CX trends change regularly from year to year. How much should they matter to companies? Customers’ perceptions and tastes shift quickly, and the discipline of customer experience is constantly evolving to keep up. But staying on top of the latest changes is critical for companies to meet customers’ expectations.
Marketing and CX are often treated as different departments, but their goals are united. Every customer interaction with a company should mirror the values it expresses in its marketing materials. If a company’s marketing touts its commitment to customer service, then every customer service interaction should be exemplary.
Customer Experience: A Definition
But first: what is Customer Experience? It’s not a single metric like an NPS or satisfaction score. And it’s not, as is often said, “the sum of interactions a customer has with a business.”
Instead, customer experience is a complex of sensations, emotions, perceptions, and expectations set by a company’s brand, its competitors, and comparable companies.
The customer experience is an unbounded journey of words and actions spanning a customer’s initial impressions through their decision to become (or NOT to become) a loyal customer.
CX Trends That Are Out
1: Overly broad metrics
The Net Promoter Score can be useful, but it’s often imprecise and fails to deliver actionable insights. Why? It lumps people who rate their experience as a zero and those who rate it as a six into the same general category. To get precise and actionable data, you need to be able to distinguish between a zero and a six. That’s a big difference!
2: Using just rating scale questions in your surveys
On a scale of one to 10, customers’ annoyance with these questions is an 11! Plus, rating scale questions really don’t deliver the nuanced, actionable feedback you need to stay competitive.
Discover More Here :- https://www.martechcube.com/cx-trends-in-2024/
Visit website:- https://www.martechcube.com/
CX Trends: What’s In & What’s Out
Published on April 8, 2024
Published by Mark10
Viewed by 6 people
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