Human Touch or Tech Power? InMoment on the Future of CX

As businesses navigate the complexities of the modern marketplace, exceptional customer experience (CX) has emerged as a cornerstone of success. Companies that excel in CX are not only meeting but exceeding customer expectations, fostering loyalty and driving growth. This emphasis on customer-centric strategies requires leveraging advanced technologies and innovative solutions to create memorable, seamless, and personalized experiences.

Spotlight on CX Innovations: Insights from CX Global Summit Philippines 2024

At the recent CX Global Summit in the Philippines, industry experts and visionaries came together to discuss the latest developments in customer experience. Among the highlights was our interview with Eric Weight , a key figure from InMoment , a leader in improving experiences and the world's highest recommended CX platform and services company. InMoment is celebrated for its ability to connect and analyze customer experience data across multiple channels, providing actionable insights that drive meaningful improvements in customer interactions.

CXGS Series: Can you please provide a brief overview of InMoment and its role in the realm of customer experience? We're particularly interested in understanding how your company contributes to enhancing CX and shaping the future of customer interactions.??

Eric: InMoment is the leader in improving experiences and is the highest recommended CX platform and services company in the world. It is renowned for helping clients collect and connect customer experience data from everywhere—from surveys and social reviews to conversational chat logs and transcripts. As the pacesetters in AI and text analytics, its 3,000 clients activate and understand every bite of structured and unstructured data, breaking down data and team silos to take the smartest actions. Our award-winning technology combined with in-house industry experts empower brands to gain ROI from their CX programs in half the time as its competitors. Put simply—we help our clients unlock the true potential of every piece of customer data.??

CXGS Series: How do you envision the future of customer experience over the next 5-10 years, and what role will your company play in shaping that future??

Eric: InMoment envisions the future of customer experience (CX) as a transformative journey towards what we term 'integrated customer experience.' This paradigm shift encompasses the convergence of stronger signals, richer insights, and smarter actions. Over the next 5-10 years, we anticipate most organizations shifting away from traditional survey-based approaches towards embracing multiple feedback technologies. This evolution transcends the limitations of single-channel interactions, and instead pivoting toward an omnichannel approach that resonates with the diverse preferences of modern consumers.??

InMoment is poised to play a pivotal role in shaping this future by leading the charge towards continuous improvement in CX strategies. We recognise that the landscape is shifting from merely collecting data to harnessing actionable insights in real-time. Because of that, our focus extends beyond simple informational feedback towards fostering a culture of ongoing enhancement.??

One of the key transformations we predict is the shift from relying solely on text analytics to using the power of predictive analytics. By harnessing advanced analytics capabilities, we can proactively identify trends and anticipate customer needs, enabling businesses to stay ahead of the curve.??

Lastly, our vision encompasses a move from quantitative scores towards qualitative narratives. Understanding the 'why' behind customer feedback is paramount in driving meaningful change. By embracing storytelling methodologies, we aim to unveil the underlying emotions and motivations behind customer interactions, empowering organisations to forge deeper connections with their clientele.?

CXGS Series: What emerging technologies or trends do you believe will have the most significant impact on customer experience in the near future???

Eric: In the near future, several emerging technologies and trends will certainly have a profound impact on customer experience—and they already are. Of course, artificial intelligence (AI) and machine learning stand out as transformative forces. These technologies have the potential to revolutionise CX by enabling personalised interactions, predictive analytics, and automation of routine tasks.??

Chatbots and virtual assistants are a prime example of AI-driven solutions that are reshaping customer interactions. By leveraging natural language processing (NLP) and machine learning algorithms, these tools can deliver instant support and guidance to customers, enhancing overall satisfaction and efficiency.??

Another significant trend is the rise of augmented reality (AR) and virtual reality (VR) technologies. These immersive technologies have the potential to revolutionise product visualisation, virtual try-ons, and interactive customer experiences. By enabling customers to engage with products and services in a virtual environment, businesses can drive engagement and foster deeper connections—and brands who aren’t learning from their customer data in these areas will miss a large opportunity.??

Finally, the integration of data analytics and predictive modeling is poised to revolutionise CX strategies. By analysing vast amounts of customer data, businesses can anticipate needs, identify trends, and tailor offerings to individual preferences. This predictive approach enables proactive engagement and enhances customer satisfaction.??

CXGS Series: In your view, what are the key qualities that define a successful CX strategy in today's digital age???

Eric: In today's digital-first age, a successful CX strategy is made up of by several key qualities, but these five stand out:??

1. Personalization: Understanding and catering to the unique needs and preferences of individual customers is essential. Tailoring experiences based on past interactions and behavioral data fosters deeper connections and enhances satisfaction.??
2. Seamlessness: Customers expect a seamless experience across channels and touchpoints. Whether they're interacting online, in-store, or via mobile devices, the transition should be smooth and consistent, ensuring a frictionless journey.??
3. Accessibility: Accessibility is paramount in today's inclusive landscape. Ensuring that all customers, regardless of abilities or limitations, can easily access and navigate your products or services is crucial for fostering inclusivity and equity.??
4. Responsiveness: Timely and responsive communication, including closing the loop, is vital in building trust and loyalty with valued customers. Whether it's addressing inquiries, resolving issues, or soliciting feedback, demonstrating a commitment to customer needs in real-time is essential.??
5. Continuous Improvement: Finally, a successful CX strategy is one that is constantly evolving and improving. Regularly soliciting feedback, analysing performance metrics, and adapting strategies based on insights ensure relevance and competitiveness in a dynamic market.??

CXGS Series: What are the biggest challenges facing businesses today in delivering exceptional customer experiences, and how does your company address these challenges??

Eric: There are three big challenges that CX leaders are facing:???

1. Not Everybody Responds to Solicited Feedback. Surveys give critical insight, but don’t account for non-respondents — missing feedback from other channels… InMoment’s open technology ingests all data types and solicits 3x actionable data with conversational feedback.??
2. Technology Cannot Process Unstructured Data. Underutilized qualitative data, and CX teams are unequipped to mine for gold in the data mountain. InMoment’s AI-driven natural language understanding has unlocked every feedback channel and data type.??
3. Siloed Systems and Uninformed Action result in risky and low-impact actions, lacking strategic direction and accountability. InMoment’s predictive simulations on structured and unstructured data drive strategic ROI alignment for every team.??

CXGS Series: Can you share a recent success story where your company significantly improved a client's customer experience, and how do you measure the success of your CX initiatives???

Eric: St Luke’s Medical Centre is the leading hospital in the Philippines, servicing over one million patients per year. Recognizing the need for real-time feedback and immediate action, St Luke's partnered with InMoment to streamline their approach to addressing patient concerns and enhancing overall experiences within. The results? More than 23,000 responses were received last year, and a patient satisfaction score of 8.4!??

InMoment's XI Platform reset St Luke's approach to patient experience. Together, we produced two solutions to resolve the problem of delayed feedback: 1) Real-time complaints reception through the Case Management tool, and 2) A comprehensive dashboard updated in real-time for immediate insights. Patients can now voice their concerns through various channels such as calls, emails, or even scanning QR codes, which empowers to leave feedback in real time, and more importantly, it gives St Luke’s the ability to respond.??

Upon receipt of a complaint, an email alert triggers a response from St Luke's dedicated patient navigators. These trained professionals quickly address patient concerns, making sure that issues are resolved in a timely and empathetic manner. St Luke's adopted a patient-centric approach by deploying patient care navigators and relations officers to handle complaints. This personalised touch not only reassures patients but also ensures that their voices are heard and valued throughout their healthcare journey.??

The Impact? Immediate Patient Feedback??

The transition to InMoment's XI Platform has produced some incredible results for the medical center. Last year the medical center received 23,000+ responses from patients, and individually responded to 518 of them—solving the problems in real time. The patient satisfaction score sits at 8.4 (out of 10, underscoring the centre’s commitment to prioritising patient satisfaction and addressing concerns as quickly as possible. The turnaround time from complaint to resolution became much shorter, enhancing overall patient experience and fostering trust in the institution.??

Get in touch with Eric and the team from InMoment at: [email protected]

Request a demo of InMoment's platform

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