As customer needs and expectations evolve, many organizations are expanding their toolset to increase CX consistency across channels.
With such investment in CX technology growing, the rise of customer experience management (CXM) platforms runs in parallel.
These platforms aim to unlock hidden insights into CX and allow companies to maximize the value of all resources devoted to delivering CX.
What Is a Customer Experience Management Platform?
A CXM platform leverages customer journey mapping, online surveys, and closed-loop feedback to understand how customers feel about their experiences. With this knowledge, brands can harness other tools within the platform to make meaningful improvements to customer journeys.
CXM platforms have become popular in recent years, thanks in part to the progression of analytics technologies. Indeed, companies no longer have to survey customers to gain insights into CX; other methods are available.
By harnessing a CXM platform, companies can track performance at every touchpoint, from product research and exploration to conversion and support. In doing so, the technology offers companies the chance to:
Assess the end-to-end customer journey without blind spots
- Enable data-driven decision making
- Uncover insights across every customer engagement channel
- Improve CX by acting on the voice of the customer (VoC)
Features of a CXM Platform
While various CXM platforms will boast different capabilities, here are four stalwart tools that most vendors should include.
1. Multichannel Feedback Collection
CXM platform typically offers a variety of means to seamlessly deliver customer surveys, ensuring the highest possible survey response rate.
To achieve this, some CXM tools connect with messaging platforms, others embed surveys on websites, and there are tools that insert surveys into employee email signatures.
Also, CXM tools should go beyond collecting feedback, providing tools to act on it, initiate another round of follow-up feedback, and observe the impact.
Such a closed-loop system helps companies showcase to customers that they value their feedback. It also allows CX teams to understand if their changes are effective.
For example, businesses may close the loop by asking dissatisfied customers about their experience and incentivizing feedback through discounts or promotions. A good CXM platform can achieve this in an integrated workflow.
2. Feedback Analysis and Predictive Insights
CXM platforms should allow companies to view the insights in a clear, easy-to-understand, and actionable manner when the survey results come in.
Dashboards and data visualizations that summarize these insights and reveal the most relevant information are ideal for enabling this process.