4 Success Stories from ROI-Focused CX Programs

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

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

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

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

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

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

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

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

Success Story #2: North American Fast Casual Giant

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

Success Story #3: Tesco

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

Success Story #4: TELUS

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

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

The Importance of ROI-Focused CX Programs

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

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

Four Goals for Your Program That Go Beyond Customer Experience Metrics

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

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

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

The Four Economic Pillars of CX

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

Pillar #1: Customer Acquisition

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

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

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

Pillar #2: Customer Retention

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

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

Pillar #3: Cross-Selling/ Upselling

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

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

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

Pillar #4: Cost Reduction/ Elimination

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

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

Don’t Stop at Customer Experience Metrics

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

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


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

How Cost Reduction Factors into Experience Improvement Strategy

I recently put together a Point of View article about the importance of cost reduction, and how going about it a certain way enables brands to reduce costs, lower friction, and build better relationships by improving customer experiences. These are goals that brands can accomplish with a single motion, and the organizations that say otherwise are not, unfortunately, utilizing their experience platforms and data as much as they could be.

As important as cost reduction is, however, it’s one piece of a larger picture that brands should draw inspiration from as they try building better experiences. That picture is what I call the four economic pillars, and we’ll briefly run through them now.

Four Economic Pillars for Your Experience Improvement Strategy

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

Pillar #1: Customer Acquisition

Brands should always try to acquire new customers as a matter of course, but a lot of organizations don’t tune their experience platforms & programs to that objective as much as they can and should. A versatile Experience Improvement (XI) program can help brands identify where prospective customers live in the feedback universe, then digest their sentiments to create an experience and product offering that those individuals will find attractive. One reason why more brands don’t succeed here is because they don’t decide where it might be best to look for new audiences before turning their programs on. Be sure to discuss and agree on your program design  before proceeding!

Pillar #2: Customer Retention

We can all agree that it is more efficient for brands to retain current customers than to rely too much on new ones for revenue. That’s why you should use your experience programs and feedback tools to not only seek out new customers, but also ensure you’re keeping tabs on conversations within your existing customer base. The best way to do this is to bring all relevant teams to the table, construct a profile of your existing customer against a backdrop of operational and financial data, then use that info to continuously refine your products and services, as well as reduce friction in the experience you deliver. Customers appreciate a brand that does more than react to problems as they arise.

Pillar #3: Cross-Sell/Upsell

Creating a profile of your existing customers is useful for more than ‘just’ building a better experience for them; it also reveals new opportunities to cross-sell and upsell that group of clientele. Seeking out new sources of revenue is all well and good, but most brands would probably be surprised at what opportunities are just waiting in their own backyards. For that reason, organizations should build a customer profile with both better experiences and cross-selling opportunities in mind. Try to resist the urge to consider this pure sales; rather look at it as helping your customers get the most value from all that you have to offer. 

Pillar #4: Cost Reduction

Cost reduction is very important on its own, but it takes on added meaning when viewed through the lens of these other three pillars. What makes cost reduction exciting  is that brands can achieve cost reduction goals via a lot of the same processes that underlie these other pillars; reducing friction, streamlining processes like customer claims, and the like. Again, brands should not view cost reduction as something that’s mutually exclusive with a better experience. Rather, with the right experience platform, organizations can achieve both goals with one approach.

Click here to read my full Point of View on cost reduction, in which I take a much deeper dive on this subject, and stay tuned for additional material we’ve got coming down the pike on the importance of this and other economic pillars!

Three Paths to Understanding Why Customers Leave Your Brand

Retaining customers is one of the best ways to ensure that your brand is building a strong bottom line and an ever-improving experience, but keeping customer churn low is easier said than done. Customer churn is, unfortunately, an unavoidable fact of doing business, but that doesn’t mean that brands have to let it happen in vain. Today, we’re going to give you a quick rundown on understanding why customers leave your brand so that you can prevent future churn, retain loyal clientele, and continuously improve their experience.

Enabling Storytelling

One of the best ways to become aware of friction points within your experience is by letting customers point them out in their own words. We’re not just talking written survey answers, here; experience feedback programs that enable multimedia feedback are among the most powerful tools for learning about problematic or broken touchpoints in your customer journey.

Think about how much more human it is to see and hear customers express their concerns instead of just reading about them. Multimedia feedback empowers brands to understand customer concerns on a much more human level than surveys allow, which is also important for motivating employees. In short, empowering customers to express their concerns in their preferred format and sharing that frank feedback with the relevant teams is one of the best ways to motivate genuine improvement.

Seeking Disclosure

Receiving feedback from current customers is important, but what about past customers? What about the competition’s? The best customer experience platforms are sustained by the best market research, and brands that opt for the former can often receive the latter. Databases, customer panels, and other sources of market learnings are now available at the push of a button, and brands that want to understand their experience from all angles should seek this knowledge out as resources allow.

Once you have all of this feedback and intel from customers both inside and outside your brand, a handy next step is to feed all of that structured data directly into a real-time text analytics engine. This tool is incredibly helpful for brands because it can extract customer sentiment and reinforce organizations’ knowledge of customer churn’s root causes. 

Keeping Churn at Bay

Like we said earlier, brands can’t keep customer churn out of the equation, but they can do a great deal to prevent it with tools and methods like these. Reducing churn in this way is also great not just for churn reduction’s sake, but also for creating a more human experience, instilling greater loyalty in customers, and creating a stronger bottom line.

Want to read more on how you can improve customer retention? Our new eBook walks you through exactly how to build a holistic initiative and the math that will prove the value of your efforts! Check it out here.

5 Steps to Improve—Not Just Manage—Your Experience

Since the inception of customer experience (CX), the conversation about feedback and listening tools has largely revolved around data collection. Many brands have emphasized turning listening programs on immediately, gathering feedback from everyone, and using that feedback to inform both metrics and strictly reactive experience management.

Is there not a deeper layer to experience, though? Top-tier analyst firms like Forrester certainly seem to think so. That conversation about gathering feedback, about experience management, is being taken a step further to a new paradigm: Experience Improvement (XI).

Rather than being about reactive management and just watching metrics like NPS, experience improvement encourages brands to amp things up by creating meaningful, emotionally connective experiences for each and every customer. What follows are five steps to getting your program to that level.

Five Steps to Improve Experiences

  1. Design
  2. Listen
  3. Understand
  4. Transform
  5. Realize

Step #1: Design

Until now, most experience program frameworks encourage brands to turn listening posts on immediately and use gathered feedback to shape eventual goals. However, with experience improvement, this model is inverted to great effect. Rather than getting feedback first, forming goals later, brands should carefully think about what objectives they want their program to accomplish and design their listening efforts around those goals.

For example, does your brand want to reduce customer churn by a given percentage? What about increasing retention or acquisition? Whatever your company’s goal, your experience program can help you get much further toward it if you spell out concrete, numbers-driven goals before turning any listening posts on. Frankly, some audiences are also more worth listening to than others, and completing this step can help your brand better decide where to tune in and why.

Step #2: Listen

Once you’ve established your experience program’s goals and audiences, you can then turn your aforementioned listening posts on. Having determined which audiences to listen to before doing so can help your brand consolidate experience program resources toward much more helpful groups. For example, if you’re looking to boost customer retention, it makes more sense to focus on your established customer base than anyone who interacts with your brand in any context. This approach saves your brand time and resources hunting down helpful intel.

Step #3: Understand

After gathering more focused, relevant feedback through your program, take time to carefully digest it and sort out what might need improvement. An experience platform armed with capabilities like sentiment analysis can be a huge help here.  Additionally, it bears repeating that understanding your feedback means more than scoreboard-watching NPS—it means diving deep into customer feedback to understand common themes, praises, problems, and possible solutions.

Step #4: Transform

Understanding your customer feedback is one thing; using it to meaningfully transform the business is another. This is arguably the most work-intensive step of the experience improvement framework… and one of the most important. Meaningful transformation means sharing CX intelligence with leaders across the business (especially in the departments most relevant to the feedback) and working closely with them to outline and implement process improvements. Desiloing data is always a good idea because it gives employees a holistic view of the brand’s purpose.

Step #5: Realize

Realizing experience improvement means circling back to the goals you set forth in the design stage to ascertain how things shook out. Did you meet your program numbers? Perhaps more importantly, have the improvements implemented as a result of your program resulted in positive cultural changes? Having an initial goal to compare your outcome to is vital to realizing experience improvement… and simplifies proving ROI to request more resources for additional efforts.

By following these steps, organizations can transcend managing experiences and start meaningfully improving them. As we mentioned up top, Experience Improvement leads to the sorts of deeply connective experiences that keep customers coming back no matter what, leading to fundamental brand success.

To read more about these five steps—and brands who have found success with them—check out this article for free today!

The Most Important Conversation You Can Have About Your Customer & Employee Experience

One of the most important pieces of advice we give our clients as they dig into their customer or employee experience strategy is to “design with the end in mind.”

This is really just our way of saying that when you map out your listening posts, choose your text analytics approach, or designate internal teams to lead program governance initiatives, you need to know what you are working toward. 

And that brings us to the most important conversation you can have with your customer experience (CX) and employee experience (EX) stakeholders. It starts with this one question:

What business challenges are we trying to solve with our experience initiatives?

Because that’s really the goal, isn’t it? It’s not just to measure the state of your experience. Not just to deliver insights from your data (regardless of if they’re actionable or not). The point of a CX or EX program is to improve your experience to improve your business!

For some, that might mean acquiring new customers or retaining existing customers. For others, it might look like reducing costs and increasing cross-sell and upsell efforts. Whether you fall into one or all four of these areas, your experience program can help you deliver value. 

Solving for X with Experience Improvement

This principle, what we call Experience Improvement (XI), is why InMoment exists. Our mission is to help our clients improve experiences at the intersection of value—where customer, employee, and business needs come together.  

Ultimately, our clients are able to move the needle and go beyond managing their experience to actually improving it. With the right intelligence, businesses can empower the right people to take transformative, informed action in the most effective ways, achieving better results for the business and better experiences for their customers and employees.

And it all starts with one conversation: What is the “X” your business is trying to solve for?

If you want to learn more about how your experience programs can solve for X, you can learn more here. You can also reach out to our knowledgeable experts to see how experience improvement can benefit your business today! Reach out and talk to us here.

3 Simple Steps That Make Your CX Program Actually Move The Needle

It’s no secret that many companies’ experience initiatives aren’t delivering the results that those brands expect and, frankly, need. Too many customer experience (CX) programs are stuck solely on giving companies metrics, which by themselves cannot deliver a meaningfully improved experience and thus a stronger bottom line.

However, there is a solution. Companies don’t have to stay stuck merely “managing” their experiences. We’ve put together three proven steps that companies can follow to take their program, and thus their brand, to the top:

  1. Determining Business Objectives
  2. Gathering The Right Data
  3. Taking Intelligent Action

Step #1: Determining Business Objectives

Traditionally, many firms have been in such a hurry to start listening in on their customers’ tastes and preferences. And while this eagerness is admirable, it often results in wantonly turning listening posts on everywhere and waiting for insights to roll in. Listening is important, yes, but listening passively is worlds different than listening intently. The former focuses on gathering metrics, feeding those metrics into a piece-by-piece reactive strategy, and calling it a day. The latter calls for businesses to firmly establish what they want to achieve with their experience program before turning any ears on.

There are several merits to determining business objectives before listening to customers, and they all have to do with looking before leaping. First, companies need to decide what business problems they want their experience program to solve. Foregoing this step and listening for the sake of listening is why so many programs either fail or provide ROI that’s murky at best.

Additionally, companies can take considering objectives as an opportunity to tie their experience programs to financial goals. Like we just said, it’s hard to prove a CX initiative’s ROI if it has no clear objective beyond just listening to customers. Spelling your program’s goals out in financial terms gives CX teams a hard number to work toward—then, when that number is achieved, those teams will have a much easier time using that achievement to leverage additional funding in the boardroom.

Step #2: Gathering The Right Data

There’s another reason why it pays to stop and think before turning listening posts on in every channel: some customer segments are more worth listening to than others. This idea may sound a bit callous, but think about it—a listening program geared toward evaluating a loyalty program is going to be much more useful if it hones in on long-term customers instead of casting a net all over the place.

This notion is also known as the concept of gathering the right data. It’s okay for brands to use different listening posts for different audiences—in fact, this strategy is much more likely to garner useful intelligence. Thus, it’s just as important for companies to consider their audiences as it is concrete financial goals when it comes to experience programs. The right data can yield the right intelligence, which can enable brands to take the right steps toward transformational success.

Step #3: Taking Intelligent Action

Much of the work in this step will already have been done if companies follow the previous two steps correctly. Like we said, it’s a good idea for brands to look before they leap and carefully consider what they hope to accomplish with a listening program. Yes, the goal of “listening” is all well and good, but the problem with experience management is that the buck stops there. Take your CX aspirations further than gathering metrics and decide what that listening is meant to accomplish. More customer acquisition? Retention? Lowering cost to serve? Set those goals and attach dollar amounts to them.

Then, take some time to consider which audiences you need to listen to in order to achieve those goals. Arming yourself with concrete goals and intelligence from the right audiences will enable your organization to take the meaningful action it needs to reach the top of its vertical, make a stronger bottom line, and create an emotional, connective experience for both customers and employees. Companies can use these steps to move the needle and take their program from experience management to something far more profound: experience improvement.

Want to learn more about how CX programs can move the needle and create lasting success for businesses, customers, and employees? Check out our new POV article on the subject, written by EVP Brian Clark, here.

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