The CX Leader Podcast | A resource for customer experience leaders

The Black Hole of CX

Jun 18, 2024

Maddie Clark, Customer Experience Insights Senior Manager at ServiceNow, specializes in understanding customer satisfaction through innovative approaches. In this conversation, she reveals the 'black hole' of customer feedback where many dissatisfied customers remain unheard. Maddie discusses her creation of an early warning system designed to identify these silent detractors. The dialogue showcases how organizations can enhance their closed-loop programs and effectively act on insights, ultimately improving customer experience.

24:14

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Episode guests

Maddie Clark

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Episode notes

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Quick takeaways

Identifying dissatisfied customers is challenging because over 70% do not respond to traditional surveys, creating a significant blind spot for organizations.

Implementing a predictive satisfaction program requires leadership buy-in and frontline training to effectively utilize data for improving customer experience.

Deep dives

Understanding Customer Dissatisfaction

Identifying dissatisfied customers can be challenging, especially when many do not provide feedback. A significant blind spot exists for organizations relying solely on traditional customer feedback methods, as over 70% of accounts do not respond to surveys. To address this issue, a predictive model was developed using over 500 operational variables to assess customer satisfaction even when feedback is lacking. This approach allows companies to gauge risk levels in customer relationships and take proactive measures to improve customer experiences.

Intro

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CX leaders have become increasingly effective at taking action on customer feedback. Today many organizations have effective closed-loop programs that efficiently route insights to the right person for timely action. However, there’s a blind spot – the vast majority of customers never provide their feedback. Actually that’s more than a blind spot. It’s a black hole! This episode's guest has built an impressive early warning system that addresses this problem. Host Pat Gibbons welcomes Maddie Clark, Customer Experience Insights Senior Manager at ServiceNow, for a discussion on how she built an early warning system that addresses the problem of identifying dissatisfied customers that don't provide feedback.

Find a transcript for this episode on the show notes page: https://cxleaderpodcast.com/the-black-hole-of-cx/

Learn more about ServiceNow at https://servicenow.com/

Listen to more episodes at https://cxleaderpodcast.com/

Learn more about Walker at https://walkerinfo.com/

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