Forbes: Real-Time Insights Are the Future of Customer Experience Measurement
Competition for customers is increasingly focused on providing the best possible experience. In order to improve and sustain a great customer experience (CX), the quicker you can get insights from your audiences, the better.
Getting feedback in real time instead of asking for surveys after the fact allows you to have the data you need to make adjustments quickly — sometimes immediately — to ensure your customer has an optimal experience. Contrast this with waiting for an individual to fill out a survey once they are all the way through a process, and you can imagine the possibilities!
In this article, I’m going to discuss why real-time CX insights are increasingly important to understanding and improving your customer experience.
As a customer experience professional, I’ve administered a fair share of surveys, and as a customer myself, I’ve seen quite a few more. There is nothing inherently wrong with these surveys, often used to calculate Net Promoter Score (NPS) or gain other similar insights. It can be annoying as a customer, however, to fill out a survey. And, in some cases, it can even make you feel less valued as a supporter of the company.