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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

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The Evolution of Listening to the Voice of the Customer

  • 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