Introduction
I was recently able to catch up with Ken Peterson, President of CX at QuestionPro, to get an overview of the 2023 updates to the company’s CX management platform and chat about what 2024 might bring.
2023 saw a solid stream of improvements to the QuestionPro CX management platform with many enhancements focused on user experience, automation and reporting capabilities. The company also did a lot of work towards integrating technologies from its 2022 acquisition of SuiteCX.
Focus on User Experience
The list of new features rolled out in 2023 was long, but these are a few examples of improvements, focusing on usability improvements and enhanced dashboard views and functionalities.
- Dashboard Grid Layout: Users can rearrange the widgets as they like with easy drag and drop functionality to customize their view.
- Upgraded notifications screen: There are now over 100 custom variables to create criteria for notifications and there is tighter integration with the notifications screen that allows for easier creation of notification groups.
- Dashboard functionality: Improvements include the addition of “sticky filters” with the ability to lock filters for easier usability. There is also the ability to segment custom fields to drill down and get more information.
- Widgets, widgets and more widgets! Users now have the option of having a wider variety of widgets such as ranking, comment list and weighted mean as well as custom metrics reporting widgets such as a gauge and trend charts. There was also a collection of textual analysis widgets added in that includes cross tab, word cloud, sentiment bubble chart, sentiment score and sentiment topic.
Evolving Closed Loop Platforms for Integrated Workflow
For a CX management platform to be most successful, it must help companies take the insights generated from feedback and turn them into action. Quickly and thoughtfully.
The best way to do that is to ensure that the inner feedback loops are brought closer together and that the outerloop of action is connected. QuestionPro has done a lot of work in this area, integrating the outerloop technology with SuiteCX onto its platform. Putting workflows into place from a survey to a closed loop is (or should be) an easy endeavor. However, integrating it with the outerloop is where more long term benefit will happen. Users of QuestionPro’s platform can now easily create backlogs for the outerloop right from the CX dashboard with a simple click. This is key, as it helps create initiatives and projects to solve identified problems right from where the problem is identified, immediately. These can range from improving training to rolling out specific program initiatives.
The initiatives can be followed closely, keeping track of team assignments, notes and tasks. If there is inactivity, notifications can be sent out and the system may also be tied into performance management systems if desired.
“This transparency is important for companies. CX practitioners, operations or C-level executives can log in and see exactly what their teams are doing to improve a situation that has been identified. Tools like this really prioritize the action piece,” says Peterson. “It’s frustrating to see companies get hung up on the micromovements of CX scores and dashboard metrics instead of prioritizing problem solving.”
Another enhancement is working in root cause. Before a ticket is resolved, a root cause is mapped to the issue which can be used for analytics. This will help companies get to the “why” more quickly and to identify important trends – and this can be for both positive and negative feedback.
What’s Next?
2024 will be a year of further integrating SuiteCX technologies to create one cohesive platform to really understand journeys, which could extend beyond CX into other business functions. Analytics, notifications, automations and dashboards will see more enhancements and there will be more to come regarding root cause analysis.
Being able to clearly show the cause and effect of actions is crucial to a successful CX program. Leaders need to see the tangible impact of technology and strategy and for those supporting CX, it further enhances the culture of fast and appropriate action. For customers, if they perceive that a company doesn’t take their feedback into account, trust can be broken and the relationship can be damaged. End to end solutions that can help companies keep that cycle of ongoing action and improvement moving forward are a must have to support best in class CX.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
2023 Customer Experience Trends and a Look Ahead
QuestionPro Leans Into the Healthcare Vertical
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
