We read articles about problems in companies due to customer experience and we wonder why with all the hype about data and analytics these companies are blind to the facts. In todays business environment the term customer experience is frequently followed by the word data.
“We monitor our customer experience using massive amounts of data”. “We are learning about our customers using data”. Experts claim that monitoring social media is the key to “knowing your customer”.
These companies are hiding behind the data. Why not just go out and experience what your customers are experiencing. Customers have to deal with automated phone systems, web sites that try to sell products but don’t help customers resolve problems and surly staff. Some companies who have understand follow some very simple philosophies such as “the customer is always right”. They have developed systems that support this philosophy and as a result continue to receive high ratings for their customer experience.
Many organizations use data to assess the customer experience. Data does not provide any insight as to how a customer feels. Data has no emotional or cognitive aspects. If companies want to know about what their customers face when interfacing with their company, go out there and be a customer. Don’t hide behind the data.