How Do You Use Artificial Intelligence (AI) + VoA + (VoB + VoC) To Deliver A World Class Customer Experience Operating Model
Graham Clark CCXP
Driving operating improvement and competitive advantage through digital first but not digital only experience management technologies
No-one argues about the importance of Customer Experience (CX) in gaining competitive advantage in every industry in every market.
The leaders in CX are increasingly creating tightly bound (and wound!) operating models where Customer Experience Specialist continuously monitor and optimize customer experience and use that as a key input to actions to improve operating performance (customer sat, reduce attrition, increase upsell revenue, profits etc).
To do that you need three customer insight models; VoB + VoC + VoA
VoB (Voice of the Business) – What the Executives, Managers and Front like personnel PERCEIVE the customer needs and does. Often referred to ‘Inside Out’ and usually envisioned through CX Workshops, Customer Thinking sessions etc.
VoC (Voice of the Customer) – What the Customer THINKS they need and do. Has traditionally been the focus of ‘Outside In’ modelling and usually gathered by email surveys, sms surveys, outbound voice transactional, social media surveys, even face to face surveys and customer councils etc (but the leaders are starting to use VoA below)
VoA (Voice of Analytics) - What your analytics tools tell you THE CUSTOMER REALLY DOES. The inputs are myriad. From digital analytics on your website and mobile app and emails a text messages and social media pages, call analytics and speech analytics from your call center to computer vision analysis enabled cameras and IOT devices tracking movement in your stores. Today companies can even give you behavioral data outside your digital footprint so you know what your customer did the day or week or month before coming to you, even with your competitors.
Add these together and you get Customer Experience Truth. Leading edge for today’s Customer Experience leaders.
But as with most things, technology is already showing the way to then next generation of operating models. AI tools and Machine Learning tools are gathering action & reaction data and prediction data related to experiences and recommending actions to optimize your experiences better, faster and cheaper than you can today.
What are your plans to get ahead of this and perform Innovation work and Proof of Concept work as you look to 2018?