Why Combining VOC With Customer Journey Software Creates A Better Customer Experience

Using Customer Journey Analytics and Journey Orchestration to complement VoC and advance CX initiatives

Voice of customer (VoC) insights are extremely valuable, helping businesses to capture feedback and learn more about their opinions, motivations, and brand and product experiences. But in this increasingly customer-centric world, it is no longer enough to measure sentiment after the experience has happened. Comprehensive real-time data and in-the-moment action is essential if you are to keep up with the evolving needs of today’s customers and improve their experience as it’s happening. In this article, we explain how customer journey analytics and customer journey orchestration can be used to complement VoC insights and enhance CX performance.

It has become increasingly difficult for businesses to differentiate themselves based on product alone. Now, the businesses that deliver exceptional customer experiences are the ones standing out and benefitting from a happy, loyal customer base. To achieve true customer-centricity, teams must look to new technology that supplement their existing setup while enabling them to take the customer initiatives to the next level.

The world’s CX leaders are already doing it, integrating customer journey analytics and customer journey orchestration with existing VoC insights to deliver best-in-class experiences for their customers. It’s all part of the digital transformation and business and CX decision makers need to get on board to avoid being left behind.

As Bob Hale, Alterian CEO says, “Imagine a world where you not only learn about your customer via a VoC platform but also by their behavior at that very moment. What they were doing or trying to do; what they we’re seeking out. Then, imagine being able to influence and improve that experience for them so that their journey was seamless. That is the ultimate CX goal”. Harnessing this new wave of technology makes this ultimate CX goal possible.

It starts with customer journey analytics

Customer journey analytics provides businesses with a more comprehensive look at what customers are actually doing or trying to do as they interact with your brand. This demonstrates critical information and behavior and alerts teams to major friction points they would otherwise have missed if they were relying on VoC alone.

Here’s an example – Mike wants to pay his electricity bill online. He heads to the website, but the login process is complex and confusing. After 15 minutes of trying, he gives up, calls the call center, waits for another 10 minutes to be connected to a representative, and eventually pays over the phone. He is so frustrated he couldn’t simply pay online and submits negative feedback.

When the electricity provider sees Mike negative feedback, they assume he (and other customers like him) aren’t happy with the call center experience. But a key piece of the story is missing. Without that critical insight into the source of the frustration (in this case, a complex login page), the business is set to invest time and money into solving the wrong problem (the call center experience).

Now imagine that same scenario but with the addition of customer journey analytics. The actions of the business would likely be quite different. They would have seen that Mike visited the website and tried to login without success before switching to the call center to complete the payment.

Customer journey analytics enables you to understand the actual journey of an individual. More importantly, it allows you to identify other customers who are like Mike and help you understand their journeys and the impact they’re having on the business, whether it be CSAT, call center costs, or customer churn rate. Combining this information with VoC results in an accurate and complete customer picture that teams can use to confidently make decisions and drive better results for the customer and the business.

Using VoC and customer journey analytics insights to act and optimize customer journeys

These insights can then be leveraged to improve customer journeys through customer journey orchestration, achievable through such platforms as Alterian’s Real-time CX platform. CX teams can design journeys in the platform; once they do, journey orchestration gets to work and begins to automatically optimize customer journeys for every individual as the journeys are happening.

From the moment the customer engages with the brand, customer journey orchestration recognizes and leverages all information it has about the customer and uses the power of AI to predict what journey they’ll take and the goal they want to achieve. It then orchestrates the optimal journey to ensure they can achieve that goal with ease.

Because this is orchestrated in real time, the journey is individualized to their needs in that very moment. This prevents frustrating friction points and results in positive outcomes for both the customer and the business.

CX technology is evolving at a rapid pace, and customer-centricity is driving the evolution. To be truly customer-led, businesses must look to complementary solutions that help them to listen to their customers, understand their needs, and respond to them when it matters. Integrating customer journey analytics and customer journey orchestration with VoC makes that possible and empowers teams to:

  • Collect and analyze customer feedback across all channels
  • Monitor customer interactions as they’re happening
  • Analyze customers’ real-time and historical journeys and make decisions with total confidence
  • Better understand customer behavior
  • Provide individualized experiences to every customer, and ensure journeys adapt to customer behavior in real time

Ready to learn more? Get in touch to find out how Alterian’s Real-Time CX Platform can integrate with your existing systems and help you deliver the best customer experience.

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