The customer experience (CX) platform is an integrated approach to measurement that includes a feedback component to assist in “closing the loop” in terms of the overall customer experience.
In particular, this approach identifies customer touchpoints and includes a component that solicits feedback for each touchpoint that could include active solicitation via a mobile app, email or text.
The CX system is designed to integrate with CRM systems, and includes a back-end model for satisfied customer (promoter) amplification where the customer is prompted to share via social media their experiences. Conversely, if a customer reports a negative experience (detractor), that triggers a service recovery mechanism.
Hybrid Models and Mobile Platforms
The environment for information gathering is rapidly changing, with modes of outreach evolving from traditional (e.g., phone, mail) to interactive mobile and online approaches.
Indeed, many organizations are leveraging the widespread usage of smartphones and tablets to engage customers “in-the-moment” via technologies such as “geo-fencing” and multi-media platforms (i.e., gathering customer feedback using video, photo and audio formats).
Additionally, the use of hybrid methods are being explored as a way to get quantitative information (e.g., mobile platform surveys), but in cases where the base may be limited, respondents are subsequently brought into qualitative settings (e.g., online discussions) to gain a deeper understanding of their experiences.