Wednesday, June 26, 2019
CX Tech

5 Top Features of Great Customer Experience Management Tools

David Balaban
April 04, 2019

3 minute read

Automation is a godsend for businesses. It reduces the risk of human error, streamlines routine workflows, and makes things easier. But how about customer experience management, something that seems tangible and abstract at the same time? A human might find it challenging to analyze feedback data at scale, measure the efficiency of an organization’s CX practices, and decide which gaps to bridge so that the whole activity isn’t a shot in the dark.

Thankfully, there is no need to reinvent the wheel – automation is already here and numerous businesses benefit from its features to the fullest. It boils down to customer experience management (CEM) tools. These instruments capture a bevy of relevant customer data to give you an idea of how exactly customers interact with your brand, what their expectations are, and which areas of your CX posture might need an overhaul.

Whereas the present-day CEM market is prolific, several tools stand out from the crowd. Here’s a brief overview of the top 5 instruments that excel in this domain.

Customer analytics

Customer analytics comprises tools for harvesting customer behavior details from multiple sources, including surveys, mobile, and in-app. In addition to retrieving customer feedback, both direct and indirect, such a system uses data to give you the big picture of the customers’ likes and dislikes regarding your product. It also determines customer risk thresholds and identifies at-risk clients, thus helping thwart customer churn. This process streamlines decision-making and helps pull the right CX triggers at the right time.

Real-time reports

Informative real-time reports help CX practitioners keep abreast of the current customer trends in a brand’s ecosystem. This feature is the heart of every CEM tool, with the above-mentioned customer analytics as the brain. It can gauge transaction usage per customer, NPS (Net Promoter Score) over a specified timeframe, campaign success, online versus in-store purchases, and a variety of other CX-related patterns. Visualization through pie charts and Venn diagrams makes it easy to interpret the data at a glance.

Machine learning

Machine learning makes customer experience management more flexible and targeted. Machine learning algorithms retrieve information about client touchpoints in order to single out the trends and implement improvements with little to no human involvement. This instrument learns from prior experiences to enrich the current and future interactions with the customer and increase the efficiency of the company’s omnichannel marketing.

Text analytics

This module scours the entirety of open online sources for relevant text feedback, aggregates it and comes up with the whys and wherefores of the current trends in your very own CX climate. It retrieves the sentiment text data from online surveys, user comments, recommendations, as well as social media. If you want to stay on top of customer opinions about what you offer, the text analytics feature is a must-have.

Role distribution

One of the prominent features of CEM platforms comes down to facilitating real-time collaboration across the company, distributing different pieces of the obtained data among employees so that specific teams can react to it within their competence and contribute to a better customer journey. With a custom online dashboard in place, executives can view the hierarchy of roles and redefine them to align each one with the business-wide objectives.

All in all, customer experience management tools are an essential link between you and a satisfied customer. They keep track of customer touchpoints, aggregate this data, analyze it, and provide actionable insights into how your business is performing and what needs improvement.

David Balaban
David Balaban
David Balaban is a computer security researcher with over 15 years of experience in malware analysis and antivirus software evaluation. David runs the Privacy-PC.com project which presents expert opinions on contemporary information security matters, including social engineering, penetration testing, threat intelligence, online privacy and white hat hacking. David has a strong malware troubleshooting background, with the recent focus on ransomware countermeasures.
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