CX Science Episode 7
CX Tech – Stacking The Deck In Your Favor
About This Episide
to transform The CX Tech Stack is the list of technology components of your Enterprise Tech Architecture that support or enable your experiences.
Comprising three different categories of technology (often referred to as layers)
- Design Tech – The most immature segment of CX Tech. The technologies used to support the design of the experience, including documenting CX Strategy, tools to support Journey Maps, UX Design even Design Thinking technologies
- Delivery Tech – The most mature and richest area of CX Tech. The technologies that support deliver of experiences. Encompassing digital experience Platfoms (like Adobe, Acquia and Sitecore), Contact Center technologies like Nice, Verint, Cisco or Genesys, social media technologies like Facebook, WhatsApp or Twitter, store technologies, digital media systems, multichannel and CRM technologies like Salesforce, Infor, Oracle or Microsoft and on.
- Measurement and Improvement Tech – This is the segment most commonly associate with CX Tech. Comprising the “big 3” of VoC systems Qualtrics, Medallia and Satmetrix, the digital analytics leaders of Google Analytics and Adobe Analytics but there are many more.
Today as CX has become more popular there are estimated to be over 1000 technology platforms that impact or support (or claim to impact or support) CX programs.
As we often like to say technology (increasingly referred to ‘Digital’) is both the cause of many companies experience challenges (now every customer has a smartphone in their pocket and expectations that their providers will live up to expectations set by competitors and others (and also the solution to many of the challenges they are faced with.
CX Tech is essential to the ability to do CX in real-time, at scale, across multiple channels, experiences which are highly personalized.
And CX Tech is front and center to many of the most exciting evolutions in CX (and EX and XM = Experience Management) like
- Artificial Intelligence and Machine Learning (AI and ML)
- Internet of Things (IoT) and Environmental Sensing
- Interactive Speech (like Alexa and Siri)
- Intelligent Experiences (including robotics and chatbots)
- The ability to analyze tech interactions like emails and social media chats and transcribed phone calls to gain understanding
- The ability to increasingly analyze video to give similar insights and drive action
- Combinations of all of these into new applications like self driving autonomous cars and self guiding drones.
Graham & Robin discuss
- “The leaders in CX Tech“
- “Traditionalist, Leaders and Innovators”
- “what to do to decide whether you need new CX tech – or not”
- “A proven process for how companies select CX Tech”
- “How a consumer product company applied these processes to quickly and efficiently select design, delivery and measurement technology over a number of years to transform their CX ROI”
Resources
- Your CX Tech Is Critical To Delivering CX ROI & Results – Customer Results CX Tech *** Requires free Talking CX sign up (see below)
- CX Tech, VoC, EFM & CX Analytics Selection Guide – Customer Results CX Selection Guide *** Requires free Talking CX sign up (see below)
- Webinar Boost Your CX ROI With CX Tech In 2020 – with link
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Related Episodes
CX Science #1 - What the 'Heck is CX Science
20 years into the modern CX movement executives believe CX is critical but to the CX discipline must become more formal, predictable, measurable and investable to continue to grow, moving from CX as Art to CX Science predictably impacting your Customer Experience Operating Model (CXOM).
CX Science #2 - Real CX Success is like Playing CX Jenga
We cover the building blocks of the CX discipline with a strong focus on CX Science and why creating great CX is a lot like a game of Jenga. From customer persona, customer journeys and your CX operating model of channels, people, process, cx tech, data, measurement systems, products, services and partner.
CX Science #3 - CX Strategy Scuffles - It's Ruff out There
Delivering any experience starts with who you are targeting and why it is of benefit to both your customers and to your business. A North Star CX Strategy & Vision to guide your investments and actions. Using Rover.com as a favorite example of how an example of how a great CX Strategy really works.
CX Science #4 - The Art of Knowing Your Customer
You cant define or deliver experiences to customers you don’t understand. We explore how personas, segments, audiences and experience journeys and journey maps help clarify interactions, painpoints and the key moments where you energize (or disappoint) your customers.
CX Science #5 - Delivering Your Experience Is A BOM
Your Business Operating Model (BOM) is crucial to delivering your experiences. Put simply your BOM comprises the channels your customers use to interact with you, the people, processes, technology and data that underpin your experiences, the partners you work with and the products and services that you offer.
CX Science #6 - Experience Design - Making Your Journey Map Work
Experience Design is where you decide how your customer experience journey will actually work, when implemented by your Business Operating Model (BOM) and what changes you may need to make to your BOM in order to realize the experience you want and your customers need.
CX Science #8 - CX Measurement - At The Heart Of CX Improvement
At the heart of every CX program is Measurement. You cannot improve what you do not measure and you cannot understand if you do not listen. Companies that do nothing else should measure and listen to their customers perceptions of what they are doing, use that to drive insights and act on it.
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