Our vision on CX

While many companies take customer experience seriously, we see that they struggle to achieve measurable improvements. Simply because – in the enormous amount of interaction that takes place – there is a lack of insight into what works and what doesn’t. CX management is a team effort and should engage all departments within an organization to ensure success. All successful customer experience strategies start with gathering and segmenting data to get a true understanding of your customers and their journeys.
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Improving customer happiness

Adding value with CX

CX programs of the future need to be predictive and clearly tied to business outcomes and added value. To become a data-driven company and customer-centric, you need a complete view of the customer journey and get insight into what is driving the customer experience. These signals will guide you to take the right action and to create relevant experiences for each customer.

Leading CX companies use data science for prediction and process-mining to capture daily business processes and understand and improve existing processes. This way, they can understand and track what is influencing customer happiness and business performance, so they can detect specific events in customer journeys that will result in positive ROI. This is the way to link CX to value and make a direct impact on your KPIs to build clear business cases.

Link CX to impact in dollars and euros

Create support for CX

Your company may have metrics to measure customer experience. Yet there is often a disconnect between CX metrics and business performance. To create support for CX plans, you need to link CX impact to impact on dollars or euros.

While data and tech are helping to better measure customer satisfaction, organizations struggle to link evidence of an improved CX metric to financial benefit. We believe that the only way to achieve this is to enrich customer interactions with journey-specific data and use data science to link CX to value. As a result, your organization can support a systematic journey-improvement cycle.

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“To create funding and ambassadors for CX plans, you need to link CX impact to impact on dollars or euros.”

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Go beyond single analytics and insights

Connecting all building blocks

In implementations where data-driven working is key, it is important to deploy the resources that connect all building blocks of customer experience. Otherwise, a data-driven implementation will get no further than single analytics and offer little insight into the constantly evolving customer value opportunities.

It is crucial to take a holistic view of all the customer interactions and show success by using a Minimal Viable Product (MVP) approach. This approach gives customers and employees a sense of what success looks like and show concrete results with minimal investment. The first MVP can then quickly be scaled up across multiple customer life cycle stages and journeys until it becomes the standard way of working.

Define your approach on CX

CX Insights Framework

To help organizations accelerate in a data-driven way, we have created the CX Insights Framework to connect customer value with company value and provide insight into important handles for CX, such as reasons for contact, touchpoints, jobs-to-do, and emotion.

The framework helps to bring all perspectives from data-driven CX within your organization together and to make choices. This leads to an integrated CX approach, where it becomes clear which buttons you have to turn to get CX metrics in motion, improve business results, and see the real impact in dollars or euros.

Main CX Objective

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