It used to be that customer experience was a separate entity from the rest of the company— customer success and support were the main arbiters of customer experience, responsible for everything from beginning to end. However, as the number of different products and services available has started to balloon, so have the key differentiators that people use to decide what they spend their money on. Right now, there are three key statistics that impact company-wide involvement in customer experience:
- 86% of buyers are willing to pay more for a great customer experience
- 73% of buyers point to customer experience as an important factor in purchasing decisions
- 65% of buyers find a positive experience with a brand to be more influential than great advertising
It’s not just about individual teams staying in their silo any longer. This is a family affair.
Not only does customer experience drive customer alignment with the brand, it impacts key company metrics like churn, retention, customer satisfaction and even boosts the amount of money customers are willing to spend. So while sharing customer experience reports with individual customer-facing teams makes a lot of sense, they actually provide plenty of fodder for more strategic teams to use outside of the day-to-day as well. Here are six impactful ways that CX reports can be used by different teams both in day-to-day operations, and long-term strategic planning.
Support and Customer Success teams
In general, it makes sense to share CX reports with people that work in support and success because it helps them to see where they stand. There are few things that tank an agent’s motivation more than being offered general feedback about their performance. Providing direct, specific insights about what someone is doing well or could be doing better is an excellent way to keep them engaged, excited and moving forward with their work. Reports like CSAT, Customer Effort Score and Agent Quality reports give your team members really specific feedback on the experience a customer has with your support team, and lend you great insights to surface in one-on-ones and reviews.
By continuing to focus on employee development, you also spin the flywheel of experience: engaged customers make for happy employees, happy employees make for happy engaged customers. One hand washes the other, and you have support and success teams that are deeply committed to customers’ successes, and customers that love working with your team.
Product and Engineering teams
Sometimes it can feel like product and engineering teams speak a different language than the people on customer-facing teams. But providing CX reports to members of these teams helps give context to the qualitative anecdotes your support team shares by adding quantitative metrics. For example, rather than one of your support team members pinging one of your product managers or engineering team in Slack about a long-standing bug, telling them a story about a one-off customer affected by it, your customer experience team can share compiled metrics or verbatims that reveal the true number of all of the people affected by it. Usually, this is a much larger and more compelling number that may even catch them off guard.
Using this data-driven approach helps your product and engineering teams understand your customers’ opinions at scale. Use customer insights to inform your product roadmap to better encourage product adoption and customer satisfaction over time. It also allows you to understand which product decisions have failed, and what your team can do to rectify and regain lost-trust.
Having a data-driven approach to feature mapping also helps your team to pinpoint and focus on the features that your customers care about the most. Use your customers’ engagement to drive forward features that have the potential to make an impact on the quality of customer experience, rather than just basing changes on the opinions of your product and engineering teams.
According to Instapage, segmented, targeted, and personalized emails generate 58% of all revenue. Similarly, 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect the previous interactions that they’ve had with the company. Your CX reports, and the interactions that you have in CX are great resources for both personalization and future content.
Using customer information from your reports to better personalize and target your content can have a huge impact on your revenue and marketing efforts. For example, if you notice that there is a specific point in your customer journey when your customers start using a certain feature, you can trigger personalized marketing content for educational purposes. This kind of content is much more likely to gain traction and engagement than something that is uninformed by customer experience.
Similarly, from looking at your reports, marketing team members can figure out areas of the product that are really popular and helpful, as well as those that could potentially benefit from some additional light shed on them. Both of those are valuable for future content. Also, if they see something that looks particularly interesting, they can dig a bit deeper and uncover some potentially awesome success stories or use-cases to be used for standalone content on the blog, or as part of a best practice series.
While the board isn’t likely to be using CX reporting metrics as part of their day to day operations, they still find them valuable to review - especially since customer experience is the key differentiator for businesses today. While, generally speaking, the board is more invested in metrics like employee attrition, churn, and monthly/annual recurring revenue, many of the metrics included in a CX report directly impact strategy. For example, increased NPS and positive CSAT ratings generally come hand-in-hand with loyalty and lower churn—better experiences usually boost revenue and average purchase amount, too.
The board will find value in seeing your CX metrics regularly because it allows them to keep the pulse on key metrics that have a large, cross-functional impact. Understanding how CX metrics impact the overall company strategy is important. They want to make sure their investment is continuing to grow in the right direction, after all.
Your Executive team
Your executive team is the team responsible for defining your north star metric, and the ones that are meant to shepherd the company towards achieving it. No matter what your north star metric is, it’s likely that your customers have something to do with it. Your company probably either wants them to rate your product favorably, pay you more money, or be more loyal. Improving the overall CX can result in achieving all of those goals, as almost 90% of American consumers are prepared to spend more money for a superior customer experience.
It’s good for your executive team to have their eyes on your CX metrics because, much like the board, they care about the overall performance of the company. On a deeper level, though, they are the ones who set your goals and make sure that they’re being met—seeing these reports helps them keep their thumb on the pulse, and provides a basis for candid conversations when something needs to change.
Your Strategy team
Your strategy team is responsible for ensuring that cross-functional business alignment happens between teams. They often execute on the vision of the executive team by allocating resources. Without access to CX reports, the strategy team can’t make informed decisions about what customers really want. They also can’t make the connection between CX improvements, the resulting increase in NPS and customer loyalty, and the bottom line.
Given that, it’s especially key that your strategy team see your CX reports on a regular basis. After all, it’s important for them to be able to discern trends and uncover anything that might be shifting so that they can make changes before it becomes too problematic. Influencing the ongoing strategy of the company requires a lot of data - so be sure to include the strategy team in CX reporting.
CX metrics aren’t just for CX anymore—it turns out that they can make an impact almost anywhere that they are sent. On a day-to-day basis, the teams that will benefit most from reviewing your CX reports are the engineering, product and customer-facing teams. However, they also provide value to teams that are focused on long-term planning for your company. Groups like the members of your board, your executives and your strategic team can use data from your CX reports to ensure that things are moving along as planned, and that none of your cross-functional metrics are in jeopardy. CX reports for all!