Arrow down

CX Research

Here’s your simple text only guide below. To access the fully formatted and shareable PDF, simply click here to download.

CX feedback why bother?

The fundamental business benefit of CX feedback is that it can help identify areas of product and service refinement – removing customer ‘friction’, as well as driving (brand) agility & accessibility. In turn, this leads to less time troubleshooting, more time innovating – enhancing customer loyalty and deepening brand engagement.

Ask the right questions - in the right way

Whilst there are many ways we can solicit customer feedback, we can also ensure this is a positive, brand enriching-experience for the participant through the employment of a few straightforward measures, for instance…

Overview metrics such as NPS can help track performance but will not show you how to improve. Don’t forget to ask the associated ‘why?’ and ‘what next?’ type questions.

In terms of tonality, remember to sound warm and friendly. CX feedback is another customer touchpoint and offers you the opportunity to reinforce key brand values.

Be channel relevant

The various channels (servicing & acquisition) vary widely as touchpoint experiences. Any CX feedback activity must be appropriate to the channel.

Regardless of the specific approach adopted, it is important that KPI ‘golden’ questions/metrics are incorporated so as to provide commonality of comparison.

Manage the data streams

Embedding a data-management platform (DMP), within your programme, enables all relevant feedback data to be stored and managed centrally. Ideally, the DMP should also dovetail with any other CRM and analysis tools deployed (Salesforce, Tableau, etc).

Such an approach is ‘holistic’ in its perspective and will increase project learnings incrementally, helping transform the CX feedback into more manageable, and importantly, actionable outputs.

Firestarting!

CX feedback activity should NEVER lose sight of its raison d’etre, to bring about action!

In our experience, the ACDC (Actionable, Clear, Digestible, Concise) acronym is a nice way of remembering how CX data should be collected, utilised and disseminated. Simply collecting data does not unleash its business effectiveness. It is not the amount of data that is important, it is what organisations do with the data that matters.

Well-executed and effectively-communicated insight programmes should ‘start fires’ across the business, driving purposeful action.

Download

Please complete the fields below to immediately receive your Pocket Guide(s).

    The Brand’s Pocket Guide

    Mobile-based Market Research

    182 KB

    The Brand’s Pocket Guide to

    Online Qualitative & Digital Dialogues

    308 KB

    The Brand’s Pocket Guide to

    A Robot Future?

    113 KB

    The Brand’s Pocket Guide to

    Insight Communities

    290 KB

    The Brand’s Pocket Guide to

    UX & Usability Research

    282 KB

    The Brand’s Pocket Guide to

    Insight Storytelling

    327 KB

    The Brand’s Pocket Guide

    CX Research

    422 KB

    The Brand’s Pocket Guide to

    Big vs Small Data

    102 KB

    The Brand’s Pocket Guide to

    Communication with Agencies

    415 KB

    The Brand’s Pocket Guide to

    DIY Market Research

    114 KB

    The Brand’s Pocket Guide to

    DIY Employee Research

    211 KB

    Whilst you're here...

    We thought you might be interested in our new services:

    The Kuriosity Shop

    Download

    Synthys by Skopos

    Download

    A4i in Action

    Download

    Skopos Insight Solutions

    Download

    #MRX Monthly from Research-News

    Sign-up NOW for your free monthly digest of all that’s hot in market research and #MRX
    ENTER YOUR E-MAIL
    By entering your email address, you agree to receive our marketing offers in accordance with our Privacy Policy.

    Skopos Pocket Guides

    Sign-up NOW for your FREE set of Pocket Guides for Brands
    ENTER YOUR E-MAIL
    By entering your email address, you agree to receive our marketing offers in accordance with our Privacy Policy.