CMSWire: Why You Need Real-Time Insights to Improve Customer Experience
Customer experience (CX) is a major point of competition and differentiation between brands these days, so it's no surprise the ability to measure and improve CX has become a bigger priority for organizations trying to pull ahead.
Surveys are a common way to measure CX and customer satisfaction, providing us with metrics such as net promoter score (NPS), customer satisfaction (CSAT) and other, less common variants. Yet surveys and NPS aren’t always the best measures of certain aspects of CX, and definitely shouldn't be the only measures used.
The growth of real-time data collection and insight tools has made it possible to more robustly measure CX at multiple key points in the customer journey, instead of relying on a survey completed at the end of one experience. These real-time data collection tools capture quantifiable insights about when something happens, how long it took, what device it happened on and exactly when in the customer journey it took place. This article will explore some of the benefits of incorporating real-time insights into your customer experience measurement plan.