Methodology
In reality, managing customer experience is not difficult. CEM is made difficult because a business lacks a system for collecting and managing this information in a structured fashion.
The CustVox Customer Experience Management solution is based on a simple standard "Customer Experience Conceptual Framework", allowing organizations to understand why, when and how to solicit feedback and what to do when it is received.
CustVox's CFM platform captures the voice of the customer in real-time (24/7/365) on a cross-channel basis.
Customers can provide feedback using their preferred channel including: web, email, phone, SMS, Skype, and social media.
The platform works in real time allowing organizations to capture the voice of the customer after every specific touch point transaction or at a specific point of the customer lifecycle.
It can be easily integrated within your existing IT architecture. The Service Oriented Architecture allows easy integration with, for instance, your existing CRM or ERP system.
Once the voice of the customer is captured and stored in a central repository, a set of built-in business intelligence, text mining, sentiment analysis, voice mining and predictive analytics tools allow business analysts to perform specific research to understand the drivers of dissatisfaction or satisfaction of the customer.
The CFM provides reporting tools that are easily customizable by the user. Predictive Analytics tools are available as optional plug-ins to be included in the CFM platform: Word Mining, Sentiment Analysis, etc.
The CFM was developed as an open architecture so that clients can easily integrate sophisticated third party business intelligence or predictive analytic tools such as: Microstrategy, Hyperion, Cognos, Business Objects, SAS, SPSS, etc
One of the most difficult business tasks is the ability to integrate the business findings of the previous steps: i.e. modifying the business processes and increasing customer satisfaction.
The CFM allows organizations to deliver the right information, to the right people, at the right time. A built-in business rules engine and an artificial intelligence module allow organizations to automatically segment customers based on customer intimacy scores (e.g. level of satisfaction) and trigger specific business processes ('Close The Loop') based on these scores (e.g. retention calls).
A different aspect of the integration is the open architecture of ProVox products: CFM can be easily integrated into the existing IT infrastructure of every organization. A "Service Oriented Architecture" (SOA) allows state-of-the-art integration with existing CRM as well as any other IT business support system (e.g. ERP).
CustVox supports organizations looking to increase customer value through two high-level processes:
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Close The Loop: listening to customers, acting on their data and communicating back intended actions on a 1:1 basis. This is a key differentiator of the CustVox approach and an essential element in increasing loyalty. While the process is inherently simple, it requires solid IT support and commitment from individuals and management across the organization. Closed loop processes are continuous, relying on the collection of feedback, modifications, additional feedback, refinement and so on.
- Enterprise Improvement: when customers provide feedback they are providing invaluable insight on structural and operational improvements an organization can make to enhance the customer experience and increase loyalty. CustVox helps organizations discover and prioritize particular issues that lead to a decrease in customers satisfaction and consequently, customer loyalty. It supports improvement programs resolving structural issues and increasing customer satisfaction accordingly.
It is not manageable if it is not measurable.
The CFM allows real time evaluations at the customer's 'key moment of truth'. Specific Key Performance Indicators (KPIs) are updated in real time, measuring the level of customer experience delivered by the organizations.
This allows an organization to understand its current situation by identifying what adjustments are needed to be effective.
