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  • Thomas Pollinger
  • 27.12.2016
  • EN

OpenText™ "Insight to Action: Chicken or Egg Conundrum in Customer Experience"

A few weeks ago, I attended the Forrester Customer Experience (CX) Conference in NYC. The event revealed an amazing turnout and energy for customer experiences that differentiate.

Established brands like Virgin and newcomers like Dollar Shave Club are looking to be different.

These brands also rely on insight and experiential testing to find their CX sweet spots. In one instance, Virgin spent months designing a hotel room until they realized they overlooked the importance of a well-lighted and functional vanity for female guests.

After we presented to over 100 people on how Marketing Optimization drives revenue and retention through engaging customer experiences, the post presentation Q&A made it clear that firms were lacking tangible insights to drive the experience.

It seemed to be a conundrum much like the chicken and the egg:

  • How can I get insights if I am not confident in what I am testing in the first place?
  • How can I get insights if I am stuck in a one channel world?
  • How can I get insights if I am not confident of what I should even be testing?

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