Fixing the first flaw McKinsey found with survey-based CX

In early 2001, McKinsey published the results of a survey of customer experience leaders that gathered their opinions on various aspects of survey-based customer experience programs. It was not happy reading. They outlined four main issues, in what I presume is a priority sequence. Let's consider how to solve the first one today:

That's a really catastrophic number. Especially in B2B, how can we possibly believe that the answers from just 7% of customer tell us everything we need to know or provide true guidance on the top improvement priorities. It's simply not good enough. This is wheretrue Customer AI comes in. It solves this problem, and does it in a way that AI solutions proposed by survey software vendors does not.

Let me clarify. If the only thing that a Customer AI solution provides is improved predictions about customers who answer your surveys, well, you are really wasting your money. What you need is detailed scores and information about all of your customers, not just those covered by Customer Success Managers, or surveys. I think the following diagrams may help to explain what I mean.

This illustration is quite typical for B2B. CSMs and surveys provide just a fraction of the coverage you need. Yes, some of the things you learn from CSMs and surveys can be applied to the rest of the customer base and may well improve loyalty a little. But you are learning nothing specific about all of those non-covered customers. That's where a true Customer AI solution comes in, such as the one offered by OCX Cognition. It uses all of the operational data in your IT systems to provide detailed insights about what is going well and less well for each and every customer. You know what to do and when to do it to improve retention and drive growth.

Here at OCX Cognition, we call this expansion of coverage ‘Generative CX Analytics’. The principle should be obvious. You have operational data about all customers but you only have attitudinal data about those covered by surveys and CSMs. OCX Customer AI is trained on the operational data of the survey subset, and those insights are applied to the rest of the customer base, producing scores and the corresponding explanations for 100% of your customers, not just the average of 7% found in McKinsey's survey. Quite simple really, and it works!

Here is an easy way to learn more: we have just refreshed our website, making it much easier to understand how you will benefit from our Customer AI solution. You can also read some case studies that show the benefits others have reaped. Why not have a look at our site here and get started today.

Notes

OCX Cognition predicts customer futures. Our breakthrough Customer AI solution lets enterprises transform what’s possible in customer experience. Reduce your customer risk, break down silos, and drive speedy action – when you can see what’s coming, you can change the outcome. Building on more than 100 years of CX-focused expertise in our small team and thousands in teams we have led, we’ve harnessed today’s advances in AI, elastic computing, and data science to deliver on the promise of customer-driven financial results. Learn more at?www.ocxcognition.com .

Maurice FitzGerald is a retired VP of Customer Experience for HP's $4 billion software business and was previously VP of Strategy and Customer Experience as well as Chief of Staff for HP in EMEA. He and his brother Peter, an Oxford D.Phil in Cognitive Psychology, have written three books on customer experience strategy and NPS, and a fourth book that focuses on Peter's cartoon illustrations for the first three. All are available from Amazon.