Would love to hear from some of our top contributors! Please do share your thoughts or questions :)
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Tagging some of our regulars here who might be interested in this! What do you all think about the future of CX in 2022? Please chime in with your comments and join us on the 28th at 09:30 AM PT.
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Here’s something I’d like to know more about - if surveys are not the best option, what are some other ways to monitor and keep track of customer satisfaction? Preferably less expensive use cases. 
Looking forward to this session! The role of a CXO is becoming more prominent - can you identify the top 5 traits of a good CX leader?
Can you further delve into how CX leaders are looking at incorporating data privacy in 2022?
Hi everyone. Thankyou for supporting and participating this is discussion. The CX Review is our effort to make CX accessible. To that end, keep sharing your questions in this thread and we’ll get to it right away!
One of my personal favourites from this edition was Dhillon’s interview. Great insight into how simplicity can drive businesses and customer experiences.
I’m curious about the role of a CXO- there could be cases where some parts of the role may overlap with a CEO’s / COO’s , possibly. What are the best ways to clearly establish what comes under a CXO’s purview?
Looking forward to this session! The role of a CXO is becoming more prominent - can you identify the top 5 traits of a good CX leader?
Hi Alyssia.Thanks for your question.
CXO is an emerging title in large orgs. In smaller companies, CX is a mandate largely owned by the founder or the product lead.
Irrespective, CX champions across organizations are expected to operate from 3 standpoints:
- Insights: identify customer truths, their journey and moments of truth
- Brand: think about how do we deliver an on-brand, competitively distinct experience through each of our channels - retail, web, phone, distributor, etc - at every stage, at every touchpoint
- Business: how can you improve conversion, acquisition, SOW, retention, and more)
To these ends, it is essential that a CXO
- Knows how to capture and communicate the voice of the customer
- Envision and architect customer journeys end-to-end
- Be a subject matter expert. They must be the sole authority of CX
- Have an analytical bent to plot and spot patterns in data
- Be able to empower others to deliver on CX mandate.
Can you further delve into how CX leaders are looking at incorporating data privacy in 2022?
Hi Alyssia.
Data privacy is a double edged sword for CX leaders. It at once makes crystal clear the boundaries within which they can operate but it also limits them in terms of range of outcomes.
One of the biggest shifts in the way they see and accommodate data privacy rules is that CX leaders are now looking at data privacy as the guiding principles for innovation. They are beginning to look at regulation as something that fosters innovations in a way that aligns with the customer’s best interests. And this is really what CX is all about - doing right by the customers.
Here’s something I’d like to know more about - if surveys are not the best option, what are some other ways to monitor and keep track of customer satisfaction? Preferably less expensive use cases.
Hi Ishan.
All said, survey is the most convenient method of feedback collection. However, survey by itself self tells little. Often customer responses follow the inverse bell curve, peaking at both extremes of the axis and dipping in the middle. It means most CSAT metrics and NPS scores are biased by those on the extremes: the delighted and angry.
CX experts and practitioners agree that it is best to support survey with follow up questions/interviews to corroborate a customer’s responses.
As an alternative to surveys (or as a supplement), forward looking companies at looking at real-time monitoring and predictive analytics tools. These are tools that, put simply, pay attention to a customer’s observable activities like interactions with product, conversations with support, and path to transactions - instead of their reported responses. These tools provide a more realistic, more comprehensive picture of a customer’s experience. They also allow customer experience teams to be proactive rather than reactive. It empowers teams to get in front of problems, rather than waiting for them to land and dealing with the fallout.
Can you further delve into how CX leaders are looking at incorporating data privacy in 2022?
Hi Alyssia.
Data privacy is a double edged sword for CX leaders. It at once makes crystal clear the boundaries within which they can operate but it also limits them in terms of range of outcomes.
One of the biggest shifts in the way they see and accommodate data privacy rules is that CX leaders are now looking at data privacy as the guiding principles for innovation. They are beginning to look at regulation as something that fosters innovations in a way that aligns with the customer’s best interests. And this is really what CX is all about - doing right by the customers.
Completely agree on this, Meeta. The analogy in the edition aboutbuilding the space capsule gave me a chuckle :)
It’s only natural that leaders embrace privacy and build around it considering how aware consumers are today and how much privacy matters to each of them/ us.
Here’s something I’d like to know more about - if surveys are not the best option, what are some other ways to monitor and keep track of customer satisfaction? Preferably less expensive use cases.
Hi Ishan.
All said, survey is the most convenient method of feedback collection. However, survey by itself self tells little. Often customer responses follow the inverse bell curve, peaking at both extremes of the axis and dipping in the middle. It means most CSAT metrics and NPS scores are biased by those on the extremes: the delighted and angry.
CX experts and practitioners agree that it is is best to support survey with follow up questions/interviews to corroborate a customer’s responses.
As an alternative to surveys (or as a supplement), forward looking companies at looking at real-time monitoring and predictive analytics tools. These are tools that, put simply, pay attention to a customer’s observable activities like interactions with product, conversations with support, and path to transactions - instead of their reported responses. These tools provides a more realistic, more comprehensive picture of a customer’s experience. They also allow customer experience teams to be proactive rather than reactive. It empowers teams to get in front of problems, rather than waiting for them to land and dealing with the fallout.
that's really interesting. I'm just curious- do we risk irking customers with too many questions by sending follow up questions/interviews after a survey?
One of my personal favourites from this edition was Dhillon’s interview. Great insight into how simplicity can drive businesses and customer experiences.
I’m curious about the role of a CXO- there could be cases where some parts of the role may overlap with a CEO’s / COO’s , possibly. What are the best ways to clearly establish what comes under a CXO’s purview?
Hi Sonali.
Our conversation with Gurnoor was nothing short of illuminating!
In GoToko’s case, CX sits at the intersection of all functions - product, support, operations, marketing, human resources, you name it!
This is the case because ensuring a consistent, on-brand experience across every touchpoint,for every stakeholder - customer to employees - is important to their business.
While there are no thumb rules around where CX must live, most experts agree that in the early days of the business, CX must align itself with the most important business motion - product, marketing, corporate strategy. As an organization grows, CX will inevitably move to the intersections. It will occupy a central position and influence activities across functions. Overtime, CX will become more descriptive (defining larger narratives), not just prescriptive in its contributions to the org.
Throughout, CX will be responsible for 3 key things:
- Capturing the voice of the customer and communicating it org wide/function-wide
- Ensuring customer-centricity in every single activity - be it a feature, campaign, strategic business decision
- Ensuring on-brand experiences (for employees and customers both)
Here’s something I’d like to know more about - if surveys are not the best option, what are some other ways to monitor and keep track of customer satisfaction? Preferably less expensive use cases.
Hi Ishan.
All said, survey is the most convenient method of feedback collection. However, survey by itself self tells little. Often customer responses follow the inverse bell curve, peaking at both extremes of the axis and dipping in the middle. It means most CSAT metrics and NPS scores are biased by those on the extremes: the delighted and angry.
CX experts and practitioners agree that it is is best to support survey with follow up questions/interviews to corroborate a customer’s responses.
As an alternative to surveys (or as a supplement), forward looking companies at looking at real-time monitoring and predictive analytics tools. These are tools that, put simply, pay attention to a customer’s observable activities like interactions with product, conversations with support, and path to transactions - instead of their reported responses. These tools provides a more realistic, more comprehensive picture of a customer’s experience. They also allow customer experience teams to be proactive rather than reactive. It empowers teams to get in front of problems, rather than waiting for them to land and dealing with the fallout.
that's really interesting. I'm just curious- do we risk irking customers with too many questions by sending follow up questions/interviews after a survey?
Hi Ishan.
One round of follow-up is a common practice. And typically, this is an open ended question that you send. But the best way to arrive at a number is to answer:
- What do I want to extract out of a feedback? Motivations? Intentions? or actions?
- Where does my survey fall short? Is it depth or range?
- What is the minimum number of questions I will need to ask to arrive at a clear picture of their situation.
My guess is, if you are looking at any more than 3 question, it’s best to ask an open ended question following a survey like CSAT or NPS or invite the customer for an interview like interaction.
Thank you everyone for sharing your questions.
If you were unable to ask a question, feel free to add to this thread as and when you get a chance. I’ll get to it within a day or two.
Look out for more such coffee chats in the future!
Until next time.
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Thank you for sharing question. love to read
I missed this but thankfully it appeared in my timeline again and I’ll download/view the doc :)
