Knowledge - Insights: Chair Reports

By Manuela Pifani, Founder and Managing Director, CXellence Consulting

This event never lets you down. I have been attending them for a few years now and they always prove to be an immense source of inspiring speakers and insightful case studies. Also, this year’s topic of Trust and Transparency brought a different angle to traditional CX stories and put the focus on areas which are often overlooked as ‘given’, despite representing key ‘make or break’ elements of the experience we deliver to customers on a daily basis.

On both days, the plenary sessions were excellent, but it is not my role to comment on those here. After the coffee break, I took up my chairperson role in jam-packed Hall 3. First up on stage was charismatic Joe Rice from Twitter, who put the spotlight on one of the biggest challenges currently facing CX practitioners: the increasing inefficiency of traditional customer surveys,
which is hampering the ability to get actionable customer feedback. Growing survey fatigue, decreasing response rates, risk of interference with customer journeys, rising costs… you name it. And yet, Joe’s answer was simple: listen to what customers are saying online, for free!

Nowadays people are communicating more than ever, especially on social sites like Twitter, offering on a silver plate a large amount of valuable and unique insight, because it is unprompted and in-themoment, authentic and deeply emotional. Customers blend their work and personal lives while searching, reading, watching, playing, listening and connecting to share experiences, opinions and information – giving us the possibility to measure each step of their journey, identify unmet needs and even the next big thing. But Joe’s conclusion is that, shockingly, most
organisations miss it all and stick only to traditional customer surveys. A fair challenge!

Next on the agenda was the Live Poll on Trust and Transparency. Despite the inarguably small sample of participants in the room and therefore the statistically unreliable results, a couple of clear messages emerged. Firstly, that recommendations and reviews play a key role in people’s purchasing decisions and very few would trust buying something with bad write-ups.


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Chair Report- Customer Engagement Summit 2019- Manuela Pifani

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