The technologies behind surveying and data collection are becoming commoditized. The variety of survey platforms, ranging from sophisticated enterprise solutions to simple do-it-yourself (DIY) offerings, is astounding, and most are easy to use and deploy. However, sometimes post-data collection is the piece of the insights chain where progress gets held up or lags behind. Or worse yet, customer input gets ignored, and there is limited communication and action taken, resulting in an inability to move CX activities forward and the development of potential bad will from customers.

Related Article: Taming Customer Feedback Data into Insights and Action

Customer Insights and Feedback Chain

Technology providers in the industry say repeatedly that the solution implementations often go off the cliff sometime between collection, analysis, and action. CX must encompass more than just surveying and measurement. Measurement without an action plan will result in damage to the customer relationship.

Research from McKinsey & Company shows that many survey systems are falling short.

Companies Need More Than Survey-Based Systems

CX practitioners are under pressure to demonstrate return on investment (ROI) for these technology investments. CX programs are often oversold internally and hyped. Sometimes, those in CX get too focused on creating and communicating metrics, such as net promoter score (NPS), and lose sight of the more holistic, overarching relationship that they are trying to build with a customer. There is no denying the importance of these measurements both to improve internal processes and demonstrate the value of these technologies; however, the human behind the data has to remain the main part of the equation. One way to build the customer relationship and develop trust with a brand is to take quick action on feedback.

Research conducted by Qualtrics XM Institute in 2021 found that over half of consumers want organizations to do a better job of listening to them and care more about them. Further, a 2020 Genesys research study found that 48% of consumers do not believe companies show enough empathy.

Companies need to get over the “what do we do with this information” barrier. One of the best ways for companies to demonstrate empathy for customers, as well as contribute to their own internal operational efficiencies and put the foundation in place for longer-term customer relationships, is to truly listen, acknowledge, and act quickly on the feedback so that customers know they have been heard. Loyal customers continue their relationship with the brand, and potentially sign up for more services or deepen their usage, which can result in the ROI needed for increased investment in CX technologies.

Related Article: Benefits of Insights & Feedback Technologies for End Users