I’ve yet to see a bumper sticker that says, ‘How’s my CX?” but even if someone creates one, you know it would be a rhetorical question. And that’s probably the problem with a lot of CX strategies.
For all the surveys and other feedback mechanisms organizations use, the majority I’v seen (or taken) have focused largely on generalized questions about satisfaction. They might ask whether you found a contact centre agent helpful, or whether their web site was easy to navigate, but they don’t usually get into the nitty gritty of whether or not you found their expensive automation tools to be valuable or not.
In a study released this week, however, San Jose, Calif.-based 7.ai tried to capture the disconnect between
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.