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Things to know when using customer experience tools

Written by Jake Pryszlak

On May 12, 2018


Things to know when using customer experience tools

Have you ever been to an airport for business or pleasure?
Yes. Great carry on!
No.. You still get to carry on but use some imagination…
I was off to Amsterdam a little while ago to see a company called Upinion.
To chat about their conversational research tool for the market research industry. Whilst taking the journey through the airport. I was waiting at security for around 30 minutes people watching.
Yes, I was people watching but who doesn’t?


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Watching so many individuals taking things out of their bags for inspection.

Sound familiar?

After you are walking through security and are about to walk to the duty-free area. You spot something like a HappyOrNot device.
I mentioned in a previous blog post that market research as a term is being used less. And customer experience is being used more.
Businesses need customer feedback. However, organisations may not actually have a customer email address. Especially if a user doesn’t sign up for any free WIFI for example.
The general public are becoming resistant when approaching them. They are reluctant to tell you, what they think of the experience they have received.
This is why airports are now using in-the-moment customer experience products/tools. But I have to say, there are many things you must know about them before giving them a go.

Customer experience and feedback

Whilst devices are positioned for people to walk past and see. Feedback can be gathered by the volume of interactions. However, this all depends on the footfall at any one time. Yet, you would expect a high number of responses if the device is positioned correctly. But the positioning also raises question marks.
What is the device actually asking about? What area?
Is it the whole experience you have received before seeing the device or is it one single area?
You could take the scenario many different ways. Especially if the customer experience tool is not correctly installed.
Customer experience: Things to think about
When looking at a method or a tool that could help the customer experience. There will be always positives and negatives to it.
On the other hand, a tool that can deliver huge amounts of feedback also means the quality of data can be poor. Like many customer satisfaction platforms. They consist of one question that individuals can complete within 10 seconds. A passing by question.
Due to the nature of the tools, it becomes very difficult or more like impossible to follow up on responses. So the organisation is missing a key part of any customer experience jigsaw.

What is the customer experience jigsaw?

My personal opinion is that it forms 4 key areas which are:
· Ask
· Analyse
· Respond
· Action
You need to ask customers their thoughts on the product or service you have delivered. This is typical of an NPS style question.
An analyst or would look at the information to understand where the business is working well. And also where it could improve.
The third and most important aspect of the jigsaw is the response. This is where you create a bond between customer and brand. The customer knows the brand has thought about their opinion.
They feel happy that a brand has taken the time to contact them. It creates not just a product but an experience. You can see more about creating an experience not just a product via one of my blog posts here.
Organisations and products target similar individuals such as NextGen and Millennials. Yet, those companies who are customer-centric and offer an all-around experience will win. To put this into practice. You can look at many different sports brands such as Adidas and Nike. They use a wide range of social media channels. With a goal to interact with their fans, customers and potential customers.

Customer Experience: The final jigsaw

The final part of the customer experience journey is to action something from the insights you have generated. These may not get seen by customers but it could make an impact on a customer purchase lifecycle.
Customer experience tools can ask and analyse data quickly. Yet, it will not allow you to respond to or action anything.
They identify problems but they are not indicators of the precise issue. If the majority of people who complete the question are negative, this could mean more than one thing.
Overall, when used correctly, customer experience tools can be valuable. Especially for the market research industry. However, it is important to take into consideration all pros and cons before proceeding.

What do you think of customer experience tools?


Which ones have you used?


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