High-quality feedback analysis can provide concrete benefits, but the quality of the data coming in is of equal importance. What companies with a comprehensive CX strategy have in common is that they have gone through a careful planning process and created a holistic feedback gathering and analysis solution, which enables them to track and respond to individual and segment-specific customer experiences. One key to this is gathering feedback from multiple-channels covering all company touchpoints.

1. Creating a solid foundation for
your customer experience
management process
The most expensive mistake you can make while building a house is taking short cuts on the foundation. You can later fix almost every other part of the house:
roofs and walls can be repaired, but if you did not build a proper foundation, the only option might be to tear the house down.
The same is true of Customer Experience (CX) Management. We have met with over a hundred companies during the past few years. These companies have
been looking for a solution to analyze their customer feedback and provide insight for improving their products and services, but most of them have started their
Voice of Customer or CX Management efforts without a solid foundation. They have put in place one or two spot solutions–like social media gathering and
engagement or a website feedback form–and run them more or less separately in application-specific and organization-specific vacuums. In short, they have not
taken the time to plan and create a comprehensive CX strategy.

2. GOOD DATA
It is all about good
data. From good
data you can
derive real
actionable
insights.TOUCHPOINTS
METHODSCHANNELS
FREQUENCY
High-quality feedback analysis can provide concrete benefits, but the quality of the data coming in is of equal importance. What companies with a
comprehensive CX strategy have in common is that they have gone through a careful planning process and created a holistic feedback gathering and analysis
solution, which enables them to track and respond to individual and segment-specific customer experiences. One key to this is gathering feedback from multiple-
channels covering all company touchpoints.

3. KNOW THE
CUSTOMER NAME
Link customer
feedback to
the customer
identity.
CUSTOMER
EXPERIENCE
MANAGEMENT
CUSTOMER
RELATIONSHIP
MANAGEMENT
To focus customer experience efforts effectively, you will need to be identify your customers and group them into market segments based on information such as
name (or other identifier), demographic info, and purchase behavior. In order to do this, you need to make sure customer information is not fragmented and
locked in separate systems and that it is available for use by your feedback systems.
When customer identity is known, link already existing customer feedback processes to individual CRM profiles. When customer identity is not known, try to at
least link feedback to a market segment.

4. IDENTIFY THE
MARKET
SEGMENTS
Market segments
value different
points in the
customer
journey.
MARKET
SEGMENTATION
GEOGRAPHIC
DEMOGRAPHIC
PSYCHOGRAPHIC
BEHAVIORAL
The next step in CX process development is defining your market segments. Market segments are useful for grouping customers with similar wants and needs in
order to maximize their customer experience. Since market segmentation is an important function in executing marketing campaigns and strategies, your
marketing department has probably already done this work for you.
Understanding your market segments is vital to a successful CX strategy: in order to get the valuable feedback you need from your customers, you must interact
with them in the right way and emphasize the issues that are important to them. This will take the guesswork out of operational planning and allow you to make
product and process improvements that truly satisfy the needs of your customers.

5. UNDERSTAND THE CUSTOMER
SEGMENT SPECIFIC
CUSTOMER JOURNEY
Customer journey
mapping requires
input from your
customers.
3. Prefered Methods for giving feedback
2. Preferred communication channels
1. Most significant touchpoints
4. Frequency with which you can solicit
Once your market segments have been defined, you need to do some research in order to understand them better. The optimum CX management process is
one in which your customers are likely to interact with you and from which you can get an accurate depiction of their opinions and attitudes about your
company and your competitors.
This process cannot be conducted in a vacuum. It requires input from your customers. Feedback forums and surveys should be designed based on market
segment-specific behavior and preferences, and there are four main considerations:

6. TOUCHPOINTS
Market segments
often value
touchpoints
differently.
ENGAGE BUY USE SUPPORT SHARE
Each market segment experiences and values your various touchpoints differently. Understanding this can help you decide what to ask in your feedback forums
and surveys as well as how much weight to give topics derived from free-form text feedback. For example, you may know that the typical customer in your
market segment “Young Professionals” drives a car, so parking is probably important to them. Maybe you should add a question about parking to surveys sent to
this market segment. Or that you should place extra emphasis on anything related to parking that shows up in their free-form text feedback.

7. CHANNELS Know the market
segment specific
communication
preferences.
SMS
PAPER
FORUMS
PHONE WEB FORM
EMAIL
360 VIEW TO
CUSTOMER
OPINION
Some people like to communicate or receive correspondence via email, some via sms, and others online. Knowing the preferences of your market segments can
help you solicit feedback via channels through which they are likely to respond. This will increase the volume of feedback, making it statistically more accurate.

8. FREQUENCY Remember to make
giving spontaneous
feedback as easy
as possible
SPONTANEOUS DAILY WEEKLY MONTHLY
How often do the customers in your market segments like to be actively contacted by you? Some people are happy to give feedback after every transaction,
while others prefer that you ask for their opinion only once a quarter or even once a year. Of course, the more feedback you get the better you can tailor your
customer’s experience to fit their needs, but soliciting feedback too often can backfire.

9. METHOD Remember to include
both structured and
open ended
questions
360 VIEW TO
CUSTOMER
OPINION
SURVEYS
EVENT
SOCIAL
MEDIA
CALL
CENTER
Similarly, some people prefer to answer carefully-constructed surveys while others like more open-ended feedback forms. NPS surveys may
suit some groups better.

10. CX FEEDBACK GATHERING
IMPLEMENTATION
CHECKLIST
The next step is to
aggregate all
feedback into a
single analysis and
insight distribution
service.
Make sure all
customer data is
linked
TOUCHPOINTS
Understand the
market segment-
specific customer
journey
CHANNELS
METHODS
FREQUENCY
List your market
segments
Planning and running your CX process in this way creates a solid foundation for your house. The next step is to aggregate the feedback into a single,
comprehensive analysis service, which automatically distributes the insights within your organization. We can help with that. Once you have built the
foundation and are ready for this next step, give us a call.

11. INTERESTED?
PLEASE CONTACT
US and Canada Stewart Nash stewart@etuma.com
France Philippe Thenot philippe@etuma.com
Scandinavia Ilona Lahtinen ilona@etuma.com
Rest of Europe Loek van der Helm loek@etuma.com
FOR MORE DETAILS
www.etuma.com