Are There Gaps in Your CX Insights Program? Data Collection Beyond Journey Mapping and Surveys

If you want to know what your customers really think, just read the Google Reviews. Just be sure to bring some popcorn (and armor).

Do you have any hidden “gotchas” in your customer experience?

As customer expectations continue to rise, gaining deep and actionable insights into their needs, wants, and pain points becomes increasingly crucial for organizations. 

However, journey mapping and surveys alone cannot provide a complete picture. To gain a more holistic understanding of your customers, here are 4 strategies to augment your VOC listening program:

Conduct mystery shopping.

Mystery shopping is a research technique used to evaluate the customer experience by anonymously sending trained evaluators to act as customers and report on their experience. Companies benefit from identifying gaps in service delivery, such as SLAs and technical issues, in order to improve customer satisfaction and maintain consistent quality.

Use social media monitoring.

Social media platforms provide an infinite goldmine about customer sentiment and opinions. By monitoring social media conversations and online reviews, businesses can gain real-time insights into customer reactions to their products or services, as well as identify emerging trends, unmet needs, and issues. Bonus: it’s easy to listen to what folks are saying about your competitors, too.

Analyze phone calls, chats, texts, and emails.

Businesses should leverage text analytics to examine phone calls, emails, texts, and chat transcripts. By analyzing the language and sentiment used by customers and agents, businesses can identify pain points, marketing ideas, training needs, and opportunities for process improvement. For example, analyzing calls might reveal that customers are frequently asking about a particular feature that is not well advertised—leading to an opportunity to better promote that feature.

Collaborate with your customers.

Involving customers in the product development process can provide valuable insights and foster a sense of ownership and loyalty. Businesses can gather feedback through co-creation sessions, focus groups, or beta testing.

By gathering these additional insights, businesses can gain a deeper and more nuanced understanding of their customers—enabling you to make more informed decisions and deliver better customer experiences. 

Recent Posts

Author: Kristine Remer

Kristine Remer is a CX insights leader, UX researcher, and strategist in Minneapolis. She helps organizations drive significant business outcomes by finding and solving customer problems. She never misses the Minnesota State Fair and loves dark chocolate mochas, kayaking, escape rooms, and planning elaborate treasure hunts for her children.