved customer trust by enhancing security measures. AI algorithms can detect and prevent fraudulent activities, protecting both businesses and customers from potential threats. This not only safeguards sensitive information but also instills confidence in customers when engaging in online transactions.

Example: Financial institutions deploy AI to analyze transaction patterns and detect anomalies that may indicate fraudulent activities, ensuring a secure banking experience for customers.

New AI Trends in Customer Experience

As businesses continue to embrace the transformative power of Artificial Intelligence (AI), the landscape of customer experience is witnessing dynamic shifts driven by emerging trends. These trends not only reflect the ongoing evolution of AI technologies but also offer a glimpse into the future of customer interactions.

1. AI-Powered Visual Search

Visual search capabilities are on the rise, enabling customers to search and discover products using images rather than text queries. AI algorithms analyze visual data, allowing users to find products similar to what they capture with their cameras or upload as images. This trend enhances the efficiency of product discovery, making the shopping experience more intuitive and visually driven.

Example: Retailers incorporate visual search capabilities in their mobile apps, allowing users to take pictures of products and find similar items in their inventory.

2. Augmented Reality (AR) for Immersive Experiences

The integration of Augmented Reality (AR) into customer experiences is becoming increasingly prevalent. AI enhances AR applications by analyzing user interactions and tailoring augmented content based on individual preferences. This trend offers customers immersive and interactive experiences, particularly in industries such as retail, where virtual try-ons and product visualizations are gaining popularity.

Example: Furniture retailers use AR applications to allow customers to visualize how a piece of furniture will look in their homes before making a purchase.

3. AI Ethics and Responsible AI Practices

As AI becomes more integral to customer experiences, the ethical implications of its use are garnering increased attention. The trend towards AI ethics involves implementing responsible AI practices to ensure fairness, transparency, and accountability. Businesses are recognizing the importance of addressing bias in AI algorithms and adopting ethical frameworks to build trust with their customers.

Example: Companies are actively working on minimizing biases in AI algorithms to ensure fair and equitable treatment of all customers, regardless of demographics.

How Can AI Upgrade Customer Experience Analysis?

On a basic level, customers aren’t going to shop at or buy from a company if they don’t have a good customer experience. But the customer experience can be incredibly complicated, involving everything from the visual appeal of the product to the way a customer service representative walks them through a technical problem. Thus, a huge pain point is created for businesses in that they need to sort through the nuances and make informed decisions at the executive level that also positively impact the end user. 

InMoment’s customer experience platform boasts that they are a best-in-class AI-powered company that uses predictive customer analytics to help businesses understand unstructured data and end the CX guessing game.

As an example, here is what InMoment is able to pull from a simple review compared to our biggest competitor.  While our competitors are limited to surface-level observations, InMoment empowers your organization to delve deeper, unveiling richer insights that include uncovering customer intent. Whether it’s an intent to purchase or a potential churn, InMoment equips you to promptly take the necessary actions.

InMoment’s Award-Winning AI Technology for CX

InMoment can give you the tools to utilize AI for customer experience, but it doesn’t end there. We have also helped customers like Foot Locker and La-Z-Boy manage loads of structured and unstructured data, uncover the voice of the customer, and improve their key metrics. Find out what InMoment can do for your business!

Power up Your Productivity to Drive Experience Improvement

Elevating Customer Experience Through Strategic Productivity Insights

In a recent workshop conducted at the XI Forum 2023 in London by industry experts Simon Fraser, VP, Insights and Consultancy at InMoment, and Simon Hedaux, Founder of Rethink Productivity, the focus was on enhancing productivity to drive experience improvement within businesses. This hands-on workshop emphasised the significance of integrating customer and employee perspectives into experience enhancement strategies, whilst leveraging productivity studies and insights to make informed investment decisions.

The workshop gathered professionals from diverse sectors such as retail, travel, services, grocery, and healthcare. Participants delved into diverse dimensions of experience delivery, encompassing efficiency, role dynamics, design considerations, and customer journeys. Here are the highlights and takeaways from the session! 

Understanding the Core Elements

To gain a comprehensive understanding of the situation, it’s important to conduct efficiency assessments. These assessments prioritise the identification of operational discrepancies, the reduction of non-value-added tasks, and the optimisation of resource distribution. An evaluation of roles within the organisation sheds light on various aspects, including customer interactions, management visibility, team composition, and potential upselling opportunities

In addition, assessing the design element entails an examination of how the layout impacts both the employee and customer experience, with the aim of enhancing the overall environment. The exploration of customer journeys also allows you to go beyond surface-level observations, encompassing a thorough analysis of both front-end and back-end processes that significantly influence the quality of the delivered experiences.

Macro-Environmental Insights

The workshop started by contextualising businesses within macro-economic and social environments, considering factors like inflation, evolving consumer behaviours, and societal habits. These elements influence how businesses operate and make decisions.

Participants delved into specific customer touchpoints, such as the ‘Fitting Room’ and ‘Coffee Shop’ experiences. Through diverse lenses—customer, employee, and business perspectives—participants identified critical success factors, pain points, and optimisation opportunities.

Insights and Learnings

Rethink Productivity’s Simon Hedaux shared insights derived from global studies across varied industries and environments. The essence lies in the challenging trade-off between investing in time, cost, and quality, as very few businesses can simultaneously optimise all three. Strategic decision-making is pivotal to prioritising where to focus investments.

Key Strategies for Experience Enhancement

The primary takeaway emphasised the importance of a triangulation approach, aligning customer, employee, and business experiences for effective decision-making. Achieving harmony between signals, abilities, and expectations is crucial.

A systematic understanding and anticipation of customer and employee expectations, coupled with responsive processes, are vital for successful experience improvement initiatives. The importance of utilising multiple lenses for investment decisions, aligning them with ROI goals, was a focal point.

Listening to the voice of the customer and recognising their value emerged as a significant strategy. The necessity of an integrated CX data ecosystem, supported by the right organisational culture, was underscored as the ideal approach.

Practitioners need to consider this triangulation of experiences between customer, employee, and the business when making decisions on how best to invest, and support experience improvement transformation.  To be successful there needs to be harmony between signals, abilities, and expectations. 

  1. The customers – what they take away from all their encounters with your brand, the signals they are looking for, and what they expect?  How clear to them is the process, how easy it is to access and have privacy, and how easy is it to get help when needed?
  2. The employees – what they can deliver, what they are trained to do, what is the culture, and what are their KPIs?
  3. The business – what you say you do (the expectations being set / how this is marketed), and where the budget should be spent? What measures can be taken to prevent loss prevention? What are the staffing levels that are being provided for in the budget?

In conclusion, the workshop underlined the intricate balance needed between productivity, customer experience, and business success. By aligning strategies with the intertwined needs of customers, employees, and the business, companies can drive impactful improvements that lead to sustainable growth and enhanced customer loyalty.

Download the full summary of our XI Forum Europe 2023 here

How Voice of Customer (VoC) Programs Revolutionize Compliance in Financial Services

The Australian financial services industry operates in a tightly regulated environment, with a myriad of compliance obligations that must be met. In recent years, the implementation of a Voice of Customer (VoC) program has emerged as an essential tool for reducing compliance risk, improving customer experiences, and addressing several regulatory requirements. Explore the ways in which VoC initiatives can assist financial services in ensuring compliance with regulatory obligations like RG 271 and DDO, and learn effective strategies for navigating these requirements. 

RG 271—Closing the Inner and Outer Loop

One of the critical regulatory guidelines that financial firms must adhere to is Regulatory Guide 271 (RG 271), introduced by ASIC following the Royal Commission in 2021. RG 271 specifies that financial firms, including AFSLs, must have a fully functional internal dispute resolution (IDR) system in place. This system must acknowledge and record all complaints, respond to complaints within specified time frames, and include required information in responses.

A VoC program, along with closed-loop feedback activities, plays a pivotal role in meeting the obligations under RG 271. By capturing unsolicited feedback, identifying dissatisfaction, and closing the loop with unhappy customers, businesses can fulfill the requirements of an IDR system. Furthermore, VoC programs can help identify systemic themes behind recurring customer feedback, known as the “outer loop.” This deeper understanding allows firms to address underlying issues and communicate solutions back to customers.

Although survey responses are excluded from RG 271, many compliance teams find that providing an additional channel for member feedback supports overall compliance efforts.

Design and Distribution Obligations—Focusing On Customer Needs, Transparency, and Ongoing Monitoring

Design and Distribution Obligations (DDO) are another set of regulatory requirements aimed at ensuring that financial products are designed and distributed in a manner that aligns with the best interests of customers. This includes designing products consistent with customer objectives, financial situations, and needs, as well as monitoring customer outcomes to ensure product alignment.

VoC programs enhance the effectiveness of DDO implementation by focusing on customer needs, transparency, and ongoing monitoring. By involving customer experience experts in the product design process, financial institutions can align products with customer expectations, ultimately improving satisfaction. Additionally, robust feedback mechanisms allow customers to provide input on their experiences, helping firms identify issues and make necessary improvements to product design and distribution.

Best Interests—Gain Insights Into Member Preferences, Needs, and Expectations

Legislation within financial services mandates that advice and decisions be made in the best interests of consumers. To deliver on this covenant, financial services firms must gain insights into member preferences, needs, and expectations. VoC programs come to the rescue by capturing both solicited and unsolicited feedback from members and employer surveys at critical touchpoints in their journey. This information allows trustees to tailor fund offerings, investment options, and services to align with member values, ensuring that fund decisions and actions are in line with beneficiary interests.

Complaint Reduction—Reduce Business Costs While Reducing Complaints

VoC programs also play a pivotal role in reducing the number of industry complaints, ultimately cutting costs across the business. Here’s how:

  1. Proactive Issue Rectification: VoC programs help organizations proactively address negative feedback early, preventing issues from escalating and ensuring customer satisfaction.
  1. Root Cause Analysis: By providing insights into the underlying causes of complaints, VoC programs enable firms to address root issues rather than just symptoms.
  1. Customer-Centric Improvements: Insights from VoC guide firms in making customer-centric improvements, preventing issues from arising in the first place.
  1. Employee Training and Engagement: VoC programs help identify areas where employees may need additional training or support, leading to better-equipped employees and reduced customer complaints.

In summary, VoC programs are driving decision-making in technology within financial services firms. They address regulatory obligations, enhance customer experiences, minimize compliance risks, reduce costs, and strengthen customer relationships. Embracing VoC is not just about compliance; it’s about building a customer-centric financial services industry that benefits everyone involved. 

Best Practices and Strategies to Master Call Center Management

In the fast-paced world of customer service, call center management plays a pivotal role in ensuring efficient operations, customer satisfaction, and improving the customer experience. Understanding the ins and outs of call center management is crucial for both seasoned professionals and newcomers to the field. That’s why we decided to lay out the core aspects of call center management, including how call centers work, the benefits of effective management, best practices, and the organizational structure. Let’s dive in!

What is Call Center Management?

At its core, call center management is the art of overseeing the day-to-day operations of a call center, ensuring that it runs smoothly and efficiently. Call centers serve as hubs for customer interactions, making them a vital element of customer support.

The role of call center management extends beyond the daily operational aspects. It also encompasses strategic planning, workforce management, and technology integration. This multifaceted approach is essential for meeting the ever-evolving needs and expectations of today’s customers. 

With the advent of omnichannel customer experience programs and increasing customer demands, effective call center management has become more challenging and pivotal than ever before. It requires a harmonious blend of leadership, technology, and a customer-centric mindset to succeed in this dynamic landscape.

How do Call Centers Work?

Call centers act as the central point for customer inquiries, issues, and support. They employ skilled agents who communicate with customers using to address their concerns, answer questions, or provide assistance. In essence, call centers bridge the gap between a business and its customers.

Successful call centers have evolved their operations with contact center intelligence, embracing a more comprehensive approach to customer engagement. Modern call centers not only handle inbound customer inquiries but also proactively reach out to customers through outbound communications. These centers are equipped with advanced technologies, including customer relationship management (CRM) software, predictive dialers, and analytics tools. This technology allows them to provide a more personalized and efficient service. Whether it’s resolving issues, processing orders, conducting market research, or offering technical support, the modern call center is a versatile hub for customer interactions, adapting to the diverse needs of businesses and their clientele.

Benefits of Having Call Center Management

Effective call center management offers a multitude of advantages for businesses, propelling them towards enhanced customer satisfaction, operational efficiency, and ultimately, improved profitability. 

Enhanced Customer Experience

Implemented call center management can significantly enhance the overall customer experience. Well-managed call centers ensure that customers receive prompt, accurate, and helpful support, resulting in higher levels of customer satisfaction. This boost in customer satisfaction, in turn, can lead to increased customer loyalty and long-term relationships.

Increased Operational Efficiency

By efficiently handling a high volume of customer inquiries, well-managed call centers minimize customer wait times and ensure that issues are resolved swiftly. This not only improves customer satisfaction but also optimizes the utilization of resources and reduces operational costs, leading to significant cost savings for the organization.

Improved Data-Driven Insights

Call center management also provides invaluable data-driven insights. By collecting and analyzing customer data, businesses gain a better understanding of customer needs, preferences, and pain points. This data, in turn, informs strategic decisions, helping businesses refine their products, services, and customer support processes.

Call Center Management Best Practices

  • Training and Development: Invest in comprehensive training programs for call center agents to ensure they are equipped with the knowledge and skills needed to provide exceptional customer service.
  • Performance Monitoring: Regularly assess agent performance, track key metrics, and provide feedback to help agents improve.
  • Technology Integration: Implement advanced call center technologies, such as CRM systems and call routing software, to enhance efficiency and provide a seamless customer experience.
  • Effective Communication: Foster open communication within the call center to address concerns, share feedback, and maintain a positive work environment.

Organizational Structure of a Call Center

The organizational structure of a call center is a critical component that ensures efficient operations and a seamless customer experience. It typically comprises several key roles and layers of management to function effectively, including:

  • Managers
  • Supervisors and team leaders
  • Agents
  • Support staff

What is a Call Center Manager?

At the top of the hierarchy, you’ll find the call center manager. This individual is responsible for overseeing the entire call center operations, setting strategic objectives, and making crucial decisions. They play a pivotal role in aligning the call center’s goals with the broader organizational objectives. The call center manager’s leadership is essential in maintaining a high level of service quality and ensuring that the team meets performance targets.

Supervisors and Team Leaders

Reporting to the call center manager, there are often several supervisors or team leaders. These roles involve more direct oversight of agents and day-to-day operations. Supervisors provide guidance, monitor agent performance, and act as a bridge between the front-line agents and upper management. They play a vital role in maintaining order, supporting agents, and ensuring that the call center meets its targets.

Call Center Agents

The backbone of any call center is its agents. These individuals directly engage with customers, addressing their inquiries, resolving issues, and delivering the quality of service that the organization strives for. Agents are typically divided into teams or departments, each specializing in a particular area of customer support.

How to Manage Call Center Agents?

Effective call center management involves providing agents with the necessary tools, training, and support to excel in their roles. It also includes monitoring and motivating agents to ensure they meet performance goals.

Support Staff

In addition to the core roles mentioned above, call centers may also have support staff responsible for tasks like quality assurance, training and development, data analysis, and IT support. These support functions are integral to the call center’s overall effectiveness. Quality assurance ensures that customer interactions meet the desired standards, training and development keeps agents updated and skilled, data analysts gather valuable insights, and IT support maintains the technology infrastructure.

The organizational structure of a call center is designed to create a clear chain of command, establish accountability, and ensure that each component of the operation contributes to the overall success of the center. Effective communication and coordination among these roles are essential for providing exceptional customer service while meeting performance objectives and maintaining a positive work environment for all involved.

How to Successfully Manage a Call Center

Managing a call center operation that consistently delivers exceptional service and meets its objectives is no small feat. It requires a combination of strategic planning, effective management, technology integration, and a dedicated focus on continuous improvement. These effective call center management strategies ensure that your contact center can realize continuous success:

Clear Objectives and Strategy

Success begins with setting clear objectives for your call center. Whether it’s achieving a specific customer satisfaction rating, reducing response times, or increasing first-call resolution rates, having well-defined goals is essential. These objectives should align with your organization’s broader business objectives and customer expectations. A well-thought-out strategy, supported by a comprehensive business plan, will guide your call center toward achieving these objectives.

Technology Integration

Embrace technology to enhance your call center’s efficiency and customer experience. Implement advanced call center technologies, such as Customer Relationship Management (CRM) systems, automated call routing, and workforce management software. These tools streamline processes, reduce errors, and provide agents with the information they need to serve customers effectively. Integrating multi-channel support capabilities, including phone, email, live chat, and social media, is crucial in today’s omnichannel customer service landscape. The right technology empowers your agents to deliver timely and accurate support while also providing valuable data for performance monitoring and decision-making.

Data Analysis and Continuous Improvement

Analyzing customer data is a cornerstone of call center success. Regularly review key performance metrics, such as average response time, first-call resolution, and customer satisfaction ratings. This data not only provides insights into the effectiveness of your operation but also helps identify areas that require improvement. Implement a culture of continuous improvement by gathering feedback from both customers and staff and using these insights to refine your processes. This iterative approach ensures that your call center stays aligned with changing customer needs and market dynamics, fostering long-term success. In summary, running a call center successfully requires a combination of well-defined objectives, technology integration, and a commitment to continuous improvement. By focusing on these key aspects, your call center can provide outstanding customer service, optimize its operations, and adapt to the ever-evolving demands of the modern customer service landscape.

Why Call Center Management is Critical for Business Success

The role of call center management cannot be overstated when it comes to ensuring business success. From providing a seamless and satisfying customer experience to optimizing operational efficiency, the benefits of effective management are undeniable. The call center serves as the frontline of customer support, bridging the gap between businesses and their valued customers. By implementing best practices, investing in technology, and nurturing a culture of continuous improvement, businesses not only meet the ever-evolving demands of their customer base but also gain a competitive edge in the market.

Elevating Customer Service with Contact Center Solutions

In a world where customer service and support are crucial to business success, the importance of an efficient and effective contact center cannot be overstated. As businesses strive to meet the diverse needs of their customers, a contact center serves as a single point of contact that can handle customer feedback from a variety of sources, and create an omnichannel customer experience

What is a Contact Center and How Does it Work?

Contact centers are the beating heart of customer service operations, and is often considered as part of customer services best practices. They serve as centralized hubs where businesses manage customer interactions. These interactions can take various forms, including phone calls, emails, web chats, social media inquiries such as online reviews, and more! The primary goal of a contact center is to ensure that customers receive timely and effective support.

Contact centers work by routing customer inquiries to the most appropriate agents or channels, which enhances efficiency and reduces customer wait times. They rely on technology, such as Interactive Voice Response (IVR) systems, to automate responses and categorize customer requests, ensuring that they reach the right destination.

What are Contact Center Solutions?

Contact center solutions refer to the suite of tools, software, and technologies that help businesses streamline and improve their customer service operations. These solutions are versatile and can be tailored to meet various use cases. Whether you’re running a small e-commerce store or a large multinational corporation, contact center solutions have something to offer.

These solutions play a pivotal role in enhancing customer interactions, providing better support, and fostering customer loyalty. They allow businesses to manage customer data, track interactions, and gain valuable insights into customer behavior. As a result, they become essential for maintaining a competitive edge.

Are there different types of Contact Center Solutions?

The short answer is yes, contact center solutions come in various types, each catering to specific business needs and goals. These distinctions help businesses find the right fit for their unique customer service requirements. Let’s explore some of the common types of contact center solutions:

  • Inbound Contact Center Solutions: These solutions focus on managing incoming customer inquiries. They are ideal for businesses that primarily receive calls, emails, or chat messages from customers seeking assistance or information. Inbound solutions are equipped to efficiently route and handle these inquiries to ensure a seamless customer experience.
  • Outbound Contact Center Solutions: In contrast to inbound solutions, outbound contact center solutions are designed for businesses that initiate customer interactions. They are commonly used for telemarketing, lead generation, and proactive customer outreach. Outbound solutions facilitate features like automated dialing and predictive dialers to optimize outbound campaigns.
  • Cloud-Based Contact Center Solutions: Cloud-based solutions have gained significant popularity due to their scalability, flexibility, and cost-effectiveness. These solutions are hosted in the cloud, allowing businesses to access and manage their contact center from anywhere with an internet connection. They are particularly valuable for small and mid-sized businesses that want to avoid hefty upfront investments in infrastructure.
  • On-Premises Contact Center Solutions: On-premises solutions are installed and operated on the company’s own servers and infrastructure. They offer greater control over the technology stack and data security. However, they often require more substantial upfront investments and ongoing maintenance.
  • AI-Powered Contact Center Solutions: Artificial intelligence (AI) is revolutionizing the customer service landscape. AI-powered contact center solutions leverage machine learning and natural language processing to enhance customer interactions. Chatbots, virtual assistants, and AI-driven analytics are some of the advanced features offered by these solutions.

Streamline Interactions with Omnichannel Solutions

In the digital age, customers expect seamless interactions across various channels. Omnichannel contact center solutions have risen to meet this expectation. These solutions incorporate text, chat, and social media into the customer service ecosystem, allowing businesses to meet their customers where they are.

Omnichannel solutions help businesses provide consistent and personalized support, irrespective of the customer’s chosen channel. By centralizing customer data and interactions, these solutions enable agents to offer more contextually relevant assistance, and continue to improve customer experience in your organization.

The Most Important Features to Look for in a Contact Center Solution

When considering contact center solutions, it’s crucial to evaluate the features they offer. Some of the most critical features include:

  • Transcription services: Effective contact center software solutions should have transcription services that have the ability to turn hours of audio into text.
  • Text analytics: Whether it’s a call transcript, an online chat, or social media interaction, having text analytics capabilities is crucial in a successful contact center solution. 
  • Agent and coach scorecards: Aside from customer interactions, you need to have the ability to analyze the performance of your agents in order to understand areas for improvement. 

Additional Features to Consider

  • Omnichannel Voice of Customer (VoC): The ability to combine large amounts of contact center interactions to develop a holistic Voice of the Customer.  
  • Conversational analytics: Unlock the insights between agent and customer in threaded conversations
  • Knowledge management: Understand performance at the team and agent level and be able to identify strengths and areas for improvement.
  • Strategic services: Receive expert guidance and reporting on key business questions and drivers
  • Impact prediction: Explore key factors and opportunities that influence your metrics the most

These are just a few features to look for in successful contact center solutions. Choosing a contact center solution with the right features can significantly impact the effectiveness of your contact center and the quality of customer support.

What are the Best Call Center Solutions?

The title of the “best” contact center solution is subjective and highly dependent on your business’s unique needs. The right solution for your business will depend on factors such as your industry, company size, and specific customer service goals. 

The best call center solutions should not only offer a robust set of features but also be user-friendly and easy to set up. Your chosen solution should allow you to get started right away, enabling your team to become productive without a steep learning curve. Having experts readily available to provide assistance and answer questions is a crucial aspect of this ease of use. Whether it’s through comprehensive documentation, 24/7 customer support, or dedicated account managers, having support at your fingertips ensures a smoother implementation and operation.

Additionally, consider solutions that offer scalability. Your business may grow, and your customer service needs will evolve over time. A flexible solution that can adapt to your changing requirements is invaluable. Look for solutions that allow you to add or remove features and agents as needed.

Not quite sure what your business needs to take your contact center solution to the next level? Our experts can help you find the right solution for your needs. Learn more by speaking with one of our experts and get a personalized contact center demo!

Selecting the Perfect Contact Center Solutions

Contact center solutions are pivotal in delivering exceptional customer service and support. Understanding the ins and outs of contact centers and the features available are essential for making the right choice for your business. Remember, the “best” solution depends on your unique needs.

The right contact center solution can make all the difference in providing top-tier customer service and support, ultimately leading to greater customer satisfaction and business success. So, whether you’re in the midst of selecting a contact center solution or are looking to upgrade your current one, reach out to our experts for a personalized contact center demo today! 

Looking to Update Your Customer Experience Program? Here’s How.

As a customer experience (CX) professional, you’ve experienced the thrill of starting and growing the program in many forms whether it be: the beginning stage, getting those quick wins, and growing a reputation of excellence across your company.

But then there’s the dreaded plateau. This can happen after you’ve been steadily gaining momentum, then all of a sudden, it seems as if your initiatives are no longer moving the needle. That’s when you know it’s time to update your customer experience program.

Why Refresh Your Customer Experience Program?

  1. Design with the End in Mind
  2. Understand Successes and Shortcomings
  3. Look at Short-term and Long-term Actions

Like most things in the world, your customers—and your market—are not stagnant. They’re constantly changing and adapting to world events, new trends, upgraded technology, and more. And that’s a good thing! It simply means that in order to meet the needs of your customers and your business, you need to consistently evolve your program according to new circumstances and objectives.

We understand it may seem intimidating, but over our 19 years of experience helping the world’s most popular brands ace their customer experience, we’ve learned a few things about how to systematically and strategically review your CX program, and pinpoint the actions you need to take for success. In this blog, we’ve gathered a few of the top tips from our experts to help guide your refresh efforts. You’ll find them all below!

Tip #1: Design with the End in Mind

We’ve said it before, and you’re about to hear us say it again: you need to design your CX program with your current goals for both your experience and your business in mind. Your experience-level goals may look like increasing your net promoter score (NPS) by a certain number in the next year, or launching QR codes surveys. On the other hand, your business goals may be to increase customer tenure or lower cost to serve. Your CX program can help you meet all of those goals, but first, you need to have those goals set in stone!

Tip #2: Understand Successes and Shortcomings 

Every CX program has something it does well—and something that isn’t quite hitting the mark. It’s important that you understand current strengths and weaknesses when you start to update your customer experience program. The “current” part of this mandate is emphasized because you must recognize that just because an initiative was working before doesn’t mean it’s the best solution now.

For instance, one of our clients, Volvo, had a post-transaction survey that had served it well in the past. However, that survey was, in a few words, too long to maintain customers’ attention. That’s why we challenged the brand to take a critical look at each question and ask itself, “is this information already available to us?” The result was a significantly shorter microsurvey that asked intentional and open-ended questions which garnered more responses, more context, and more actionable intelligence. (You can read more about Volvo’s story here.)

Tip #3: Look at Short-term and Long-term Actions

Now that you’ve identified areas of opportunity, it’s time to come up with an action plan to implement successful initiatives more widely and remove points of friction across the customer experience. In order to prioritize (and avoid overwhelm), it’s important to break your action plan up into phases.

Check out this checklist to see how you can build a max-impact CX strategy for a small CX team!

First, identify short-term goals or initiatives you can get started on immediately and implement in the next few weeks. These short-term goals can be something like updating a survey, pulling together a CX cross-functional team, etc. Next, you need to identify the more complex goals, such as proving the ROI of customer experience at your company, implementing employee training based on intelligence, and the like. These more long-term goals will require multiple steps, stakeholders, and approvals. But just because they’re long term doesn’t mean you should put them on the back burner. It merely means that you need to get the ball rolling and prepare for the long haul. 

Still Unsure of How to Get Started?

Our Strategic Insights Team leads InMoment clients through a service we like to call XI Blueprint, in which our experts help brands assess their existing CX blueprint and determine an action plan for both short- and long-term objectives that meet the current needs of their business.

Want to learn more about it? In this video, our Senior Director of Strategic Insights Funda Whitaker paints a clear picture of how XI Blueprint can get CX programs “unstuck.” Watch it here!

You can also hear our client, Harvard Pilgrim, discuss its XI Blueprint success story here!

The Ultimate Blueprint for Mastering Customer Service Metrics

In today’s competitive business landscape, understanding customer service metrics is paramount. These metrics not only gauge the effectiveness of your customer service initiatives but also shape your overall business strategy and customer experience. This article delves deep into the world of customer service metrics, offering insights and actionable takeaways.

The Importance of Measuring Customer Service Metrics

Customer service metrics are the backbone of any successful customer-centric strategy. They provide invaluable insights into customer satisfaction, customer loyalty, and overall experience. By accurately measuring these metrics, businesses can transform their customer interactions, fostering loyalty and driving revenue.

What Exactly Are Customer Service Metrics?

Customer service metrics are not just numbers on a dashboard; they are the narrative of a customer’s journey with a brand, much like a customer journey map. These metrics delve deep, capturing the nuances of every touchpoint, from the initial inquiry to post-purchase survey. They serve as a mirror, reflecting the quality, efficiency, and impact of a company’s customer service initiatives.

But why are these metrics so pivotal? Because they translate the intangible aspects of customer interactions into tangible data. Consider a customer’s feeling of being valued or their sense of trust in a brand. While these emotions are abstract, metrics like the Customer Satisfaction Score (CSAT) or Net Promoter Score (NPS) can quantify them, giving businesses a clearer picture of their customers’ sentiments.

Furthermore, these metrics act as a compass. In the vast ocean of customer interactions, it’s easy for businesses to lose their way. However, by regularly monitoring and analyzing these metrics, companies can stay on course, ensuring they consistently meet and exceed customer expectations. If a particular metric indicates a dip in performance, it serves as an early warning sign, allowing businesses to recalibrate their strategies and realign with customer needs.

At InMoment, we believe that the true power of customer service metrics lies in their ability to drive action. They are not passive observers but active catalysts for change. By offering a granular view of customer service operations and creating an omnichannel customer experience, these metrics empower businesses to make informed decisions, optimize processes, and craft experiences that resonate with their audience.

Customer Service Metrics vs Key Performance Indicators (KPIs)

The distinction between Key Performance Indicators (KPIs) and customer service metrics is paramount. At InMoment, we understand that while both are essential for gauging business health and for building an effective customer experience strategy, they serve distinct purposes and offer varied insights.

KPIs, as the name suggests, are indicators. They are broad, overarching metrics that provide a snapshot of the overall health and performance of a business. Whether it’s sales growth, revenue, or employee performance, KPIs give stakeholders a bird’s eye view of where the company stands. They are the compass guiding the ship, offering direction and ensuring alignment with the company’s strategic goals.

On the other hand, customer service metrics dive deep into the intricacies of customer interactions. They are the magnifying glass that reveals the finer details of how a business engages with its customers. Whether it’s measuring the average response rate, the speed of response, the quality of resolution, or the overall satisfaction level, these metrics shed light on the nuances of the customer journey. They answer critical questions: 

  • How efficiently are customer queries being addressed? 
  • Are customers walking away satisfied or disgruntled? 
  • Where are the bottlenecks in the customer service process?

The beauty of customer service metrics lies in their specificity. While KPIs might indicate that a business is thriving, customer service metrics could reveal areas of concern. For instance, a company might be hitting its sales targets (a KPI), but if the Customer Satisfaction Score (CSAT) is low, it’s a clear indication that while customers are buying, they might not be entirely happy. Such insights are invaluable. They allow businesses to delve into the ‘why’ behind the numbers, facilitating proactive measures to improve customer experience.

The Must-Know Customer Service Metrics

Customer service metrics are the compass that guides businesses towards excellence. They offer a quantifiable measure of performance, allowing companies to gauge the effectiveness of their customer service initiatives. Let’s delve deeper into some of the most critical customer service metrics that every business should be familiar with.

Customer Satisfaction (CSAT) Score

At its core, the Customer Satisfaction Score (CSAT) score is a simple yet powerful tool. It provides businesses with immediate feedback on customer satisfaction levels. Typically, after a service interaction, customers are asked a straightforward question: “How satisfied were you with your experience?” Their responses, usually on a scale from ‘Very Unsatisfied’ to ‘Very Satisfied,’ are then aggregated to produce the CSAT score.

But why is CSAT so crucial? It’s because it directly taps into the customer’s feelings post-interaction. By assessing the quality of customer service through CSAT, businesses can pinpoint areas that might be lacking. Whether it’s the responsiveness of the support team, the clarity of communication, or the resolution provided, CSAT scores shine a light on areas needing improvement. This ensures that businesses can maintain a consistently high level of service, fostering trust and loyalty among their customer base. For a more comprehensive understanding of CSAT scores and how they can be effectively utilized, click here.

Customer Effort Score (CES)

While satisfaction is vital, so is the ease of the customer experience. That’s where the Customer Effort Score (CES) comes into play. CES evaluates how easy it was for customers to get their issues resolved or their questions answered. Did they have to jump through hoops, or was the process seamless?

A high CES indicates that customers had to exert significant effort, which is not ideal. In contrast, a lower CES signifies a smoother customer journey, often leading to increased loyalty and satisfaction. After all, in today’s fast-paced world, customers value their time. They appreciate interactions that are hassle-free and straightforward. To learn more about Customer Effort Scores, click here.

Net Promoter Score (NPS)

If there’s one metric that has gained significant traction in the business world, it’s the Net Promoter Score (NPS). NPS is a reflection of customer loyalty and satisfaction. Customers are asked a single, potent question: “How likely are you to recommend our service/product to a friend or colleague?” Based on their response, they are categorized as Promoters, Passives, or Detractors.

A high NPS indicates that you have a large number of promoters, signaling strong customer loyalty. This often translates to increased revenue, word-of-mouth referrals, and robust customer retention. Given its direct correlation with business growth, NPS stands as a pivotal measure in customer service evaluation. To dive deeper into the workings of Net Promoter Scores, click here.

First Reply Time

Imagine sending a query or raising a concern and waiting endlessly for a response. Frustrating, right? That’s why the First Reply Time metric is so essential. It measures the duration between a customer raising a query and receiving the initial response.

Timely replies are not just about speed; they’re about valuing the customer’s time and showing them that their concerns are a priority. By monitoring and optimizing First Reply Time, businesses can significantly enhance satisfaction levels, setting a positive tone for the entire interaction.

Resolution Time

While replying promptly is crucial, resolving the customer’s issue in a timely manner is equally vital. Resolution Time, which is commonly used in case management strategies,  measures the total time taken to address and resolve a customer’s query or concern. A short Resolution Time is indicative of an efficient customer service department, leading to increased satisfaction. On the other hand, a prolonged Resolution Time can lead to mounting customer frustration and dissatisfaction.

Ticket Reopens

No one likes revisiting resolved issues. That’s why tracking ticket reopens is so crucial. It ensures that issues are addressed effectively the first time around. A high number of ticket reopens can indicate a gap in the resolution process, signaling the need for more thorough solutions and better training for customer service representatives.

Social Media Metrics

We live in a digital age, where social media platforms have become the new frontier for customer service. These platforms offer real-time feedback, allowing businesses to address concerns promptly. Metrics like response time to online reviews, engagement rate, and sentiment analysis on platforms like Twitter, Facebook, and Instagram provide invaluable insights into customer perceptions and service quality.

Data-Informed Decision Making

At InMoment, we believe that the power of data, when harnessed correctly, can transform the very fabric of an organization, especially in the realm of customer service. Data exploration and data-informed decision-making is not just a buzzword; it’s a methodology that places the customer at the heart of every business move.

Interpreting customer service metrics is not just about understanding numbers; it’s about deriving actionable insights from them. Every metric, be it the Net Promoter Score (NPS), Customer Satisfaction (CSAT) Score, or First Reply Time, tells a story. It sheds light on areas of excellence and pinpoints avenues that need improvement. But the real magic happens when businesses take these insights and translate them into actionable strategies.

For instance, a sudden dip in the CSAT score might indicate an underlying issue in the customer service process. Maybe the response time has increased, or perhaps the resolutions provided aren’t up to the mark. By diving deep into the data, businesses can identify the root cause and implement corrective measures, ensuring that such issues don’t recur. This proactive approach, fueled by data, ensures that businesses stay ahead of the curve, consistently delivering exceptional customer experiences.

Moreover, in an era where customer preferences and behaviors are constantly evolving, staying static is not an option. What worked a year ago might be obsolete today. That’s where data-informed decision-making comes into play. By continuously measuring and analyzing customer service metrics, businesses can stay attuned to changing customer needs. They can innovate, adapt, and evolve, ensuring that their customer service strategies are always in alignment with customer expectations.

Another pivotal aspect of data-informed decision-making is its ability to foster a culture of continuous improvement. When businesses adopt a data-driven mindset, every team member, from the customer service representative to the top management, becomes aligned with the goal of enhancing customer experience. They begin to view challenges not as roadblocks but as opportunities for growth. Every feedback, positive or negative, is seen as a goldmine of insights, driving the organization towards excellence.


Mastering customer service metrics is non-negotiable for businesses aiming for excellence. These metrics provide a roadmap for improvement, ensuring businesses remain customer-centric in their approach. With InMoment’s expertise, businesses can measure and enhance their customer service metrics, setting the gold standard in customer experience.

Elevate your customer service game today by watching this webinar.

How to Improve the Contact Center Experience 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.

However, building an effective, consistent contact center experiences can be overwhelming. That’s why we’ve taken everything we have learned by working with best-in-class brands and distilled those learnings into five simple steps you can follow to make sure you build a contact center that works for you, and works for your customers.

  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

Improve Contact Center Experience Step #1: Utilize Automation

The term ‘automation’ can scare customers because they often associate it with navigating phone trees and having to repeat themselves to a robot listener, but the truth is that automation is incredibly useful when contact centers leverage it correctly. Using automation within online chats, online reviews, 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.

Improve Contact Center Experience Step #2: Explore Customer Issues to Create Self-Serve Content

Utilizing customer feedback to guide them toward solutions is a valuable practice, but it’s only one part of the equation. This feedback becomes even more valuable when you can harness a data platform that utilizes unstructured data analytics and creates actionable insights. This approach proves incredibly beneficial for identifying recurring issues faced by your customers, escalating these concerns to your development team, and creating relevant self-service resources to empower customers in resolving problems independently. Also, it also serves as a proactive strategy for safeguarding your customer experience, addressing potential issues before they even arise.

Improve Contact Center Experience Step #3: Engage and Enable Employees

While it’s not uncommon for brands to provide training for their employees in customer interactions, organizations can unlock even greater potential by actively encouraging their staff to share their unique perspectives on customer problems. This approach not only equips brands with insights into issues that customers might not have formally reported but also empowers employees to proactively drive Experience Improvement (XI) initiatives. By fostering a culture of open communication, brands can tap into the collective expertise of their workforce and gain a deeper understanding of customer pain points, leading to more effective solutions.

This collaborative approach also sends a powerful message to contact center employees, demonstrating that the organization values their input and is genuinely committed to using an integrated CX approach to improve customer experience. By turning employees from mere service providers into valued contributors to the customer-centric mission, brands can effectively transform detractors into enthusiastic promoters. In doing so, they not only improve customer satisfaction but also cultivate a great employee experience that is also  an engaged workforce dedicated to delivering exceptional service.

Improve Contact Center Experience Step #4: Data Is a Gold Mine

Your brand 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 foundation for unlocking your organization’s voice of the customer (VoC). 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.

Improve Contact Center Experience Step #5: Closing the Loop

The value of closing the loop cannot be stressed enough. 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! Not sure where to start? Check out this resource that outlines the 7 steps for implementing a closed loop system!

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!

Not Just Another Blog Post on How to Improve Customer Experience

Today, there are a lot of customer feedback management (CFM) companies talking about integrated CX. Integrated CX isn’t a new concept by any means, and InMoment is not so bold as to say we invented the concept. But, we are confident in saying that the strategies we are developing that view the customer experience as the sum of integrated feedback, insights, and actions are going to distinguish us from our competitors in a significant way. 

What is Integrated CX?

Before we dive in, I feel that a quick definition of integrated CX—from our perspective—is a good place to start. We think of integrated CX as the process of creating an omnichannel customer experience through three key steps: capturing integrated signals, creating integrated insights, and taking integrated actions. 

The idea behind integrated CX is to improve customer experience by combining large amounts of data with technology and services to create more complete customer insights and, as a result, more focused and measurable actions. 

Now that we have done a bit of definition, how can you take this integrated CX approach and put it into action at your company? And, even more importantly, how can you do it so that you get financial proof points, such as proving the ROI of customer experience,  from the efforts?

Moving from “What” to “Why”

I still have far too many discussions with clients and prospects who ask me what their net promoter score (NPS) goal should be or what does a blip in their customer satisfaction score (CSAT) mean to their business. I have to put on my best poker face (which I do not have!) and thoughtfully help them think differently. When businesses solely focus on the ‘what’ of customer experience data—such as numerical ratings and surface-level feedback—it sets them up for many unproductive discussions and mathematical scrambling to appease an analytical audience. Don’t get me wrong, metrics matter, but solely focusing on score management can lead to program stagnation. CX programs centered solely on the ‘what’ will struggle to drive tangible financial value. 

I like to be like the newspaper reporter who continually asks ‘why.” Shifting to why will drive your team to delve deeper into customer feedback. It will also lead to you looking at multiple data sets—the first pillar of integrated CX—to better inform your customer behavior and sentiment. 

It’s in this quest for the ‘why’ that businesses uncover hidden connections between CX improvements and financial business outcomes like customer acquisition, retention, and cost savings. In essence, the shift from ‘what’ to ‘why’ is the catalyst that propels CX programs toward achieving not only customer satisfaction but also a robust bottom line.

Using Data to Capture Insights 

Another theme I hear from clients and prospects is that they have more data than they know what to do with or how to get insights from it (pillar #2 from integrated CX). I suggest taking a methodical approach with a dash of curiosity. The numbers can point you in the right direction. Integrating multiple data sources—qualitatively—can be harnessed to craft compelling narratives that reveal the deeper truths. You have to get beyond generic summaries and really dig into the specifics—understanding not just what happened, but why it matters. 

While advanced CX platforms can provide valuable tools to get you started – or even most of the way to your answer – relying solely on automated solutions to ‘spit out’ answers is a shortcut to missed opportunities or superficial learnings. Human insight, analysis, and creativity remain indispensable. It’s the human touch that can weave data points into meaningful stories, connecting the dots between customer feedback and actionable strategies. 

By being methodical, specific, and human-centric in your data analysis, you can create stories and action plans that are prescriptive and that can rally your organization to truly drive transformational changes to your customer experience. 

Taking Actions That Can Be Owned and Measured 

Gathering data and creating stories and specific plans to drive change can, unfortunately, be the easy part of driving integrated CX. Successful programs get measured by the actions taken and the business value realized – it is a harsh truth of the CX landscape.  

To do this, organizations must foster buy-in and ownership at all levels of the company, starting with C-Suite endorsement and support and all the way down to the front line teams that deliver for customers and all the support staff in between. 

If you’re looking for a starting point, check out this resource on how to speak the C-Suite’s language when it comes to experience programs!

The cliche is true – everyone owns CX. Once you have gathered data and created insights, the actions you take  should not be arbitrary. Programs and initiatives should be tied to a well-defined hypothesis or a specific business driver. 

It’s essential to recognize that not every action taken as a result of your program needs to be a grand slam; incremental wins are valuable steps in the right direction. CX is a game of momentum and continuous transformation. Another true cliche is that CX program success is a marathon and not a sprint.(For those of you who know me, you know I can’t resist a running analogy.) However, your initiatives should all be measured with a financial lens to enable you to track your return on investment. And – spoiler alert – all these successful actions will make customers happier and raise your scores. This is the validation from your customers that you have achieved integrated CX!  

Building Your Integrated CX Program 

Ready to transform your business with integrated CX? Take the first step towards boosting profitability and customer satisfaction by downloading our FREE ‘101-level’ guide today! You can access the guide here.

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