Traditional customer experience programs fall short. Many programs claim to improve the customer experience, but most customers are merely satisfied with companies, not loyal to them. Ordinary customers will buy from you but they’re equally happy to buy from your competitor. They won't recommend you to friends and colleagues, go out of their way to purchase from you, or stick with you when you make a mistake. Loyal customers will.
The key issue: Traditional programs ignore emotional connections, which are the foundation of customer loyalty.
Traditional programs collect, analyze, and report (mostly numeric) data. But numbers don’t have the power to inspire your employees or help them truly hear the customer. In addition, data usually arrives months late, long after customers have morphed from real, live people into historical figures whose specific concerns are no longer an immediate priority.
Traditional programs assign discrete roles to each department (research and analysis to market research, decision-making to headquarters, execution to the frontline), dividing what should be a seamless interaction with a customer into component parts. The result? No one takes ownership of the customer experience. How many customer service representatives tell customers, “Sorry, I don’t handle that”?
In ceaseless pursuit of consistency, traditional programs typically respond to performance gaps with top-down directives. Is your company not friendly enough? Tell the frontline to always greet the customer with “How was everything today?” Unfortunately, HQ-orchestrated interactions demoralize employees who want to be themselves, not automatons, and ring hollow to customers who crave real emotional connections.
Traditional programs are big endeavors that take months to plan, months to launch, and months to evaluate. Meanwhile, problems that resourceful employees might have solved expeditiously—possibly generating emotional connections with customers—languish unresolved.
Medallia B2C overcomes the main challenges of traditional customer experience solutions: connecting your organization emotionally with your customers and putting a process in place for driving improvements. Here's how it can help you:
Medallia brings customers to life by presenting them in words—not faceless statistics—using word clouds and text mining that make the meanings clear. It also reports customer experience data in real time so customer engagement remains an immediate priority.
With Medallia, everyone in your organization sees the customer feedback relevant to their role, so they own their part of the customer experience. Our solution tracks progress (down to the touchpoint/employee level) so employees stay motivated to improve the customer experience.
Medallia frees your team to interact with customers naturally, without compromising consistent quality, by monitoring every touchpoint so you can intercede if customer service satisfaction deteriorates. It’s like an EKG machine tracking the customer experience.
With Medallia, every touchpoint acts on customer feedback independently, tracks results, and shares them with the rest of organization so the company quickly learns best practices. The solution also opens a direct channel of communication between market research, which typically understands customer experience data best, and the rest of the organization.
Externally and internally, we've gotten tons of praise for the new system… Our branches have proactively reached out to customers based on the Medallia system, because it captures comments so well and directs feedback to the right person. Customers have noticed and commented favorably.
Director of Business Insights, Top Manufacturer in Its Industry (with a retail operation)