Are your insights delivering an improved experience?22 October 2020
Simply utilising technology to turn on customer ‘listening’ channels and waiting for insights to roll in, is why so many programs either fail or return insights that are murky at best.
Most important is establishing what you want to achieve with repeated measurement to gauge improvement over the long term. You will have far greater success by targeting the customer experience, rather than casting a net all over the place. The right data will yield the right intelligence, enabling brands to take the right steps toward improving the customer experience.
Taking a qualitative approach such as using Mystery Shopping (Covert Experience Surveys) will ultimately tell you not only what a customer thinks, but how they feel and why. And repeated regularly will demonstrate an improved experience or not?
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