Once the corner stones of customer experience management are set, and once the customer journey logic and data structure are defined, it is time to choose a software tool base for data collection, data analysis, and reporting. It should be an enabling software, providing tools for different kinds of users throughout the company. The tool needs to be able to track and trace feedback threads, and it should provide different kinds of insight to the different individuals who have a stake in the data.
It should have open interfaces to interact with the corporate IT systems. Decisive for its efficiency, however, are the ease of user interface and the flexibility of adaptation over different development steps.
Once the structure and tool landscape of such a governance system is in place, there are then plenty of incentives for different grassroots initiatives to join and use the system for themselves. Getting a view of the customer beyond department barriers always leads to additional insight.
Once customer feedback channels have been harmonized, the data stream of ‘subjective quality’ (or ‘value perception’) can be integrated into internal data structures. It can get addresses from one, provide classifications to another, send data to an external dashboard or feed a task management system.
The appetite comes with eating. Platform and infrastructure do not create a new corporate reality, so long as they have not had impact on workflow and employee mindset. The new information is adopted and step by step transforms business culture.