QUALTRICS
understanding the emotion and the intensity of the emotion of the customer . ‘ Were they happy ? Were they sad ? Were they impressed ? Were they angry ? Were they frustrated ?’ This approach is becoming more important as we think about experience management . It ' s about really understanding customers at a personal level - how they ' re feeling about you as a company and making sure you use that data to tailor experiences , especially if a customer has a negative or bad experience ,” reflects Vogel .
As a technology platform , Qualtrics ’ solution aggregates structured and unstructured data from virtually any source . Qualtrics ’ platform can bring together data from Adobe analytics , session replay analytics , and other operational platforms , and combine it with survey data , chatbot chats , call center transcripts and more , in order to gauge customer emotions and feelings at scale- allowing clients to immediately address experience issues .
“ Our platform allows a customer to ingest all of this data and even bring it in from other sources to generate these insights and then take automated actions to improve the experience in real-time ”
ERIK VOGEL GLOBAL HEAD OF HIGH TECH & TELCO , QUALTRICS
Why is it important to modernise customer experience , ensuring that you do not get left behind ? While many have been talking about rapid digital transformation for the last five to 10 years , the implementation has been slowmoving . “ I think because of the pandemic , it has driven everybody to digitally transform very quickly . If you think about industries that have been very reluctant , a restaurant for example , where for years , they printed paper menus , and now all of a sudden there ' s a code you scan at every table to get a digital menu and contactless payment , and all within the last 18 months , that is rapid change says Vogel .
“ One of the effects of this digital transformation is , with everything now digital , there are virtually no switching costs for customers to switch brands . So for example , if you are selling sports merchanise on an online platform but don ’ t make it easy to find the products in the right sizes , it ' s very easy for people to go find a new place to shop online . Products and services are becoming easy commoditise and easy to replicate . What is hard to replicate is the experience . Anyone can build an amusement park but very few can provide an experience that Disney provides . There are coffee shops up and down the street where I live , but nobody is providing an experience where I can order my favorite latte on the app with a single click for pick-up like I can at Starbucks . So in tech and telecommunications , the experience becomes absolutely critical in order for companies to succeed and stay ahead of the competition . They have to continuously innovate and really build out the customer experience end-to-end because that is the new strategic differentiator .
“ So as we look into the future , the success of a company is going to depend on the experience they provide .”
32 March 2022