Transform your Customers’ Experience
For a long time we have known that understanding your customers’ experiences when they interact with you is vital to improving loyalty. Touchpoint surveys have always been a valuable tool to gauge performance and rectify customer experiences issues when they arise.
As more and more firms embrace the idea that superior customer service can provide a strategic advantage, the profile of Voice of the Customer (VOC) programs has grown exponentially. In line with this trend, we have also seen the introduction of increasingly sophisticated software applications to create enterprise level reporting solutions that really bring VOC programs to life. The end result is what’s called Enterprise Feedback Management (EFM) and Ipsos Loyalty is at the forefront of this phenomenon.
Ipsos Loyalty and our technology partners are leading the way in this transition from traditional customer experience tracking to the fully integrated, real time, closed loop, enterprise wide reporting solution that a true EFM platform can bring.
True EFM is about broad, real-time data collection and usage, whereby nearly all employees from the CEO to the front line across all functions receive role-appropriate types of customer feedback daily.
Feedback is increasingly unstructured as customers become less willing to complete traditional feedback surveys. Feedback includes data that need not be actively provided. Passive geo-localization data is just one of the many new and powerful sources of feedback being combined, analysed and presented throughout organisations.
The emphasis of EFM is on action, change and improvement, or in other words, on the management of customer experiences. Management requires analysis to move away from purely backward historical views and toward predicting the impact of customer experiences on customer behaviour and adjusting the strategy and tactics of the business in anticipation of predicted customer behaviour.