5 Customer Experience Tools You Ought to Be Using

by Jeannie Walters

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I’m often asked about which  customer experience tools I use when evaluating issues and opportunities for my clients. The answer, not surprisingly, is the classic consultant refrain:

It depends.

(Annoying, right!?)

There are, however, some CX tools anyone focused on their own customer experience can use.

Of course, the size, structure and offerings of your company make a difference. Bigger companies need robust ways to interact with many customers. Service organizations rely on personal relationships which are often challenging to define.

This list, I hope, is for anyone in any organization, especially if you’re just looking to start.

5 Customer Experience Tools You Ought to Be Using


CX Tool #1. Social Media Listening Tools

If you don’t already, set up some serious search to monitor what customers are saying (or not saying) about your brand. A few ideas:

  • Your brand name(s)
  • Misspellings
  • Public figures in your leadership team
  • Products
  • Competitors’ keywords
  • Common search terms
  • Verbs – what do customers do with your products?

Track the conversations, pay attention to trends…

And eventually you’ll find you start seeing and addressing problems before they become major challenges.

Don’t forget to watch for the positive, too – reward loyal and vocal customers before they ask!

Which social listening tool is the best? That depends on your preferences and needs, but there are many widely popular options out there, including:

Not sure where to start? Want to talk about? Schedule a 15 minute call and let’s get some clarity.


CX Tool #2. Customer Experience Suggestion Box

Make sure there is somewhere employees can contribute to the larger conversation about the customer experience.

Here’s the trick, though – it only works if it’s PROMOTED and if the suggestions are reviewed.

Too often, good intentions start programs like this and lose steam quickly because the contributors never hear anything about the suggestions they make. Make reviewing the employee feedback part of your regular communications.

Employees know what is working and what isn’t with the experience. Ask them first!

Also, keep in mind: This doesn’t always look like a box – sometimes it’s an Intranet section or email address.


CX Tool #3. Customer Feedback Mechanisms

Guess who else knows what is working and what isn’t?

That’s right, your very customers.

Ensure they have many ways to tell you.

It’s not just surveys – it’s simple techniques like calling random ones to find out about their experience; providing anonymous numbers to call to leave feedback or contact forms on websites. Surveys are great, but are often lacking the questions customers REALLY want to discuss.


CX Tool #4. Behavioral Analytics

Happy customers are great, but only if they are actually becoming (and staying) customers.

Tracking Facebook Likes doesn’t tell you as much about customer behavior as where they are clicking on your website. What search terms are being used? Do sales increase online after a customer visits one of your stores? There are many ways to consider actual behavior, not just metrics.

If customers are searching for a specific help term, that is a customer experience issue. It might be time to address it.


CX Tool #5. CRM (Customer Relationship Management) System

We typically think of CRM as a software solution, but I challenge you to reassess that idea.

CRM at its core is any centralized, accessible place to track individual customer relationships throughout the company.

According to Wikipedia:

[CRM] involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.

Any company can (and should) have a CRM system.

But the system doesn’t have to be a billion dollar software implementation as it often is for large companies! The system can be any type of tracking system that is accessible by all who would interact with the customer. I know organizations having great success with single Excel or Google spreadsheet that the whole team can access and update.


What’s Your Must-Have Tool for Customer Experience?

There you have it — My top 5 customer experience tools to help anyone with staying on top of their organization’s customer experience.

Of course, this is no way exhaustive, so let’s help the community and share what tools we use. What customer experience tools (or CX-related tools) do you think are vital to your company’s success?

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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