You would be hard-pressed to find a company these days that doesn’t collect some type of customer data after important interactions — but this information alone won’t give those companies a big-picture understanding of the experiences they deliver. While customers do bring important expectations to each interaction, as many 50% of all interactions occur as part of a multi-event, multi-channel journey. To fully understand how satisfied their customers are — and how this satisfaction affects the business — companies must also be able to evaluate how well entire journeys are meeting customer needs.
Achieving an overarching view of customer journeys is not easy, though. Journeys often span different channels and departments — and the teams responsible for each interaction are not often in the habit of sharing customer feedback on a systematic basis. What’s more, many of the ones that do communicate and share feedback lack the ability to do so promptly. This makes it hard to piece together a cohesive picture of how customer opinions and needs change from interaction to interaction.
Companies that are unable to overcome these challenges face several risks. When you can’t analyze different types of customer issues on a level playing field, it’s hard to tell which improvements are worth investing in. It also becomes easier for success in individual interactions to distract you from underlying problems with the journey as a whole. Finally, this segmented view can even make individual customer issues fall between the cracks. If one division receives a complaint only another division can address, but has no easy way to share it, chances are high the issue will go unresolved.
Windstream Communications faced these problems. The company, which provides voice and data networks for 80 percent of the Fortune 500, had grown and diversified quickly through a series of strategic acquisitions. Unfortunately, Windstream’s various divisions had incompatible feedback systems, meaning the only way for teams to share customer data was by manually updating and passing around complex spreadsheets.
Needless to say, this drastically reduced the time available to actually improve the customer experience.
But Windstream overcame its challenges. It implemented a unified approach to customer experience management, aggregating customer feedback from every division into a single platform. This approach has given the company a deeper understanding of the whole experiences customers are having — and allowed it to make make major improvements as well.
We’ve published a case study that shows how they did it and the results they saw. Download it using the form to the right!