{"id":23993,"date":"2021-03-18T00:00:00","date_gmt":"2021-03-18T00:00:00","guid":{"rendered":"https:\/\/inmoment.com\/?p=23993"},"modified":"2024-08-20T08:47:55","modified_gmt":"2024-08-20T14:47:55","slug":"level-up-cx-program-at-growth-stage-business","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/level-up-cx-program-at-growth-stage-business\/","title":{"rendered":"How to Level-Up the CX Program at Your Growth Stage Business"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You\u2019ve been using Net Promoter Score in all the right ways, and now you\u2019re looking to advance your CX program. Fear not, you\u2019ve come to the right place! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next level of CX for Growth Stage companies focuses on a few key things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taking a more holistic view of the entire customer journey\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leveraging technology to listen to hundreds and thousands of customer comments<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employing robust analytics<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ve previously explained how to quickly <\/span><a href=\"https:\/\/www.inmoment.com\/blog\/build-first-customer-feedback-program\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">build your first customer feedback program<\/span><\/a><span style=\"font-weight: 400;\"> with a single survey like Net Promoter Score in a single channel. Now we\u2019ll combine surveys with behaviors and concrete numbers to see how CX impacts metrics like product use, retention, and sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, it\u2019s time to level up your CX program!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re sticking with the 3-step Listen, Learn, and Act model but upgrading each step\u2019s activities from Early Stage to Growth Stage CX programs.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-16744 aligncenter\" src=\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/05\/3-step-CX-program-for-Growth-300x132.png\" alt=\"Listen Learn Act model for Growth Stage\" width=\"523\" height=\"230\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Step 1: Listen\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In this step, you\u2019ll gather information across the customer journey. Many people at the Growth Stage have already identified critical touchpoints in the customer journey that drive success, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Achieving first value<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Support interactions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using a new product or service<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The Listen step focuses on asking the right questions at these touchpoints to help you optimize your CX. During the Early Stage, you offered up the Net Promoter Score survey. Now it\u2019s time to move on to two other <\/span><span style=\"font-weight: 400;\">important <a href=\"https:\/\/inmoment.com\/blog\/customer-experience-kpis-metrics\/\">customer experience metrics<\/a><\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Customer Satisfaction Score (CSAT)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <a href=\"https:\/\/inmoment.com\/blog\/csat-customer-satisfaction\/\">Customer Satisfaction Score (CSAT)<\/a> asks customers how satisfied they were with a recent interaction, like a support call. CSAT is the most popular CX metric for transactional interactions, and you use it to gauge how well these interactions are being handled.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How might you use CSAT? If you\u2019re with an e-commerce company, you likely use it to get post-delivery feedback on a purchase. At SaaS companies, product teams use a CSAT variation called a Product Satisfaction survey (PSAT). It\u2019s often triggered in-app to get feedback that helps product teams optimize the user experience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Customer Effort Score (CES)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The CES survey asks, \u201cHow easy was it to _________?\u201d CES is used to improve systems that may frustrate customers. It allows you to capture early feedback and discover ways to make sure the path to the all-important first value is smooth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use CES surveys to measure how customers feel about their onboarding, which is the critical first step of the customer journey. It\u2019s much easier to retain a customer who has had an excellent first experience with your product than win over a customer reeling from poor onboarding that missed the mark.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you combine the information gathered from NPS, CSAT\/PSAT, and CES, you can uncover previously hidden areas of the customer journey and understand how those affect overall CX.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step 2: Learn<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You now have a plethora of customer feedback from your three surveys, and it\u2019s time to extract actionable insights. <\/span><span style=\"font-weight: 400;\">The important thing to realize here is you\u2019re collecting feedback from thousands of surveys. That amount of data quickly becomes hard to address at scale, and text-match tags won\u2019t capture the wealth of information available. <\/span><span style=\"font-weight: 400;\">You\u2019re going to need more advanced tools than what you used at the Early Stage.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Customer insights through machine learning<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The most insightful input from customers comes in the free-text portion of your surveys. To mine that rich data, you\u2019ll need a tool that uses Natural Language Processing (NLP), a form of AI for real-time text categorization and sentiment analysis. <\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">For many businesses, the wealth of customer experience data has become overwhelming. <\/span><\/i><b><i>Artificial intelligence <\/i><\/b><i><span style=\"font-weight: 400;\">gives us the means to retake the <\/span><\/i><b><i>initiative.<\/i><\/b><\/p>\n<p><b><i>\u2013 Jessica Pfeifer\u00a0 <\/i><\/b><i><span style=\"font-weight: 400;\">CCO, Wootric <\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Advanced tools for the Growth Stage Learn step share two essential elements:<\/span><\/p>\n<p><b>Categorization in real-time<\/b><\/p>\n<p><span style=\"font-weight: 400;\">One of the reasons you\u2019re not manually analyzing the text is you don\u2019t want to wait weeks for insights, and your customers certainly don\u2019t want to wait that long for action. Natural Language Processing allows computers to auto-tag, interpret, and analyze text data as new topics arise, highlighting any issues immediately so you can take timely actions.<\/span><\/p>\n<p><b>Sentiment analysis<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Simply put, sentiment analysis tells you why your customers do or don\u2019t love you. NLP performs sentiment analysis on your customer and user feedback, taking you way beyond the traditional text-match tagging. Not only is every <\/span><i><span style=\"font-weight: 400;\">topic<\/span><\/i><span style=\"font-weight: 400;\"> tracked over time, but NLP also tracks the positive and negative <\/span><i><span style=\"font-weight: 400;\">tone and tenor<\/span><\/i><span style=\"font-weight: 400;\"> of the customer voice. In a quick review, you can instantly gauge whether a specific product touchpoint performs well for your customers. This lets you see how your business initiatives are affecting your users in real-time.<\/span><\/p>\n<p><a href=\"https:\/\/www.wootric.com\/text-sentiment-analysis-for-customer-feedback\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-16756\" src=\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/05\/Example-customer-feedback-analyzed-using-machine-learning.png\" alt=\"\" width=\"750\" height=\"408\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Auto-categorizing feedback is a powerful step in VoC, taken with the help of new technologies like Natural Language Processing.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Link CX metrics to business outcomes<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You can tie CX directly to business outcomes by linking customer survey data to business-focused metrics like purchases, conversions, churn, and sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Say you want to tie CX to churn through your mobile app. No problem!\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look at your post-survey 90-day churn metrics and see at what scores you begin to lose customers rapidly.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Compare that with your NPS. Let\u2019s say your NPS shows you can tolerate some Passives and maybe even some Detractors scoring you at a 5 or 6. Cool, you can let those ride a bit if you\u2019re resource light.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Detractors scoring you at a 0 or 4, however, could be at serious risk of leaving if they don\u2019t receive the support they need to succeed. Put your resources there ASAP!<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">How else can you monitor the risk of churn? Well, if you\u2019re a B2B business, you\u2019re probably already looking at your <\/span><a href=\"https:\/\/www.inmoment.com\/blog\/customer-health-score-advice-from-three-customer-success-experts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Customer Health Score<\/span><\/a><span style=\"font-weight: 400;\">. Factor NPS and other CX metrics into your Customer Health Score and get even more insight with a system that takes into account behavioral metrics like the number of support tickets per user, usage of product features, and other engagement metrics.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Step 3: Act<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve listened, you\u2019ve learned a lot, and now you\u2019re ready to make an impact. But here\u2019s the thing: CX is built by and affected by more than just one team at a company. So there are two critical parts to the Act step.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Get CX data into everyone\u2019s workflow<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A customer-centric organization relies on everyone having access to VoC data, so no individual or team at your company should ever have to search for it. <\/span><span style=\"font-weight: 400;\">All functions can drive better customer experiences and benefit from having CX data and analytics at their fingertips.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sales<\/b><span style=\"font-weight: 400;\"> needs CX metrics at the account level in Salesforce to prepare for an upsell conversation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Customer Success<\/b><span style=\"font-weight: 400;\"> uses Gainsight or other platforms for regular communications with customers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Customer Suppor<\/b><span style=\"font-weight: 400;\">t is in Intercom or ZenDesk.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product<\/b><span style=\"font-weight: 400;\"> may want data in their analytics platform like Tableau.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Analysts<\/b><span style=\"font-weight: 400;\"> will want to pull CX data into their relational database.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By connecting your CX program to the applications and software used by other teams, you can destroy silos and create powerful interactions that delight your customers. Look for CX platforms with native integrations and open APIs to make these connections seamless.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Optimize your product with CX<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s all good and well to gather and distribute essential data and insights, but a CX program\u2019s real power comes from making your product and services better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use your CX data to rank and address the things that matter most to your customers and thus to your business\u2019 success. We recommend creating a dual-axis plan of attack to prioritize what you optimize.\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look at the number of impacted customers and their average score for each issue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Combine that number with a qualitative measure of the engineering and operational effort required to address the issue.<\/span><\/li>\n<\/ol>\n<h3><span style=\"font-weight: 400;\">Close the loop at scale<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve taken actions to improve CX, don\u2019t forget to communicate back to your customers who gave you the feedback to make those changes. Let them know you appreciate their input and that it made an impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You now have hundreds and thousands of customers giving your feedback, and you won\u2019t have enough resources to call each one personally. Thus you\u2019ll need a hybrid model to <\/span><span style=\"font-weight: 400;\">close the <a href=\"https:\/\/inmoment.com\/blog\/customer-feedback\/\">customer feedback<\/a> loop<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ol>\n<li><b>High touch<\/b><span style=\"font-weight: 400;\">. A customer success agent or account manager can reach out to their customers when they respond, even if just to say \u201cThanks!\u201d This connection lets customers know you\u2019re listening and appreciate their feedback. For a B2B business, this is the way to go if you have the resources.\u00a0<\/span><\/li>\n<li><b>Medium touch.<\/b> <span style=\"font-weight: 400;\">Segment the list by survey scores. Sync with a platform like Intercom to trigger automated messages or schedule a weekly email campaign to each group.\u00a0<\/span>\n<ol>\n<li><span style=\"font-weight: 400;\">Thank Promoters and possibly offer them an incentive to be brand advocates, perhaps by sharing their positive feedback on social media.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Route Detractors to Customer Success or Customer Support. That team can devote time to understanding why the customer\u2019s not happy \u2014\u00a0especially those who didn\u2019t leave feedback \u2014 and make the CX and relationship better.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Automate a reply to Passives who didn\u2019t leave feedback, spurring a \u201cWhat would make you LOVE us?\u201d conversation.<\/span><\/li>\n<\/ol>\n<\/li>\n<li><b>Low touch. <\/b><span style=\"font-weight: 400;\">Respond with information-sharing and transparency, such as a blog post or newsletter at the end of the month, summarizing the feedback you\u2019ve received and stating your plans to address issues customers have raised.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">A growing company needs to grow its CX program. By expanding your view to the full customer journey, expanding the feedback you\u2019re requesting, and then using more advanced tools to pull insights from the feedback, you\u2019ll be ready to optimize the customer experience you provide and enjoy the success it brings. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ve been using Net Promoter Score in all the right ways, and now you\u2019re looking to advance your CX program. Fear not, you\u2019ve come to the right place! The next level of CX for Growth Stage companies focuses on a few key things: Taking a more holistic view of the entire customer journey\u00a0 Leveraging technology <a class=\"more-link\" href=\"https:\/\/inmoment.com\/blog\/level-up-cx-program-at-growth-stage-business\/\">Read more&#8230;<\/a><\/p>\n","protected":false},"author":9,"featured_media":23996,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,152],"tags":[575],"industry":[34,580],"class_list":["post-23993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-customer-experience","tag-wootric","industry-b2b","industry-technology"],"acf":[],"_links":{"self":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/23993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/comments?post=23993"}],"version-history":[{"count":0,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/23993\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media\/23996"}],"wp:attachment":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media?parent=23993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/categories?post=23993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/tags?post=23993"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/industry?post=23993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}