Customer Insights

Going beyond CX

August 24, 2021
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Ever found yourself analyzing your customer experience data, uncovering pain points, and not understanding why problems are occurring, or how to fix them?

While CX programs are great for looking at customer experience across touchpoints over time, they are lag indicators in that they help you uncover problems, but not necessarily prevent them. But what if you could have a lead indicator as well?  Identifying when problems will arise and knowing just what to do to fix them before they even surface.

By combining CX programs and Insight Communities*, you can do just that and get the best of both worlds.  

So how does this all work?  

Let’s take your CX program first.  We recommend that you continue to use this, as you probably do today, to monitor ongoing experience across your customer base and identify pain points and their underlying root causes.  The next step is to layer in an Insight Community, to deep dive into recurring problems and collaborate with your community members to co-create solutions for them.  By creating customer-led solutions, you effectively nip potential issues in the bud before they even arise.

Combining CX and Insight Communities in this way gives you a true human-centric approach - solutions designed for customers by customers.

This is just one of the ways that Insight Communities can complement CX.   But what about the other way round, can CX help build a better Insight Community?  The answer is a resounding ‘Yes’.  Our clients have found that by recruiting Insight Community members through their CX programs, they can target hard to reach demographic profiles and invite them to be part of their Community.  

Better yet, they have also found that, when using members recruited through their CX program, engagement levels are higher, with response rates increasing by up to 150% compared to members who weren’t recruited through a CX program.

These are just some of the ways that CX and Insights Communities can work in tandem for better business outcomes.  If you would like to know more, please reach out at hx@potentiate.com.

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*As a side note, for those not familiar with Insights Communities, as the name implies, they are a community made up of real customers with whom you can have a two-way dialogue, engaging them to help you solve problems, accelerate innovation and de-risk decisions.  

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