In 2019, brands have the advantage of being able to learn a great deal about their customers. The ability to discern needs, lifestyles and preferences is open to all, and indeed many organisations harness customer insight as part of their strategies. There can, however, be problems when it comes to distributing this knowledge throughout an organisation. This is often to the detriment of the employee, and by extension the overall customer experience. Despite this, software such as a customer experience cloud can offer a lasting solution – a solution that addresses the key issues of the customer experience, and helps organisations to be more efficient in the way they collate and action customer insight.


Breaking down the barriers

Silos continue to be an issue for some of the companies of today. Little communication exists between them, and without a single customer experience vision to unite and guide these disparate departments, confusion can quickly take hold. Colleagues can feel frustrated because of their lack of power; customers can feel frustrated because nobody is able to help them. Furthermore, customer insight can lack any obvious cohesion or ownership. The knowledge exists, but the impetus to incite action and drive change is sorely lacking. As a result, companies can find themselves in a position where they end up pleasing no one, and gain very little ground.


In the first instance, software such as KPMG Nunwood’s Customer Experience Cloud can help break down these silos. By providing a platform whereby all customer insight can be standardised and collated, a clear picture can emerge – a single customer experience vision that can guide all of a brand’s departments into moving in the same direction.


For example, the UK energy provider Bulb certainly has this. “At Bulb, we put members first,” the brand says. “Which means empowering our customers. Listening to them. Inviting them to build our company with us. We're building an open energy company, with an engaged, supportive community that takes centre stage.” Bulb adds that its colleagues are an important part of this ethos, emphasising that there are “no small cogs in a giant machine.” The brand’s 270-strong team all works together in the same office in East London, united behind a clear vision that listens closely to customers.[1]


Equipping the leaders

Of course, this new approach to customer insight has many benefits and is multi-faceted, and can affect different employees in different ways.


  • CMO

For instance, for the CMO, the CX Cloud can equip them with a comprehensive, end-to-end view of the customer journey. This means they can quickly identify the points of pleasure and the points of pain. CMOs can also benchmark their company’s performance against the customer experience leaders throughout the world, drawing on KPMG Nunwood’s vast pool of knowledge from over two million brand evaluations.


  • Business line leader

The business line leader, meanwhile, can use these benchmarks to help set appropriate targets across the organisation. These can be aided by the CX Cloud’s bespoke ROI analytics, helping to solidify the business cases for investment in new innovations and initiatives.


  • Insight professional

In terms of the insight professional, the employee experience can be greatly improved by the CX Cloud’s efficiency. Having all of the customer insight available in a single source makes it easier to run analysis and compile reports.


  • Team Manager

For the Team Manager, the advantage lies in being able to engage their team members with ‘closed-loop’ customer feedback. That is to say, the loop that feedback goes around on its journey from identification of an issue, to the creation of a solution, to the testing of a solution, to the identification of an issue, and so on. Team Managers can use the CX Cloud to share the latest findings with colleagues, and offer guidance on how to improve.


But ultimately, KPMG Nunwood’s Customer Experience Cloud helps eliminates pain. The system that the software is built on – The Six Pillars – is successful because it helps customers to ‘fall in love’ with the brands that understand them. For employees, the same is also true. If a colleague truly believes in the company they represent and is united by a vision that inspires them, they will deliver a more fruitful customer experience. This means their own working lives will likely improve because they will be free from the chaos and confusion caused by incoherent customer insight.


For the brands themselves, the hardest part is making the decision to change. The rest – relatively speaking – is easy. Request a demo today or download our brochure: