Maturing customer experience management practices and technology have radically transformed how companies capture and use customer feedback on multiple levels.

1. THE EVOLUTION OF
LISTENING TO THE
VOICE OF THE CUSTOMER
PERIODIC SURVEYS
RELATIONSHIP NPS
INSIGHTS OWNED BY, AND
STAY WITH, MARKETING
DEPARTMENTAL SILO VIEW OF
CUSTOMER EXPERIENCE
30-MINUTE SURVEYS
ONGOING LISTENING
TRANSACTIONAL NPS
LESS THAN A MINUTE
FEEDBACK DATA CORRELATED
WITH ENTERPRISE DATA
INSIGHTS SHARED ACROSS
THE ORGANISATION
ORGANIZATION-WIDE VIEW
OF CUSTOMER EXPERIENCE
OUTSOURCED IN-HOUSE
FEEDBACK DATA
ANALYZED IN ISOLATION
BENCHMARK PURPOSE ACTION PURPOSE
MATURING CUSTOMER EXPERIENCE MANAGEMENT
PRACTICES AND TECHNOLOGY HAVE RADICALLY
TRANSFORMED HOW COMPANIES CAPTURE AND
USE CUSTOMER FEEDBACK ON MULTIPLE LEVELS
HIGH-LEVEL VIEW OF
CUSTOMER EXPERIENCE
SINGLE FEEDBACK SOURCE MULTIPLE FEEDBACK SOURCES
Social
media
Behavioral
data
Emails, live chats,
sta! notes
Surveys
Surveys
30 30
8
34
17
70
26
42
5
17
22
?
SINGLE-CHANNEL VIEW OF
THE EXPERIENCE
VIEW OF TOTAL
CUSTOMER JOURNEY
THEN NOW
MANUAL AUTOMATED
LONG TURNAROUND TIME REAL-TIME
Calls
David Jacques, 2016
Linkedin.com/in/davidjacques
Channel
Transaction
Sta!
Region
Product
Segment
This work is free to share and adapt with attribution
http://creativecommons.org/licenses/by/4.0/
&%0"(
HIGHLY GRANULAR VIEW OF
CUSTOMER EXPERIENCE