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Key Takeaways
- Underutilisation of Customer Feedback: The effectiveness of customer feedback is often not fully leveraged by organisations.
- Feedback as Performance Measurement: Companies tend to treat customer feedback as a performance tool rather than a resource for continuous improvement.
- Building Relationships: It’s essential to establish relationships with various stakeholders to ensure customer insights are recognised and acted upon.
- Collaboration Between Teams: Customer experience teams should align closely with product and service teams for effective collaboration.
- Cultural Shift: A cultural change is needed to view customer feedback as a valuable gift rather than a burdensome task.
- Employee Engagement: Encouraging employees to actively engage with customer feedback can boost product engagement and satisfaction.
- Understanding Motivations: Success in customer experience initiatives depends on understanding the motivations and perspectives of different teams.
- AI Integration: When implementing AI, companies must prioritise the quality of underlying data to prevent AI hallucinations and misinterpretations.
- Financial Incentives: Tying financial compensation to customer experience metrics can motivate employees and enhance accountability.
- Balancing Experience and Efficiency: Organisations must focus on delivering exceptional customer experiences while also considering cost efficiencies.
- Leveraging Real Stories: Using real customer stories can bridge the gap between product and service teams, fostering empathy and understanding.
- AI as a Tool, Not a Solution: AI should be seen as a complementary tool within existing processes, not a catch-all solution.
Key Statistics
- Longstanding Feedback Surveys: Many companies continue using feedback surveys that have been in place for 10-15 years, with executives focusing on Net Promoter Scores (NPS).
- Engagement Benefits: Actively engaging with customer insights can lead to higher satisfaction and increased product engagement.
Key Discussion Points
- Customer Feedback as More Than a Metric: The importance of not merely treating customer feedback as a performance metric.
- Relationships in Sharing Insights: The role relationships play in effectively distributing customer insights across teams.
- Focus on Retention Metrics: Understanding the motivation behind a focus on customer satisfaction and retention.
- Challenges in Implementing Insights: Addressing the challenges organisations face in turning feedback into actionable insights.
- Operational Efficiency and Experience: Balancing operational efficiency with enhanced customer experience.
- Risks of Gamification: The potential dangers of gamifying performance metrics, especially score-based systems.
- Communication Between Teams: The need to establish strong communication between product and service teams.
- Cultural Shifts for Business Success: How shifting organisational culture around customer feedback can improve overall business performance.
- AI Data Quality: The potential pitfalls of relying heavily on AI without addressing data quality issues.
- Contextualising Feedback: The need to present customer feedback in a way that resonates with different internal teams.
- Impact on Churn: How customer experience initiatives can help reduce churn and improve retention.
- Storytelling for Product Improvement: Using storytelling to advocate for product improvements based on customer insights.
Podcast Description
In this episode of CX Passport, host Rick Denton sits down with Sean Cherry, Manager of Member and Customer Experience Insights at LinkedIn. With extensive experience in customer experience analytics and strategy, Sean offers valuable insights on the significance of customer feedback, the need for cross-team collaboration, and the role of AI in enhancing customer experiences. Listeners will gain practical strategies for utilising customer insights to drive organisational change and better understand the balance between customer satisfaction and business efficiency.
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