It is in the eyes of all that today the interactions between customer and brand are exploding and there is a distorted perception of the service that is provided. This effect is called delivery gap, a circumstance that drives and companies to activate customer experience initiatives.
The experience management provides that there are insights into what the customers of the product/service think and to tend the operational experience management means interacting on each channel, in real time and coming into contact with the operations involved.
Medallia does this: it gives the company the customer’s point of view, with immediate actions: inner loop, team coaching daily, analysis at aggregate level, between individual initiatives and customer. It does so with a cloud platform that captures every signal, analyzes it with an artificial intelligence engine and distributes it in the company to anyone interested in that signal.
The signal sources are all possible: email, webapp, social, mobile, messaging. Insights are customized for executives, digitals, contact centers and retailers. The first Medallia platform was implemented by Hilton. Now hundreds of brands in the world, like Generali, are using it, where 25 thousand people are in the hands of it.
We were explained by Federico Selle, solution consultant of Medallia what it means to use a management platform of the experience and how the platform of Medallia is made.
From delivery gap to customer experience management
The customer experience, explains Federico Selle, is the result of all the perceptions and feelings that customers have when interacting with a brand both at product level and at service level. These interactions are multiplying today and consequently changes the customer journey.
For example, let’s think about the relationship between a bank and its accountant: once it was only in branches, today it can be done online, in a branch, via the app or the call center or a chat, but also on the bank’s social page The customer is always the same, but often the credit company has a vision of him in silos because these different interactions and paths are managed by different managers and departments. In other words, there is no general view of the perception that the customer has of the bank as a whole and its services.
So for a management of the experience of its customers it is necessary to overcome what Bain calls delivery gap, that is the gap between the experience that customers have and what the company believes instead that they have, and that is often very wide, with a strong impact on many
The increase in the attention of companies to customer experience is linked to the growing awareness of this delivery gap, also following the emergence of an increasingly multichannel experience, and the growing protagonism of the
Think of insurance, banks, retailers who often see rising dropout rates, because while they could count on very high loyalty rates before, now they have to deal with customers willing to change a brand even after a single bad experience with that specific company
In a context of such strong change and competitive pressure, it is essential for a company to understand in real time when the customer has a problem and to grasp these signals as an opportunity for improvement.
This explains why it is increasingly strategic for companies to put the customer at the centre of their business model by activating customer experience initiatives that however need to exceed the classic marketing research activities such as focus groups or online questionnaires, where there are
Federico Selle explains that the step that companies must take is to embrace what Medallia defines as operational customer experience management, that is the use of a platform that allows you to listen to customers in every channel, in every touch point
Medallia, explains Selle, enables brands to interact with customers on all channels and all points of contact, integrating the platform also with the main applications already present in the company, starting with CRM solutions with which the platform becomes complementary, adding the point of
In other words, if a customer is dissatisfied with the service received or the purchase, through the platform the company has the possibility to understand who that customer is dissatisfied and understand the reasons for dissatisfaction and undertake an improvement.
90% of the brands that use Medallia, reveals Selle, use the feedback collected and aggregated by the platform for the so-called close the loop, which translates into a call where the customer is contacted from which it emerged of the dissatisfaction to deepen
Experience says that already this single call regains the client who was instead re-evaluating his judgment towards the company or even thought to abandon it. Or it can lead to the so-called huddle, where the company instead uses customer feedback to do training and coaching to staff or to the Outer loop.
In this case, the company uses the data that have emerged to make an aggregate analysis of customer experiences to identify critical points and define comprehensive corrective actions, for example by reviewing certain processes or activities.
How the platform works the Medallia platform
The Medallia platform is a cloud solution that allows you to capture all the signals that leave your customers. These are signals that can be structured and unstructured, be in the form of feedback written in the classic survey up to the comments in the form of a call or video for example the phone call made by a customer to the contact center or the video-review left on the social
All these data are combined with the specific operational data of that given interaction (for example when the customer called, with which operator he spoke, for how long, for what reason, for which product) and processed in real time within the platform with artificial techniques
Medalli’s customer experience programs, Selle explains, potentially enable all employees of the company to access the platform based on their area of expertise and role so that the widest possible number of people participate in the optimization of the experience that the customer
So the contact center manager will have the opportunity to understand what the performance of the contact centers is based on what the customers say, the bank manager of a given region will have the opportunity to understand which areas perform best or worst
This is done by capturing all the signals that customers leave during their journey with the company: physicists, online, social, through written feedback but also audio and video and synthesizing the results in dashboards that, based on lists of pre-defined
Today one of the most used tools of feedback capture is the one called always on: on the site you insert a button that allows the customer to leave at all times his opinion on the experience he is having with a metric judgment, but also by entering in the text field the reasons of his
Another example of the very popular online feedback capturing is the one related to the abandonment of the cart: the insertion of a pop up in which you ask for feedback serves companies to create a list of prospects on which to convert and to understand how to improve the process so that Another way to do feedback capturing is through the classic survey emails following a visit to a store, to give a judgment on the experience within the store.
These feedback plus all the information captured by other touchpoints and systems of the company converge in real time in Medallia dashboards that are customized based on the different roles and needs of the customer.
For example, a sales manager will be able to access the insights captured in every customer’s journal, from when he looks for information about the product, to when he buys it inside the store or withdraws it because he opted for an online order service, but picks up
This can be viewed at aggregate level by giving a general metric of customer sentiment, but you can also make a drill down on the specific journey, for example on the performances of physical store only having so the detail of performance that various store managers
Metrics that can be aggregated or broken down on the basis of what are the objectives, with also the possibility to connect these metrics with the financial results and to visualize the difference of spending of the customers in the different cases, for example when some activities are put in place,
This last analysis is done using a text analytics solution that exploits an artificial intelligence technology that allows to analyze in real time in a very accurate way all sources of information destructured • text, video and audio
The Medallia platform also monitors reviews or posts that customers leave on company pages or on the main social media pages. Information that can be viewed in an aggregate or single way and through the feedback tab you can access the entire list of feedback that customers leave.
The analysis is also done on videos that users are using in an increasing way by providing a much larger number of insights than can be obtained from a simple progressive questionnaire.
The platform also allows you to review the videos that customers leave, transcribing what the customer says and identifying the sentiment and topics that are discussed within the video.
Medallia services are also available through apps. Interesting is the App Voices very useful for executives: through this application you can access the customer feedback and for example read those obtained during the day to congratulate the team or organize a meeting to intervene on a process that proves cause The tool helps to raise awareness among employees about the value of customer feedback and thus to share a customer culture throughout the company.