DYK # 19: Did you know that GenAI is going to shake things up for your CX program?
Over the month of April we’ve talked a lot about Generative Artificial Intelligence (GenAI) and its impact on traditional Customer Experience (CX) programs.
From the changing landscape of what we traditionally consider customer feedback to new tech offerings and solutions. It can all be rather confusing, so today we’re sharing a summary of all the activities in our DYK # 19 “Did you know that GenAI is going to shake things up for your CX program?”.
Summary:
Customer feedback no longer comes solely from surveys. Technology enables us to tap into a much wider pool of feedback data, even though we haven’t traditionally viewed that data as customer feedback.
Think contact centre (phone calls, emails, live chats, social messaging, etc.), chat bot conversations, social media posts and comments, online reviews, etc. All of that unsolicited data contains raw customer feedback that tells you about the experiences your customers have with you as a brand, your products and services.
And all that data is unstructured. In fact, 80-90% of all your customer data is unstructured now.
While unstructured data is nothing new per se, until recently it was rather difficult for us to make sense of it all. That’s where GenAI comes in to help. From data analysis, summarisations, the ability to query the data via a natural language interface (fancy way of saying you can ask questions and query your data in a “google” like style), to recommending actions and next steps. GenAI has revolutionised how we make sense of the wealth of data we now have at our fingertips, and convert it into actionable insights.
Including unsolicited feedback into your analysis to gain customer insights also changes how organisations set up and run CX and insights programs. Feedback now comes from anywhere. A siloed approach to insights and data analysis doesn’t work any more. You need to consolidate your customer feedback data and democratise it.
It’s important to understand that feedback doesn’t belong to a single person or team. CX is a team sport and particularly when it comes to acting on insights. It’s essential to share these insights with the right people, at the right time.
With that come a few changes you need to be aware of:
Key takeaways:
Your Voice of Customer (VoC) Program can no longer run on surveys alone. You’re missing out on crucial CX insights.
Your traditional CX or Insights team structure no longer works, as feedback comes from various sources, and is mainly unstructured in nature. You need to break down those organisational and data silos.
You need to rethink your tech stack and your approach to collecting, analysing, and sharing data. That’s your backbone for your Insights to Action framework.
Wrap up:
Organisations will need to adjust – and that includes your tech stack as well as your CX program set up. With customer feedback now coming from anywhere within or outside your organisation, there is a need for a consolidated source of truth to make sense of it all and move from raw data to customer insights. While organisations will benefit immensely from a consolidated customer data repository, it’s also crucial to break down organisational silos at the same time and democratise insights as widely as possible to enable informed decision-making.
As always, if you have any questions, don’t be shy to get in touch with us.
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