Tectonic shifts in how B2B technology professionals measure customer experience (CX) are upon us, according to panelists at Forrester Research’s CXNYC event, Tuesday in New York City.
Traditionally, B2B organizations measured CX at the account level. Account managers would send surveys to their clients, who would indicate what was or wasn’t up to par. Today, however, organizations are looking at how customers move with them through time. Since every customer’s path to purchase is different, CX professionals have their work cut out for them to in turning insights into actions that will improve CX. Tactics such as journey mapping, for example, come into play.
CA, for one, still looks at account-level relationships via surveys, but it also marries them with touchpoint surveys for an end-to-end CX understanding, according to Dayton Semerjian, CA’s GM of global customer success and support.
“With the deep dive into each touchpoint, we can look at the drivers impacting CX,” Semerjian said.
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